Branded Logo Tees - The New “It Thing”?
Tamara Szames, Analyst (Canada) ;
Fashion trends are a funny thing. Whether it’s mom jeans or bomber jackets, rompers or Birkenstock’s, you never quite know what the next “in thing” will be.
Well earlier this week as I was on my way to the office I caught a glimpse of something that caught my eye…a young, hip looking guy was sporting trendy jeans and a pair of Stan Smiths with a tee adorned with a large Levi’s logo. The same day on my way home from the office I noticed yet another young gentleman wearing the exact same tee as he peddled his fixie around town. Coincidence? I think not.
Intrigued, I decided to take to social media to see if I could find any more proof of this new “it thing”. As I scrolled through my Instagram feed, I noticed something rather “fresh”, or for those of us that have already lived through it before shall we say “old school”. Right before my eyes I was seeing dozens of posts featuring young, hip girls and guys sporting unisex heritage branded tees with large logos.
Interestingly, it seems NPD data supports my observation. In Canada, within the new millennial category (aged 21-33) branded logo tees grew 3 times faster than basic tees in the first 5 months of the year. And with this segment being the only segment posting growth in the non-active market (year to date), it’s no wonder that brands and retailers are taking action and wanting a piece of the pie.
For example, in honor of Canada 150, Club Monaco launched the #ClubThrowback collection which was a collection of basic tees and sweats featuring their vintage heritage logo, available exclusively and limited to some Canadian Brick and Mortar stores. Another example is the Canadian retailer Simons that has the exclusive for Canada with the 80’s brand Vuarnet, and we cannot forget beloved 90’s brands like Calvin Klein and Tommy Hilfiger that are the natural choice for these branded logo tees.
It seems that both my observations and the data confirm that Norm Core is in full effect! Now it’s time for me to go out and buy a full-size logo tee to add to my wardrobe.
Related Blog Posts
It’s been quite some time since Nordstrom announced that they were going to be opening their first Nordstrom Rack store in Canada; and since then, there has been significant buzz around when this was going to happen.
With four snowstorms hitting the Northeast in March, seasons are blurring as late winter/early spring is seemingly colder and snowier than ever. Contrary to early ads touting sandal weather, boot sales in March have grown the last two years, with the top growing cities being New York, Philadelphia, Chicago and Boston.
Fashion footwear and accessories players are looking for opportunity in 2018, following a soft 2017.
We have been hearing the drumbeat for some time… We are in search of meaningful experiences and, as consumers, we are now comfortable trading our spending on material acquisition for the intangible.
- Top 10 Sellers | Entertainment Industry Trends
- Leisure Sneakers, Comfort-Oriented Styles Drive Footwear Sales
- 10 Trends You Should Know About Kids' Licensed Products
- Plant-based Proteins Aren't Just for Vegans Anymore
- New industry analysis on bra sizing uncovers full-figure opportunities