Fashion's Future - Cover Story - trends in the apparel industry

DSN Retailing Today, Dec 10, 2001 by Emily Scardino

This doesn't necessarily mean going from jeans to suits; it is perhaps a stretch merino V-neck sweater with a button-down. It even extends to casual athletic footwear--like slingback sneakers.

To capitalize on this option, Sara Lee's Hanes brand will introduce a buttonless, jersey polo shirt that works with a suit or khakis.

The future may resemble the past because it is clear that no single look will dominate consumer buying patterns anytime soon. In fact, dressing in a unique manner may become even more important to certain groups of consumers. And as might be expected, the younger set may be particularly driven by this impulse.

"I think kids will play a larger role in choosing apparel that's about individualism," says Nina Miner, vice president of design, trends and product development for The Children's Place.

The diverse clothing trends reflect increasingly diverse consumers.

The plus market is exploding. Kayo--producer of plus-size apparel for retailers, including QVC, Kmart and Wal-Mart--sees "continued intense growth," according to vice president Julie Bender.

Another growing demographic: the Hispanic market. In 2000, 32.8 million Hispanics resided in the United States, 12.0 percent of the total U.S. population, a proportional increase from 1996, when people of Hispanic origin lived in the United States, which represented only 10.8 percent of the population.

"We're adding more white jeans into our line because our research shows they appeal to Latino consumers," says Jon Ragsdale, vice president of marketing services and general manager of core workwear for Williamson-Dickie Co.

What about the aging boomers? This group has already pulled back some of its disposable income from apparel. In fact, the current sluggish apparel market is in large part attributable to this effect. However, some industry players remain hopeful the richest sector of the population will stay interested in being fashionable.

"This demographic will feel 27 even when they're 80," says Gail Conner, director of marketing for Playtex, which has a new-agey Body Zen collection coming out with enough support to give even aging plus-size customers stylish seamless.

The post-war crowd will continue to support stores that follow their buying patterns, experts predict.

"Stores like Chico's and Kohl's will do increasingly well because they cater to older customers that love fashion," says Wolfe.

The future of the apparel business is open: to interpretation. But one idea is seemingly clear. Space operas, like "2001: A Space Odyssey," will have less influence on fashion's future than life here on Earth.