Buyers won't want to take risks; they will want to know that every pound they spend will lead to a demonstrable return on their investment. They will be looking to corporate and promotional clothing that they know and trust. For many, if not most, that will mean the T shirt.

Our market research suggests that T shirts will sell especially well in 2010, as people return to what they know and trust. T shirts offer a relatively inexpensive yet highly effective means of promoting a business or brand. They have the broadest appeal, being worn by men, women and children of all ages. Most importantly, customers know from experience that people appreciate and value receiving a well decorated promotional T shirt.

Fruit of the Loom’s heritage is founded on the T shirt. We will become even more focused on our T shirt offering in 2010 in response to our research. The fact is that T shirts have never made more sense, in terms of their value and effectiveness as a promotional medium.

We also expect a growing demand for brighter colours. Fashions from the 80s are having a big influence on the high street at present, especially bright, bold colour schemes. Fruit of the Loom will be adding ‘brights’ to many of our activewear lines in 2010 to meet our customers’ changing requirements. We will also be introducing a new colour, ‘K2 Yellow’ to the men’s and kids’ Valueweight T. It offers a brighter, punchier alternative to our classic ‘34 Sunflower’ colour option.

The challenges from 2009 will continue into 2010. Companies will continue to be under pressure to meet customers’ expectations over quality of service, reliability of supply, etc. Customers will be looking to minimise their risks by working with companies and brands that they know and can rely on. In an increasingly competitive market, trusted suppliers will continue to prosper.

Fruit of the Loom enjoys a high level of trust and goodwill within the industry, built up over more than 150 years as a leader in textile manufacturing. We will be working harder than ever to deliver not just the quality and choice of products, but also the quality of support and service that our customers have come to expect from us. Our new state-of-the-art manufacturing plant in Morocco is operational now and it will enable us to consolidate our position as the number one activewear brand in Europe. Our target, as always, is to give our customers what they need to be successful by delivering product quality, availability and value that are second to none, while operating in as environmentally and ethically responsible way as possible

Promotional and marketing budgets will remain under review in 2010. So the main challenge for garment manufacturers is to supply products that are of a high quality but also affordable. The downward pressure on prices has led to increased competition during 2009. However, ‘value’ means more than the lowest price. The value of a promotional item must be measured not only on how much it costs, but also on the number of times it is viewed, the response from the person wearing the garment and anyone else that views it, etc. A promotional garment that is treasured, worn repeatedly and that is seen by as many people as possible represents much ‘better value’ than a similar garment that costs a few pence less, but which falls apart on washing, is uncomfortable to wear, loses its shape and generally detracts from, rather than enhances, the brand it is promoting.

Fruit of the Loom takes its product quality seriously. We operate an in-house consumer testing laboratory manned by expert fabric technologists. We’ve just invested in a new state-of-the-art manufacturing plant. And our T shirts and in-house sweats are manufactured only from Belcoro certified yarns.

2010 is going to be a massive year for promotional clothing linked to sporting events, and especially the South Africa World Cup Finals. The tournament represents a big opportunity for everyone in the business to increase sales.

Fruit of the Loom is already preparing for the inevitable surge in demand for our imprint garments during the run up to the World Cup. The extra production capacity afforded by our new Moroccan plant and its proximity to the European markets mean that you can rely on Fruit of the Loom to have the stocks in place to meet all your World Cup clothing requirements.

We will also be launching a new exciting service to coincide with the run-up to the Finals. Fruit Extra offers Fruit of the Loom customers the opportunity to add that personal touch to their activewear. The new made-to-order garment manufacturing service, which will operate out of our Moroccan factory, opens the door to private labelling, special colours and selected special styles based on our best-selling Ts and sweats. It’s perfect for promotional campaigns and supporter wear linked to the South Africa World Cup and we are expecting a massive demand once our customers learn about the offer.

Fruit of the Loom is launching five new styles in 2010, four of which are T shirts. For men, there is the Fitted Valueweight T and Heavy Pocket T; for kids, the Long Sleeve Valueweight T and Girls Valueweight T; and for women, we are introducing the Lady-Fit Jog Pants, a complete redesign of our previous model. We will also be adding two new colours: the aforementioned, K2 Yellow and the vintage-look 87 Charcoal.

Giving everyone what they want

Kirsty Macdonald, brand manager, Skinnifit

After a long and rather strenuous 2009 for all, there are signs that the economy is at least thinking about turning a corner…or at least that’s what the market is hoping. 2010 is undeniably going to be tough for many and it’s vital that brands and customers understand and are equipped for what the end user wants and needs.

Skinnifit has always stood for style, design and quality and we’re determined to stick to our principles. However, that doesn’t mean the brand have ignored many of the economic challenges and are introducing a new 100% cotton women’s T which perfectly balances cost, style and quality. The name of this one? Aptly, the brand have called it “the Perfect T”.

Skinnifit are also seeing a continued demand for all things hooded though forecasting customer demand for garments that offer the customer something more than the most basic hood possible. In these times customers are indeed more discerning and looking for garments that last better that offer the customer that bit more and reflect a much better value for money principle.

It’s undeniably going to be an interesting new year – and one which requires a much closer contact with the customer than ever before. Every step and stage in the marketplace needs to be carefully analysed to ensure that we’re offering the customer the best possible solution to their needs. Skinnifit are in no doubt that quality and style will carry on being a key customer deciding factor and so, these being at the core of the Skinnifit business, the brand are being sensibly and cautiously confident about the year ahead.

The increased number of cut-price brands and lower quality products that are now flooding the marketplace will undeniably form a challenge – but we’re determined to ensure that our stance on offering a quality product stays strong. Value for money isn’t necessarily all about who’s the cheapest; it involves product durability quality, availability and often the potential to re-buy as and when required.

The T shirt market is constantly evolving in both fabric and shape terms. It’s not so long ago that there were no women’s T shirts at all in the marketplace and now we’ve got a plethora of styles, shapes, fabrics and forms. In addition, we’ve now got a firmly established men’s T shirt sector that encompasses a more modern fit. Admittedly, the original oversized, chunky and square-shaped T shirt market does still exist but customers are increasingly waking up to the fact that shapeless forms are not the best option for many a customers’ needs.

Skinnifit, Skinnifitmen and Skinni Minni are all seeing new product introductions for 2010 including the much requested Kids Dance Pants which are being launched due to customer demand. Skinnifit (women’s) is seeing new colour introductions in addition to new styles. For those who love fuchsia, the brand is keen to suggest having a look at their new Hot Pink which extends the popular pink palette. And for those who love their hoodies, have a look at the new and lighterweight (but still cosy) Beach Hoodie for women which is available in luscious Spring Green and a dazzling Bright Purple.

Give them the feelgood factor

Katie Stewart, managing director, Henbury, takes a look at what's on the horizon for some of Henbury's brands in 2010.

Anything different, new and exciting will be hot. If people are going to buy then they want to buy well and wisely but also with a bit of excitement, leaving them with that feelgood factor you get when you have bought yourself a treat which gives you little butterflies inside – well it does for me.

I think it is still going to be a very tough year next year. With a record number of people declaring themselves insolvent (up 27%) and the continued losses from the main banks, next year is going to be tough for all. More unemployment means less people in the workforce which means less products needed, however we believe that companies who had previously bought bespoke merchandise will now be looking at cheaper alternatives and with the wealth of products now on offer "off the shelf", they will be spoilt for choice. We will continue as a company to offer something a little different from the mainstream, quality being paramount as well as service and supply.

One of the biggest challenges for 2010 will be reading the market. Who knows what is going to sell when? However ensuring that we are ready for the upturn when it happens will be key.

The key influences will be quality, continuity and consistency.

MUMBLES

Quirky is also good – we are seeing great interest in the Mumbles Collection throughout the UK and Europe which is good to see. Covering a wide price range there is always something to suit all budgets which is important in this current climate.

OKARMA

Organics, recycled and anything good for the planet is still very prevalent.

TOUR COLLECTION

With the World Cup on next year in South Africa and England qualifying, there will be a huge demand for the Tour Collection products specifically with the England Emblem. There are 30 different products to choose from the England Collection and a further 16 Union Jack styles offering enormous scope and marketing opportunities.

LARKWOOD

They always say that there is a baby boom during a recession and The Larkwood baby and toddler range is going from strength to strength. With the addition of the Rock Baby Sleepsuit in black, 2010 will continue to see growth.

TOWEL CITY

Towel City continues to see growth. The Egyptian Cotton range was added a few years ago and has been a great addition to the range. In subtle hues and super soft 100% Egyptian yarn it is the luxury end of the market but at an affordable price. The luxury range is available in 16 colours so every colour scheme is catered for and the classic range in navy and white has always been a popular choice. New for 2010 is the soft handled textured waffle robe with a kimono collar and deep patch pockets with a matching pair of waffle mules. Both available in white.

FINDEN+HALES

2010 is looking to be the year for teamwear with the sector continuing to gather momentum as it has been even throughout the current economic climate. There is something of a demand for increased personalisation within the marketplace today with many customers seeking garments that set them apart from the mass of plain and ordinary garments out there. It’s becoming more and more apparent that teamwear is not limited to those in the sporting arena with customers just as likely to be from a utility company as an athletic team. Customers also benefit from the increased focus on speciality fabrics that tend to be within the teamwear sector, with many now requiring a wicking fabric or fibre such as Coolplus (wicking) as a “must have” for their garments.

Finden+Hales are well positioned to take advantage of the increased customer demand with a bigger and bolder collection than ever before. The brand have introduced confident and striking new designs in Coolplus for both men and women which tie in with the surge in awareness for performance fabrics and also a more contoured and athletic styling. The brand are keen to point to point out that Coolplus® is a technology that is inherent within the fibres and not a chemical finish. This means that their moisture management aspect will continue to stand the test of time long after any chemical treatments, sprays or finishes have washed away. If wicking is important to you, and customers are telling us that it is, it’s important to be knowledgeable about what you’re purchasing.

The brand’s confidence can be seen in their 2010 product launch of a total of 13 new products across men’s, women’s and kidswear, tops and bottoms and T shirts and outers. Much of this has been the result of the brand getting out and about on the road and talking to customers about what they want and what they’re missing from the marketplace.

We’re seeing an incredible growth in customer awareness across the breadth of the teamwear sector from kids up to adults and from T shirts to warmer weather jackets. 2010 is going to be a fascinating year for us and we’re already looking forward to progressing the brand into new markets and areas. The market’s still evolving and will undoubtedly continue to do so. It’s proving to be the most exciting sector around today.

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