Lilac, plum, eggplant, mauve, orchid – no matter how you define it, the color is purple, and it's a hot shade this season. Purple is a versatile color that both sexes can wear, since it's a perfect balance of warm (red) and cool (blue). Shades of purple can take on a feminine or masculine feel; they can be light and airy, or dark and dramatic.

From sheer, pastel hues on fingernails to deep, shimmery tones on eyes, purple is everywhere. But why? "I think the reason purple is so popular is that it adds such a nice pop to the existing neutral color palette that is in right now," says Margaret Crow, marketing director of S&S Activewear (asi/84358).

Although it might seem difficult to incorporate the hue into an outfit or room, a bold splash of purple when paired with monochromatic colors can really pop. "The military trend is still very strong, which brings us the base colors of olive green, sand, khaki, grey and camel," says Crow. "Adding the strong jewel tone of purple enhances those neutral colors." It also fairs well as an accent color – a purple bag or bangle can complete any outfit, and a few purple marbles in a tall, clear vase makes a great accent piece for a bookshelf. Black is a great neutral to wear with purple, as well as nude-tone shoes.

Purple has been spotted everywhere: in fashion, home accessories, magazines, advertisements and makeup collections. "You'll see purple in outerwear, T-shirts, fleece, loungewear and accessories this fall and throughout 2011," says Crow. It's clear that regardless of the hue, purple continues to reign. After all, it's the color of royalty, so it should look good on just about anybody.

With lingerie and undergarments being used as outerwear in the fashion world, intimates have experienced a revival of interest. However, even if a client is comfortable with the products in this category, they may worry that ad impressions will be limited. After all, the room for decoration is small, and impressions may be lower because the product is an undergarment. "People think the impressions are limited with decorating intimates because they are worn underneath of something else," says Kirwei Lo, marketing representative for Broder Bros Co. (asi/42090).

While the impressions on others may be limited when something like panties have been taken home, it's important to remind the client about their promotional goals. If you've done your homework, regardless of the client, you should already know that the intimate product meets their promotional or organizational goal.

Take the example of a video-game company looking for a trade-show promotion that will make a big, memorable splash with show attendees. Because an undergarment will create buzz at the event itself and will likely stand out among other products given away, it will still meet the original goal despite what the client might perceive as limited exposure.

"It's important to understand the audience and mindset of the end-user who is receiving the intimate apparel item," says Craig Zwilling, president of Wilderness Dreams/Weber's Camo Leather (asi/73777). In addition, because underwear is a daily-wear product, it's likely that it will be used more frequently over time than a logoed T-shirt or sportswear product, which means that the wearer and her intimate partner will see the logo more than they would with another product.

Aaron Gunderson is the director of business development for Pittsburgh-based Pro Towels Etc. (asi/79750), which announced last week that it has acquired California-based Superior Towel and Decorating (asi/90240).

Wearables: Why did Pro Towels acquire Superior Towel and Decorating?
Aaron Gunderson: Simply because it gives us the ability to ship from both East Coast and West Coast locations. So it gives us the ability to cover the country in providing towels to our clients within two or three business days. Also, market share and to ultimately grow our market share.

Wearables: What does this acquisition do for Pro Towels’ outlook and capabilities?
AG: Superior Towel has a great history of contract decorating, so we feel that we can focus on that area, as well.

Wearables: Are there any new products you’ll be offering as a result of the acquisition?
AG: In our promotional markets, the product lines pretty much cross over one another. The big benefits are primarily the West Coast shipping and having both an East Coast production facility and a West Coast production facility. We do have some new products that aren’t offered in the industry right now that we’re entertaining.

Wearables: Is Pro Towels looking to expand with future acquisitions?
AG: I think if the right opportunity presents itself, our owners would certainly be interested in looking into those opportunities.

Wearables: Is there anything else about the acquisition that people should be aware of?
AG: The acquisition really does kind of fall back to being able to have two production facilities being able to cover the East Coast and the West Coast. The transit time from the East Coast to the West Coast is typically four to five business days, and then the freight costs on top of that. We found our customers would sometimes leave our category simply because of the amount of time and cost it took for our product to get there, whereas now we can simply run it and ship it to them from our West Coast facility.

Our Favorite Wearables
Wrap-Around Ear Muffs

With winter winds approaching, garments that protect extremities are becoming essential once again. These 100% polyester earmuffs (11815) in black fleece can be worn with any outfit. Their soft, moisture-wicking fleece cups provide a snug fit and the adjustable click back makes this a product for the whole family. The item is also completely collapsible for storage in a purse or a pocket, and the ear shells are detachable for easy decorating. Available from NES Clothing (asi/72808).

Selling Tip: Earmuffs are unisex and actually more practical than a bulky hat when trying to pull on a jacket hood. Target clients who frequent the mountains for vacations full of physical activity. They understand the importance of layering lightweight, effective garments when hitting the slopes.

Ask An Expert

Q: Where can I find fleece baby blankets with satin binding? I can find whip-stitched versions, but I’d like satin binding because it’s more appropriate for baptismal keepsakes.

A: Try Terry Town (asi/90913); (800) 742-9793; www.promotionalterry.com. The blankets come in baby blue, baby pink and white, and are made from anti-pill microfleece. Product KP1701-E is the original blanket and product KP1705-E is the newest edition of the super-soft blanket.

Selling Tip: Consider white for a baptismal event for the symbolism.

Q: Do you have a resource for three-color striped headbands or sweatbands?

A: Look at Sports Solutions Inc. (asi/88876); (800) 257-4075; www.nosweatspecialties.com. This supplier offers absorbent terrycloth sweatbands in more than 20 colors, including three neon hues. Customers can choose from any of the colors to fill their three-stripe design.

Selling Tip: Try offering wristbands in pairs or solo as an add-on to headbands.

Bag Makers (asi/37940) has announced that it has lowered prices on its popular Big and Little Thunder grocery totes. The Big Thunder is now as low as $1.43 and the Little Thunder is as low as $1.33.

Bodek and Rhodes (asi/40788) has announced that its virtual design studio for design-to-print artwork is now available as a special feature for its customers to offer to their clients.

Carhartt will debut its first television commercial (in decades) along with an interactive website as part of a national, multi-million dollar media plan. The commercial can be seen at www.getcarhartt.com.

Coastal Business Supplies has announced four new heat-transfer vinyls from Siser and DigiCut, including Glow-In-The-Dark, EasyWeed Stretch, 3D XPD and DigiCut Pro.

Dalco Athletic has announced it is offering new full-color dye sublimation patches, made out of 100% polyester.

Flexfit sponsored the 2010 Justin Timberlake Shriners Hospitals for Children Open during the annual week-long PGA TOUR event, which started October 18 in Las Vegas. Sponsoring for the second year in a row, the company donated 1,600 embroidered caps to the event.

Heritage Sportswear (asi/60582) has announced it has lowered its price on Sierra Pacific polar fleece through October 30.

Hirsch International has announced it is offering a new Adelco drawer dryer for curing direct-to-garment digitally printed shirts and also low-volume screen-printed shirts.

In Your Face Apparel (asi/62494) has acquired Dallas-based Collegetown Screen Printing.

Leed’s (asi/66887) has launched a line of decorated blankets that are offered in two to five colors and multiple textures and weights.

PepWear has launched a company Facebook page. To learn more, visit www.pepwear.com.

Stahls ID Direct has introduced CAD-CUT Glow – heat-transfer material that glows in the dark.

Stitch Designers (asi/741145) has launched an updated website, found at www.stitchdesigners.com.

Towel Specialties (asi/91605) has become the exclusive provider of Board Towelz to the ad specialty industry.

TSC Apparel (asi/90518) has begun its "Apple-a-Day" promotion for Anvil (asi/36350) purchases: customers purchasing at least $1 in Anvil products from TSC are entered into a random drawing each day to win an iPod shuffle, iPod nano, iPod touch or an iPad. One prize is given out per day. Also, at the end of the month, customer purchases of Anvil products will be accumulated and TSC will award the gifts based on the level of purchases.

Vantage Apparel (asi/93390) has launched a corporate fan page on their Facebook page.

Knowing these terms will make distributors who just started sound like they’ve been in the business for years.

Chambray: Popular variety of cotton fabric that combines colored warp and white filling yarns in plain weave. The name is derived from Cambrai, France, where it was first made.

Double Needle: Two rows of parallel stitching at the sleeve and/or bottom hem for a cleaner, more finished look.

Quilting: A fabric construction in which a layer of down or fiberfill is placed between two layers of fabric, and then held in place by stitching or sealing in a regular, consistent, all-over pattern on the goods.

November 12-13, Birmingham, AL
The Embroidery & Direct to Garment Extravaganza
(877) 793-3278; www.embroideryextravaganza.com

Dec. 3, Phoenix, AZ
Holiday Social at the Phoenix Zoo
(480) 889-1392; www.azppa.org

Dec. 8, Austin, TX
CAPPA Holiday Social
(830) 980-9077; www.cappatexas.org

Dec. 8, Houston, TX
Awards Dinner & Holiday Party
(281) 238-4772; www.houstonppa.org

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