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Retailers making headway these days are doing so by selling a fairly wide range of hats, caps, bandannas and other headwear to a widening demographic that includes all possible genders and many age groups.
Army/navy retailers in particular are well positioned to sell many popular styles of hats and caps, meeting the tastes and needs of military veterans and supporters, urban and suburban youth, sports enthusiasts and those just wanting to wear the latest fashion — which just happens to be anything military and/or camouflage.
"The military-style look has been mainstreamed," according to Bob Broner of Broner Hat & Glove in Auburn Hills, Michigan.
That means either non-military hats in military-themed patterns and colors, or military hats in both traditional camos, OD, navy and black and decidedly non-military colors (such as plaid and pink).
This is especially true of fatigue/SWAT caps and boonies, which sell as a matter of style accompanied by a wide panorama of colors and patterns.
About the only downside of the military trend is the increasingly fierce competition from mass marketers.
For the urban hip-hopster or wannabe, brimmed hats and ball caps fashioned with an old-timey Negro (baseball) League look are in vogue, according to Broner.
"If it looks like it came out of your grandfather's attic, it's hot now, even in Target and other mass market outlets," he said.
The Negro League caps are selling in fitted versions or incorporating elastic flexfit banding. Broner sells mostly unembroidered caps, which go together with plain sweats or track suits for the complete ensemble.
The stingy brim hat also remains on top. Named for its truncated brim, it's a personality statement and a retro-look that is an urban hit. Celebrities such as Kid Rock have helped popularize the stingy brim.
Broner observed that caps and hats in sports/school colors are a priority for consumers. Army/navy retailers should take advantage of that team spirit by getting the lowdown on the preferences of the local sports and school fan bases.
Protection against harmful sun exposure is increasingly driving hat sales, and Broner has partnered with the Coppertone company to market headwear that features enhanced solar protection ratings of UPF (Ultraviolet Protection Factor) 50+.
For both the hardcore military enthusiast or veteran and the casual cap wearer, structured ball caps with 3D, high-profile embroidered graphics located on the front, sides, back and bill are gaining traction. With their ornate graphic treatment, they represent a higher ticket item for the retailer.
Army/navy retailers should also offer (either in house or farmed out) a custom embroidery service. It's another high-margin, loyalty-building sideline for the enterprising retailer.
Rothco is finding that "the pendelum from fatigue caps to boonies to fatigue caps is now swinging back towards boonies, although fatigues are still more popular," according to John Ottaviano.
Toque, watch and skull caps (minus foldover) are also up and coming for Rothco.
Licensed "Jeep" caps, available in many colors, are new and are also moving well.
Glove love
The action is in tactical, foul weather and work gloves for army/navy retailers. Competition from specialty retailers and mass merchants is fierce, however.
Rothco is doing well with sealskin gloves, which although somewhat expensive ($40.00 retail), offer nylon lycra lining that vents perspiration yet is waterproof. Tactical gloves with Kevlar® for protection and thin-skinned for dexterity are also in demand. Neoprene gloves are also good sellers.
Socks in stock?
The market for socks in the army/navy store consists of no-brand, closeout or irregular discounted casual cheapies all the way to wool wonders and high-tec thermal warmers.
Most army/navy retailers should stock both cheap, impulse-sale socks for general wear and work/thermal socks to accompany boot and shoe sales.
author: BY MARK HAWVER