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Tuesday, November 13, 2007

Uniforms make the grade for fashion this season: modern touches add flair

NEW YORK -- Due to school restrictions, it's difficult to make uniforms fashion forward, but that doesn't mean they can't be fashion friendly. Uniform companies are modifying the hottest apparel looks and bringing them into the classroom this season.

"We have wrap skirts and skorts and peasant-inspired blouses that could also be paired with a pair of jeans;' said Gigi Perkins, marketing coordinator for French Toast.

Three stylish French Toast uniform options include a girls' cable front duster sweater with a longer thigh-length, rounded collar and flat-knit tie waist belt; a boy's cell phone pocket pant, featuring a mobile device pocket on the back right leg; and the girls' hooded capelet, with cable-knit, large front buttons and fringe trim.

Dickies' popular, more trend-driven items for fall include a girls' tie-back interlock top, with cap sleeves, tie-back bodice and empire waist; a girls' long carpenter skirt with front side pockets and a girls' inverted pleat skirt. Dickies also has its own boys' version of the cell phone pocket pant new for boys.

Durability and fit are two other important factors for uniforms, according to Rick Crosland, gm of school uniforms for Dickies.

"Every season, we make sure we are up to date in how garments should fit," Crosland said. "We also evaluate the garment's performance. We evaluate what the garment might need and do our best to give it those attributes."

Key features in Dickies uniform pieces include stain release finishing, wrinkle resistance and micro-sanded fabric for increased softness. A hot fabric for girls' uniforms this year has been stretch twill, Crosland said.

French Toast's pieces include similar fabric finishes, including a Teflon-French shield stain protector. These finishes allow for more comfortable, fashionable uniforms, according to Perkins.

"People tend to think of uniforms as formalized, crunchy and wooly," Perkins said. "But the troth is with these new fabric finishes, our uniforms are breathable and are just as durable."

MAGIC show stresses continuity and spotlights trends - clothing industry exhibition - Brief Article

LAS VEGAS -- Breakthroughs were few and far between at this summer's MAGIC show, held here three weeks ago, but that doesn't mean the event didn't have its bright spots.

Of retailers attending the show, Robert Goodfriend, chairman and ceo of Goody's Family clothing, was among the most positive, particularly because of trends favoring a broader array of fabrications. "This is one of the best shows I've attended through the first day and a half," he told DSN Retailing Today at the midpoint of the three day event. Cotton/nylon and other fresh fabrications were among those winning Goodfriend's approval. He said cotton/nylon shorts had been soft in spring, but that pants featuring the fabrication has picked up in the back-to-school period. "Hopefully that will continue through Back-to-School and through spring," he said.

More common, however, was the observation of Bryan Chesterman, a buyer for the Marine Corp Exchange, who said continuity rather than dramatic innovation was the theme of the show. "I haven't seen anything to set the world on fire," he said.

In bottoms, cotton/nylon and other fabrications of techno pants remained important.

Microfibers are making their way into the techno pants realm with a new entry from VF's Britannia label--dubbed the Survival Pant--getting the debut treatment at MAGIC. VF also has introduced technos into its Wrangler hero line with a cotton/nylon offering.

Mike Brown of Sears Canada, noted that the show was something of a departure when it came to bottoms. "The trend is away from cargoes," he said. "We're definitely moving from cargoes into dressier casual looks." The new bottoms, neither super casual or truly dressy may be referred to as transitional bottoms and garnered the attention of retailers across the show.

Consumers today seem to be getting a little more formal in their approach to dressing throughout North America. "My biggest double-digit increases are coming in suits," said Wayne Krzyewskic of Hudson's Bay.

When it came to bottoms, the juniors styles showcased in MAGIC's women's portion offered more continuity with flared jeans dominating rather than the high-tech constructions.

In the juniors and contemporary categories for women, tops included a strong showing of animal prints, in a widely varied array.

As for guys' tops, the big Hawaiian-style patterns that have been strong are becoming reduced in scale. Smaller print elements and plaids seem to be gaining steam. "Big prints are out," said Brown. "There are lots of prints, and lots of prints in yarn dyes. Not a whole lot of solids. Smaller prints are in, bright borders, texture prints, prints on textured wovens."

Among key initiatives from vendors, Sara Lee executives said they expect the renewed Starter line--the company is a major licensee--to sell strongly based on the enthusiastic backing Wal-Mart and Kmart have given the initial roll out for this Back-to-School season. In other programs, Sara Lee emphasized three key initiatives in men's underwear, including better basics -- essentially better fabrics in traditional silhouettes.

Fruit of the Loom previewed a shorter version of its boxer brief for MAGIC goers, which should retail for about $5.99 in a two pack.

Dickies is getting into boots. In a franchise deal with Georgia Boot, Dickies will roll out 20 to 25 skus initially.

Jerzees is testing an updated line of activewear for women in Wal-Mart while Russell Athletic is producing a new camouflage group as well as new fabrications in a line of classic-look tops.

M. Hidary introduced a new line of licensed Russell Athletic activewear for children at MAGIC. Haddad's biggest launch was Nike Team Sports. For its part, French Toast highlighted an expanded infant/toddler collection included a baby jeanswear line.

Kids@Work, a division of Accessories Network, bowed its Harry Potter license in backpacks that will be available in mass during next year's fourth quarter.

On the licensing side of the show, Harry Potter clearly dominated expectations. Not only was Warner Bros.' booth done up like a fantasy castle, but several of its licensees, such as Monterey Canyon, made the investment in faux-fortified bases at the show.

"Harry Potter is a huge deal for 2001," said Louse Kuaea, a marketing executive with Mervyn's California.

JCPenney also is enthusiastic about the junior wizard. "We're buying as much as they'll let us have," said Mark Means, a JCPenney buyer. "The word of mouth for the new book is so strong, I think it will carry over to the movie."

While Harry was top-of-mind among retailers, mentions were made about the strength of such licenses as Powerpuff Girls and Josie and the Pussycats.

While Josie is the next thing on Universal's license list, "Jurassic Park Three" isn't far behind. With Josie being followed by Jurassic this summer, Universal's licensing program will offer a heavily girl-oriented program followed by a heavily boy-oriented program.

As for brand new apparel licenses, Nickelodeon is gearing up for a children's vehicle, Rocket Power. Kids Headquarters heads the list of apparel licensees.