Selling Uniforms? Don't Forget the Socks!

Jan 25, 2008

Apparel decorators and promotional consultants serving the school and team markets often overlook the opportunity to dress their customers from head to toe, says Zula Hinshaw. "Socks are a very important 'after thought,'" says the custom program manager for Pro Feet Inc., Burlington, N.C. "They complete the uniform. Why put nice matching uniforms on players and then everyone has on a different sock? This defeats the purpose of the uniform and the goal of uniformity."

According to Hinshaw, Pro Feet will be showing two categories of socks at the Imprinted Sportswear Show taking place in Orlando, Feb. 8-10 — athletic team socks and custom (design-your-own) socks. As with other products in the decorated apparel industry, it helps to be knowledgeable about sock construction trends as well as the market opportunities, Hinshaw says.
 
"Trends developing in athletic team socks are moisture management as well as bacteria/odor resistance," she notes. For example, the company's polypropylene Multi-Sport socks can be used in all sport categories, and they are available in over-the-calf, crew and mid-crew styles to meet varying consumer demands. "These socks are designed with strategically placed supports and cushioning for comfort and performance and are available in many colors," Hinshaw adds.

As for Pro Feet's custom program, she says this approach "works well in the athletic, uniform and school arena and is also a great fund raising idea." According to Hinshaw, the company offers a low 24 pair minimum with four- to five-week delivery. "We offer eight styles in this program with lettering and/or logo. Customers can use their own logo or a stock logo," she adds.

In addition, Pro Feet's custom program includes the option of embroidered socks, wristbands and headbands. "Even though many decorators do their own embroidery, we have the capability of placing embroidery on bands and then sewing the product, which makes for a nice smooth back to the band," she says. — R.L.

Note: To help apparel decorators compete in the team sports market, the ISS Orlando conference offers "Selling Apparel to Teams and Leagues" on Saturday morning, Feb. 9. Taught by imprinted sportswear industry veteran Doug Wilcoxson, national sales manager of Bomark Sportswear, Rancho Cucamonga, Calif., this course offers helpful hints for finding the business, securing it, delivering it effectively and overcoming the problems that come with the team/league business.

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