It is a challenge to create standout product in an apparel category that, as its very name suggests, is uniform.

Despite innovations in terms of pleats, belts and trims, there is only so much elbow room companies have in terms of embellishment and silhouette, based on the rules and regulations of various school districts. However, it turns out that subtle improvements in fabrication and hand are proving enough to drive sales increases for some of the biggest vendors in the business.

The key way that companies are growing share in the uniform business into 2005 is by providing durable fabrics, with technology that keeps them looking like new as long as possible.

"I think that overall, the biggest change that's happening in the industry is the demand by retailers and consumers for stain-resistant features, the demand for 'wrinkle-no-more' kinds of technology and things like that" said GigiWynn Gregersen, school brand manager at Lollytogs Ltd., which encompasses the French Toast Official Schoolwear line.

While long-lasting product is essential to today's exceptionally busy moms, the scratchy fabrics they might recall from their own school days are less acceptable. Customers are looking for tough apparel that is comfortable.

"We are always trying to find the best new thing in terms of keeping the product durable--because that is the No. 1 thing that parents look for--while introducing softer hand feel," added Gregersen.

A number of uniform producers across the marketplace have also been focusing on hand, especially in girls' wear.

"Last year we introduced a new girls' school uniform line and it did very well for us; it included a new fabric that was a little softer, with more brushing than the original fabric used in boys," said Rick Crosland, general manager of Dickies Kids' Wear and School Uniforms. As a result, the bottoms fabrication has been changed across the board for 2005, in shorts, pants, skirts, jumpers and skorts, in a 65:35 polyester/cotton blend.

While stain-resistant products have been popular for years, especially for keeping white knit and woven tops looking crisp, they keep gaining momentum. Now that Lollytogs owns the Healthtex brand, it is applying its exclusive Kidproof technology to some of its uniform items: Kidproof was designed to provide stainresistance on knits without losing the soft feel of the fabric.

Another reason customers are looking for exceptionally durable merchandise is that their buying patterns have shifted. While back-to-school has always been the traditional peak purchasing season, busy parents have apparently started stockpiling merchandise during that time frame.

"I think parents are getting a lot smarter in how they're buying school uniforms, really loading up in the beginning of the school year," added Gregersen. "Less year-round buying is happening; they are buying the same amount of apparel but expecting it to look better longer."

Apparently, school uniforms are expected to work as hard as the students wearing them. In a 2001 study by The NPD Group, 89% of parents said they choose uniforms based on how durable they are, and this purchasing trend has gained momentum. Thanks to improved wear-resistant treatments, consumers can have the best of both worlds: tough apparel with a soft touch. Into back-to-school 2005, expect these subtle improvements to keep dramatically impacting results.