Well-made styles that are priced sensibly and use recycled materials are top of the list of demands from jacket buyers, reveals David Sanders-Smith, managing director and founder of Result Clothing
David Sanders-Smith
What are the key jacket and gilet trends for 2024/25?
The trend is for styles that have less of an environmental impact. We see the market keeps to traditional value-for-money products that are well made and have consistent stock availability, so when we introduce new styles we always ensure Result meets this criteria, but now with a preference for the use of recycled materials.
When our Printable Softshell arrived, it attracted huge appeal throughout the industry with the R231 (Printable Softshell with Recycled Fleece Inner) and R232 (the bodywarmer version of the R231) becoming market leaders. We are transitioning our production of these and other styles to using recycled fabrics, not only to further widen their appeal but also to lessen their environmental impact and increase customers’ CSR (corporate social responsibility).
Are there any specific design features that your jacket and gilet customers are currently demanding?
Garments need to be adaptable: to be worn in layers, to have longevity and be washed at lower temperatures. There is a call for more cosy fits, more pockets, and reflective touches on non-PPE styles.
And what about fabric, what is the most popular choice?
Since the introduction of softshell, it has become the leading material. It is so adaptable and complements other fabrics to form hybrids that are part-padded and part-stretch, such as with the R237 Padded Softshell Jacket, R238 Padded Softshell Gilet and R240 Padded Winter Jacket in our Compass range.
These are the rising stars of Result Genuine Recycled, using simple trim colours that can blend with corporate and club logos and, being sensibly priced, tick all the boxes and are made from recycled materials that cost virtually the same as standard material. In these styles, we are seeing yearly sales growth of over 50%.
The Printable Softshell line has been well-received by the industry, reports David
The trend is for styles that have less of an environmental impact, David adds
How popular are jackets and gilets as brandable products?
Result has seen volume growth of about 10% since 2022 for brandable styles – outerwear is always going to be one of the biggest sellers [in imprint] as it naturally covers all other items up!
What is the current bestselling jacket or gilet style from Result?
Our recycled range has seen a massive increase in sales. We expect the trajectory of these styles to continue in the ascent, which is one of the reasons we are transitioning mainline styles into this genre too.
Result Genuine Recycled products have increased demand due to customers really feeling an overriding responsibility to be part of the solution rather than the problem. This morning’s newspaper cited a 40% increase in plastic products, so it is important to everyone that we change buying habits and source products that are recycling this plastic waste.
How do you see outerwear product development progressing over the next few years?
We have seen some very bold coloured ranges come and go in recent years, especially in workwear-related garments. We think the secret is to keep colour mixes subtle – generally, people don’t want to walk along looking like a Christmas tree!
What’s the single best piece of marketing and sales advice you can give to Images readers to help them sell more jackets and gilets?
Offer products with good stock availability that can be supplied in large or small amounts on an immediate basis that are fairly priced and, where possible, made from recycled materials.
