63 images OCTOBER 2026 www.images-magazine.com MARKET INTELLIGENCE Shaun Rolfe, director of sales at Stormtech for the UK and Europe, discusses layering, retail-inspired designs, and the power of samples Talking trends: What are the key trends in jackets and gilets for 2026/7? Two things stand out: firstly, retailinspired product. The corporate and uniform market is increasingly embracing fashion-forward clothing that people would genuinely choose to buy for themselves on the high street. The demand is growing for versatile garments that transition seamlessly from the workplace to after-hours activities. Secondly, clothing that lasts. Buyers are increasingly frustrated by garments that fail to stand the test of time. What shades are in demand? Earth tones are becoming an increasingly popular neutral canvas for showcasing corporate logos on garments. They provide a modern, understated backdrop that complements branding while giving uniforms a more contemporary look. Bright, vibrant fashion colours always make an impact and look fantastic on display rails and showroom walls, however, they typically do not achieve the same volume of sales. Black, navy and charcoal grey remain the top three bestselling colours across the industry. What design features are your jacket and gilet customers asking for? Technical and breathable fabrics are Shaun Rolfe Jackets and gilets in high demand. I believe this is largely because many materials are being marketed as “technical” without delivering the performance consumers expect. Unfortunately, many synthetic materials fall short. Without proper moisture-wicking properties built into the fabric construction, perspiration can remain trapped in one area, creating an uncomfortable garment. What are the bestselling jackets or gilets from Stormtech? Layering is becoming increasingly popular within the corporate uniform market. We are seeing a shift in customer purchasing behaviour, from simply selecting a single outerwear piece to building versatile apparel collections that can be mixed and matched, allowing the wearer to layer up or down and remain comfortable throughout the year. A common example is customers pairing quarter-zip long sleeve garments with gilets to create a flexible layering system. The HTZ-2 and HXR-1 are often the preferred choices for the quarter-zip layer, paired with a softshell gilet such as the BHV-3, or an insulated option such as the KXV-1. When a higher level of protection is ultimately required, customers are increasingly looking for fully seamsealed performance outerwear that can provide reliable protection from the elements without compromising comfort. Examples include the lightweight SSR-5 and the insulated X-2. The growing focus on layering reflects a broader shift toward versatility, comfort, and year-round performance in corporate uniforms. How do you see jacket and gilet product development progressing over the next few years? The trend toward retail-inspired wearables is set to continue as customers increasingly recognise that a modest investment in higher quality apparel can deliver greater value over time. Well-designed, versatile garments that are durable enough for work yet stylish enough for everyday wear are more likely to be worn frequently and for longer, ultimately providing a stronger return on investment. What’s the single best piece of marketing and sales advice you can givetoImagesreaders to help them sell more jackets and gilets? Start by asking questions and understanding what the customer is ultimately looking to achieve with their purchase. Explore the pain points they have experienced with previous products and use those insights to address their concerns with the right solution. Don’t be afraid to introduce an option that sits slightly above the customer’s initial target price. Present a clear ‘good-better-best’ selection that gives them choice while demonstrating the value of upgrading. Most importantly, provide a sample for the customer to touch, feel and experience particularly when introducing them to a product or performance level outside their usual comfort zone. There is no substitute for experiencing the quality and performance of the garment firsthand. We know that a significant part of Stormtech’s success in the market is being fuelled by samples. www.stormtechperformance.com Retail-inspired garments such as the Stormtech Boulder Quilted Jacket are a key trend, confirms Shaun
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