When the details of Beechfield’s new product lines for 2016 hit our desks, a range of patterned products immediately demanded further investigation. The new Graphics range has, says Hannah Swift, Beechfield Brands designer, tapped into the huge print trend which has been growing in presence in retail over the past few seasons and is set to continue into the next.
It is, perhaps, a somewhat unexpected development in a market dominated by plain garments, but it’s one that reflects the increasing influence of retail fashion trends on the imprint business. “Traditionally, we would not offer patterned design products as we felt this was not suited to our market; however, more and more brands are moving away from solid block colours in clothing and accessories and boldly offering all-over, decorative pattern designs on everything from T-shirts to trainers,” she explains. “A big growth area for us over the past few years has been in our Retail-Ready, street-fashion-inspired products. This has been particularly successful in our BagBase brand as well as in our Beechfield headwear brand. These products appeal not only to our promotional customers, but also to etail and retail brands.”
The Graphics line contains six printed products: two BagBase backpacks; two Beechfield Snapbacks; and two Beechfield Five-Panel caps. The products are available in six patterns, says Hannah, explaining: “All the patterned fabrics have been exclusively designed by Beechfield and draw inspiration from fashion, retail and seasonal trends. With this new collection of products we wanted to give customers the opportunity to use a printed style and add further decoration and personalisation.”
Hannah is quick to confirm that, like all Beechfield Brands products, the new Graphics styles have been designed for easy and impactful decoration. “Whether it’s large, white, varsity-inspired numbers, or a scripted embroidery of the brand’s name, the bolder the better. The bags are made from polyester, which is a fabric that we use regularly across our BagBase range as it is ideal for print, embroidery or appliqué. To key into retail you could add subtle branding to the backpack in the form of a woven, branded tab or a leather-embossed patch, and create a bolder statement with a single colour over the printed design on the drawstring backpack.”
The youth market is an ideal target for the Graphics range, with both men and women likely to be equally attracted to this unisex line. “Whether it’s a back-to-school campaign, a fun summer holiday lifestyle-look or a more urban, grunge-inspired trend that you want to tap into, there is a print within the collection to suit it,” Hannah concludes.
THE SIX NEW PATTERNS
This striking print is inspired by modern-day technical sportswear. The sharp angles and clear linear appearance give the illusion of 3D forms within the fabric.
Darker florals dominate retail for 2016. This unisex pattern is very directional and perfect for brands that want to be at the cutting edge of the high street looks.
Single-colour Hawaiian and tropical prints are emerging for 2016, re-coloured with an unseasonal monochrome palette for summer. This lack of colour creates a great graphic impact.