Delta Apparel's (DLA) CEO Bob Humphreys on Q2 2019 Results - Earnings Call Transcript - Seeking Alpha |
- Delta Apparel's (DLA) CEO Bob Humphreys on Q2 2019 Results - Earnings Call Transcript - Seeking Alpha
- Athletic apparel brands are tapping esports players as the new influencers - Glossy
- The demand for genderless kids apparel is on the rise - Glossy
- PHOTOS: New Walt Disney Quote Apparel Arrives at The Emporium in... - wdwnt.com
| Posted: 06 May 2019 07:03 PM PDT [unable to retrieve full-text content]
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| Athletic apparel brands are tapping esports players as the new influencers - Glossy Posted: 06 May 2019 09:12 PM PDT  The appeal of celebrities, actors, musicians and athletes as brand influencers is obvious. But in recent months, an unlikely new category of fashion influencer has arisen: the professional video game streamer. Last week, Champion unveiled a partnership with Foot Locker which will bring apparel with branding from five major esports teams to retail. Later this month, Champion will host an in-store tournament where customers can meet some of the players from the teams and compete against them in games. The apparel was created by Champion's teamwear division and will include official jerseys for players to wear during competition, as well as jerseys and other merchandise like T-shirts and hoodies for general customers to purchase. For Champion, which has been working on a limited basis with esports teams for a few years, these players represent an untapped influencer category that is notable for its directness and accessibility. Customers can interact directly with these influencers in a way that is not always possible with celebrity influencers or even regular influencers who use more traditional social channels like Instagram. "The people we work with in this space, they are streaming, tweeting, posting 24/7," said Tyler Lewison, general manager of Champion's teamwear division. "As an example, when we have done limited-edition drops with teams, they'll go ask their fans [during a livestream] to respond if they were able to cop it. Those fans will reply with a 'W' if they got it or something like that. Sometimes they'll take pictures of the order confirmation screen. Once the product is live, they go and create content with unboxing videos and reviews. These players are remarkable, and they have a lot of direct connection with fans. They're efficient, accessible content creators with huge audiences." The $1.5 billion esports industry is a fruitful one for sponsors and brands of all sorts. While fashion may seem like one of the least likely categories to get involved, teams like New York Excelsior have made fashion a major part of their brand identity. Late last year, the team partnered with streetwear designers like James Bond and Melody Ehsani to create esports-themed apparel that was sold through the team's retail channels. It even released a team-themed Nike Air Force 1. The esports community is fertile ground for brands. More than 60% of esports fans are between the ages of 18 and 34, and close to 60% have a favorable view of brands coming into the esports space. While traditionally male-dominated, female viewership of esports has risen to make up 30 percent of the total audience. Collette Gangemi, New York Excelsior's head of consumer products and merchandising compared the influencer power of esports players to professional skateboarders in the '90s and early 2000s. They tap into a growing youth culture movement and have unprecedented influence among those kids who are fans. "You are going to see players in this space who will become fashion icons," said Gangemi. "Some, like Nate Hill, already are. We have guys who are on our Overwatch [a popular competitive video game] teams who wear Balenciaga sneakers. It's starting to happen, and they have a huge influence on the people who watch their streams." Athletic brands in particular are beginning to ink partnerships with esports players and teams in the same way they sponsor basketball or football teams. Champion has done teamwear for teams at both the professional and academic levels and both Nike and Adidas have made partnerships with professional teams. Teamwear can also be incredibly lucrative for brands, especially when the teams they work with perform well. In 2014, after Germany won the World Cup, nearly 40 percent of Adidas' jersey sales were for Germany teams, contributing to Adidas' $2.3 billion in jersey sales that year. Teamwear in general, regardless of sport, has a lot of potential for athletic brands. Nike just signed a 10-year exclusive deal valued at around $1 billion with the NFL and sportswear e-commerce platform Fanatics, to provide jerseys and teamwear to the league. "On the teamwear side of our business, esports is a global phenomenon, and we view it as a huge opportunity," said Kelsey Costello, vp of art, product design and development of teamwear at Champion. "The goal for us is to continue to work in an authentic way with these teams. There's a ton of opportunity to build on what's out there today."  |
| The demand for genderless kids apparel is on the rise - Glossy Posted: 06 May 2019 09:11 PM PDT  With millennials and Gen Z entering into parenthood, genderless clothing for babies and kids under the age of 12 is on the rise. "More childrenswear brands are targeting millennial parents, as the generation now accounts for the majority of new parents," said Ayako Homma, consultant at Euromonitor International. "Millennial parents appear to be more open-minded when it comes to gender and prefer to give their children more clothing options in different colors and styles, without being constrained by their gender." That push for inclusivity among adults and kids was a big reason why Diapers.com employees Christina Carbonell and Galyn Bernard founded gender-neutral kids brand Primary in 2015. Part of their inspiration came from their time at Diapers.com, learning about reinventing the customer experience for parents shopping for replenishment items like diapers, wipes and formula. The other part came from walking around retail floors on the hunt for their own kids, finding girls clothing departments filled with pink dresses and princesses, and boys departments filled with blues and fire trucks. For Bernard, a mom of two daughters who aren't fond of pink and purple, that meant trips to the boys department for new clothes. "We were longing for a different brand in the market that felt more like brands we loved in the market when we were growing up, like Benetton. We wanted simplicity and colors without logos, slogans and sequins," she said. "Everything today is so prescriptive. We wanted to offer a place where there's a rainbow of colors for every kid, and the pieces are super soft and comfortable." The brand launched by promoting a line of basics for kids, all under $25. Five years in, it's continuing to expand its gender-neutral assortment. In 2018, Primary brought in $30 million in revenue, over two times what it saw in 2017. The brand uses its Instagram page, where it has 66,400 followers, to showcase all of its styles and colors, modeled on both boys and girls. Primary also encourages customers to post photos of their kids wearing Primary and to tag them with "#yesprimary" for a chance to be featured on the brand's page or in future marketing efforts. So far this year, the brand has been racking up major waitlists for new items. Around Valentine's Day, there was a 6,000-plus waitlist for Primary's rainbow heart pajamas, and this spring, it saw a 4,000-plus waitlist for its raincoat. Genderless clothing for adults is fairly mainstream at this point, with brands from Gucci to Zara launching genderless lines as early as 2016. When it comes to kids clothing, more brands are going there. In October, contemporary fashion brand Cos launched a line of kids clothing for the first time, which came with a collection of genderless baby clothing. In November, children's retailer Nununu partnered with Céline Dion to create a gender-neutral line. In February, market intelligence agency Mintel projected the children's clothing market in the U.S. will reach $40.6 billion by 2023. While Mintel doesn't track gender-neutral kids clothing specifically, DeSalva said 27% of parents shop brands based on which align with their values. Because more and more millennials and Gen Zers are shifting into parenthood — the oldest members of Gen Z are 24 — she said it makes sense that this number will increase. "These generations are more tuned into values like inclusion," said Alexis DeSalva, senior research analyst, retail and e-commerce at Mintel. Bernard said she thinks a big part of Primary's success in the gender-neutral space comes from the fact that it's been selling customers on genderless clothes since launch. "Customers are smart, and they can tell when a brand all of a sudden makes a big, splashy launch around, 'Look at our new gender neutral line!' It doesn't feel true or core to what a lot of these brands are offering," she said. "Being a small, nimble company founded by moms, we are looking for those key insights that will make our customers' lives easier. It's a massive differentiator for us."  |
| PHOTOS: New Walt Disney Quote Apparel Arrives at The Emporium in... - wdwnt.com Posted: 06 May 2019 09:24 AM PDT If you've always wanted to wear Walt's wisdom, this new line of apparel showcasing Walt Disney quotes is perfect for you. Unfortunately, they seem to have left out a few of our favorites, like "People can buy Pepsi-Cola, but they can't pee in the street.", but these will do just fine. Check out the full collection, which is now available at the Emporium on Main Street!
"It's Kind of Fun To Do The Impossible" Raglan Tee – $34.99
"It Was All Started By a Mouse" Longsleeve Sweatshirt – $49.99
"Here You Leave Today – and Visit The Worlds of Yesterday, Tomorrow, and Fantasy" Tee – $34.99
"When You Believe A Thing, Believe It All Over Implicitly and Unquestioningly" Tee – $34.99
Will you be adding these tees to your collection? We always appreciate any nods to the man who started it all.  |
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