JOHN CALLANAN HAS A FEW THINGS TO SAY ABOUT HATS AND FASHION CULTURE

“American chronological age is merging. Moms and daughters are now shopping in the same stores (Forever 21 is a good one). Ditto for papa and junior at American Eagle. And of course, the sexes keep merging. Guys are wearing colorful T-shirts and girls are wearing distressed and dirtied denims and shorts.

Menswear styling is still driving women’s looks. Retailer Forever 21 (well known for its girly clothes) even recently introduced a young men’s department. Check it out. Seasons also appear to be merging as a result of climate changes. As the global market becomes a village, we cannot depend on historical fabric weights any longer. Search out medium fabric weights that have a longer seasonal life.

The only un-merging now is between the METROSEXUAL and the MACHO-MAN. This may be good for the hat industry, as the non- plucking, non- preening, non product using MACHO-MAN may decide to wear hats to add to his manliness.

SO WHAT IS INSPIRING THE MARKET?

“The Da Vinci Code” is inspiring everyone – that means Renaissance lifestyles. Romantic colors like Burgundy 19-1617, Plum 18-3418 and Indigo 19-3215 are a part of that style. Mellow yellow is the new orange. Orange is being replaced with yellow; the color of hope and sunshine. White, the color of purity, will be stronger then ever. The tea industry is even pushing “white tea” made from the Chamomile flower which is healthier then green tea. A Zen mentality reigns. Customers are looking for TONAL TRANQUILITY within this TUMULTOUS WORLD.

Madonna (on tour) is inspiring Leather - distressed, grayed, burnished or waxed will make a big comeback. Velvet has already begun to sizzle. Tartans and plaids will rise again, but use the 3 R’s, recolor – resale - rethink. Use plaids with a hint of color or even Lurex threads. Maybe bleach-out a Prince of Wales plaid for newness. Balenciaga’s famous riding helmet from 1966 is back in fashion re-engineered in a softer more wearable profile. The jockey cap will be the new baseball cap. Play with fabrications and visor shapes! Gloves are exploding and selling as high as elbow lengths.

MILITARY-UTILITARIAN looks have been simmering because of the war and will come into its own for fall 2007. The EQUESTRIAN TREND will give the go-ahead to gold military buttons and antiqued brass buttons. Here again we see the BALENCIAGA helmet hat profile immerging. Salute the trend with studs, chains and bullion as extras! Military greens, olive brown 19-1116, moss brown, Chestnut 19-1118 and Navy 19-4026 will round out the palette.

BIRD prints - from Eagles to Crows - will be popular and ANTLERS and HORNS will be even more popular for one color prints or as fancy embroidery over plaids. ANTLERS will also show up in swirl and filigree graphics as seen on coat of arms.

Fur is flying again. It does not have to be real there are wonderful high-quality faux furs out there. Use as trim on hats, collars and cuffs. We will also see animal and fur showing up in menswear in discreet ways - the underside of a collar or the lining of a jacket. Fur partnered with leather will be a winner.

Knitwear is exploding - MISSONI is a great designer for inspiration. Beanies are a great place to play with animal prints. The customer is looking for a soft feel. Use cashmere, alpaca or angoras. Texture will also be important. Try ribbing, aran or waffle designs. Salt and pepper looks will be popular.

The BIG color story will be GREY. From whisper white 11-0701 to neutral grays like 17-4402, silver cloud 15-4502 to medium grays like elephant skin 17-0205 and caster skin 18-0510 to flannel and charcoal, pewter 15-5205 to storm grey 15-4003 and drizzle grey 16-4402 grey will run the gamut.

Accent colors with grey will be blue/grays like 16-4706 and peri 17-3930 For sporty looks stay with heather grays and blues like faded denim 17-4021, navy 19-4013, mood indigo 19-4025 and Ink 19-4234.

REDS and WINES are always good accents with grays. Try pairing blackberry wine 19-2816, mauve 16-1617, garnet 19-1655 and hydrangea 19-2009 as accents to grey.

Kids clothing; BROWN and Beige will become very popular in kids clothing as a result of all the “brown” characters in movies like Curious George” and “Cars”.

It is very important to add value with detail where ever possible. The inside of the product is just as important as the outside. The customer is willing to pay more for SIGNATURE pieces, especially accessories that can be worn with multiple outfits. We see a resurgence of the COLLECTABLE trend. The customer will buy in multiples if the item is rights. It is more important the ever to emotionally connect with your core customer.

The customer wants to be excited. Basics are good but you must infuse a little excitement into your collections.”

JOHN CALLANAN
Trend - merchandiser.
212-206 8696
callanan@nyc.rr.com