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Military fashions in both apparel and accessories are expected to remain strong among high school and college age consumers.
“Military clothing never goes out of fashion” observes Hy Slavin of Alpha Industries. “Sometimes it levels off; sometimes it peaks, but it is always in fashion.”
The military influence in clothing is so pervasive, said Slavin, that many items have subtle military details that the customer may not be aware of.
Youthful consumers seek slimmer fits today, in contrast to oversize garments popular a few years. Slavin advises retailers to separate and highlight these items from conventionally fitting ones for convenience of customers and improved sales
“Everybody is talking about proportion fit, slim fit, body fit. It is not an age. It is a look and a state of mind,” Slavin commented.
The inside scoop on outerwear
He noted that leather jackets remain one of Alpha’s most popular items. “They are timeless and authentic,” Slavin said. “They are a garment that can be worn through high school and college”
However, the leather jacket market is located mainly in regions of the country where cold winters are the norm. But in the south and southwest, there is a greater need for a jacket that can be worn ten months of the year. For this market, Alpha has developed a series of lightweight, military style cotton and nylon jackets. In colder weather, they can be layered for warmth and during the warmer months, worn over a lightweight shirt.
An example is Alpha’s cotton McIver jacket. Alpha’s lightweight Air Force jackets can also be worn year round.
“You can dress up in them or dress down, Slavin said,” noting that the Air Force jacket is more likely to be bought by older teens and people in their 20s than high school students. In general, there are only two types of jackets, said Slavin. “One is the golf jacket, and that eliminates a lot of high school and college age customers.”
The other is the slicker.
“There isn’t a lot other than these, so we try to come up with military styles that are lightweight in cotton or nylon and that can be worn almost any time of the year.”
Hoods are becoming less important in sweatshirts and jackets, as customers seek more versatility in their outerwear, Slavin noted.
