PPB August 2021

Ou t e rwea r by Danielle Renda On The Coat-Tails Of Winter With people expected to spend more time outdoors and on the go this winter compared to last year, high-quality outerwear and accessories are sure to be in greater demand. Whether it’s a specially curated jacket that’s designed to withstand the snow and cold, or a scarf that’s light enough for a mild winter’s day, promotional wearables can provide wearers with all-day comfort, warmth and style, while yielding ongoing brand exposure for businesses. A s the coolest months of the year approach, wearable accessories such as gloves, scarves, hats and earmuffs shift from being worn as fashion statements to becoming everyday essentials. No longer do the lightweight, packable appeal of windbreakers and the grab- and-go convenience of cardigans do the trick; wearers need the heavier-weight and thicker materials offered by puffer jackets, parkas and down jackets to brave the cold. With the majority of U.S. states and in countries across the Northern Hemisphere experiencing cool weather at least six months a year, seasonably suitable, high-quality outerwear is a smart choice for marketers and advertisers wanting maximum visibility for their brands. In 2018, coats and jackets accounted for more than half (52.2 percent) of the $267.3 billion global winter wear market, according to Grandview Research. While the demand for winter wear dropped in 2020, likely due to the pandemic that kept people indoors, it still totaled $114.6 billion. The good news is that many Americans have transitioned back to an in-office or hybrid work schedule, or are in the process of doing so, which means more time outdoors and also more use of jackets, scarves and other seasonal wearables. In May 2021, a survey conducted by Partnership for New York City revealed that about 62 percent of Manhattan’s office workers, or approximately one million people, could return to the office by late September, up from 45 percent in March. Not only are they returning, but they’re looking forward to doing so. According to the Eden Workplace Return to Office Survey, published in March of this year by Wakefield Research of 1,000 full- and part- time U.S. office workers, more than eight in 10 (85 percent) said they were looking forward to returning to the office in some capacity this year. Travel is also predicted to be up this winter. In January, a survey by TripAdvisor of consumers in the U.S., UK, Kichigin / Shutterstock.com. 12 | AUGUST 2021 | INNOVATE