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For 2007, apparel manufacturers may not believe that workers shouldn't be heard, but do agree that they should be seen. High-visibility clothing lines have been launched by some of the biggest names in the business, including Carhartt and Williamson-Dickie Manufacturing (a/k/a Dickies).
"Visibility is one of the top priorities for workers in variety of jobs and environments ranging from high volume traffic to heavy equipment," said Jon Ragsdale, vice president of marketing and business development for Dickies. "Government guidelines on protective clothing continue to advance, so it was a natural progression for Dickies to create a high- and enhanced-visibility line because of our focus on workwear and commitment to the everyday, blue collar worker."
The Dickies and Carhartt high-visibility lines were both launched in November 2006, to coincide with the National Safety Congress & Expo in San Diego. Both feature 3M Scotchlite Reflective Material, said to be the leading high performance retro-flective material for enhancing visibility in low-light and nighttime conditions, and both comply with ANSI/ISEA 107-2004 garment class requirements and reflective material specifications.
Sight makes right
Dickies' initial offerings in this area include T-shirts, fleece hooded jackets, vests, short- and long-sleeve work shirts, work pants, and coveralls in the high-visibility line, and work shirts, bib overalls, coveralls, and work pants in the enhanced-visibility series. Carhartt's line includes an ANSI Performance Class 2 midweight zip-front sweatshirts, short-and long-sleeve T-shirts, and vests; a Class 3 thermal-lined zip-front hooded sweatshirts and waterproof jackets; and a Class E waterproof waist overall which becomes Class 3 when worn with the Class 3 waterproof jacket.
Continuing with the safety-first theme, Carhartt has expanded its flame-resistant Carhartt FR workwear line with the addition of a number of new garments and accessories, including mock turtleneck and Henley-collar long-sleeve shirts, zip-front hooded sweatshirts, and a midweight canvas coverall. These are intended for workers in electrical arc and flash-fire hazard workplaces.
"We have listened to our customers and worked with our partners to create 15 new garments and accessories that meet appropriate flame-resistance standards," said Tom Kiddle, Carhartt's technical sales business manager. The company said its FR workwear meets NFPA-70E, ASTM, and OSHA standards. For its part, Codet Newport, the manufacturer of Big Bill work apparel, has issued a new 72-page catalog detailing its flame-resistant outerwear, coveralls, pants, and other garments
This emphasis on safety in work apparel complements a trend toward expanding safety offerings in work footwear over the past few years. Brand such as Wolverine, Red Wing, Carolina Shoe, and Nautilus have expanded their selection in the areas of safety-toe, slip-resistant, chemical-resistant and electro-static dissipative footwear.
Comfort and style, too
Safety isn't the only concern on workwear manufacturers' minds; they're also aware that consumers want to be comfortable and may use the apparel off-the-job a well. It's why, for example, Carhartt weighed in last fall with its own take on waterproof breathable outerwear. The company said the new line was designed from the outset with an eye toward the conditions encountered by active outdoor workers.
Outstanding outdoors
Starting with a heavy nylon with a waterproof breathable laminate and a durable water-repellent finish that was subjected to rigorous testing, Carhartt's design team added multiple interior and exterior pockets, heavy-duty zippers with storm flaps, triple needle-stitched and taped seams, double knees and elbows, storm cuffs, and accommodations for knee pads in overalls. The results, said Tracy Donohue, Carhartt's outerwear merchandise manager, "aren't raincoats; this is waterproof breathable workwear that is Carhartt tough and Carhartt comfortable."
The company has also introduced a pair of garments designed for drier conditions: the Hamilton Jacket and Pants (named after the company's founder, Hamilton Carhartt), intended to bridge the gap between office wear and casual wear. For its part, Dickies has redesigned its jeanswear line to improve comfort; the redesign will be rolled out throughout the company's denim line by spring.
Veneta Georgev, a spokeswoman for Dickies, said the redesigned line "is perfectly positioned for the man whose job and hobbies require a bit more out of a jean than the usual fashion offering. To speak directly to that consumer, Dickies will use integrated marketing communications beginning at the retail floor with new packaging and POS highlighting the new line."
Retailers carrying the Dickies jeanswear line will participate in a spring and back-to-school event known as Dickies Denim Days, said Georgev. "This is a powerful promotional event enabling retail partners to feature Dickies new denim in their advertising venue while providing the consumer with a $5 rebate on the purchase of any Dickies jean during the promotional period," she said. "This will be a serendipitous promotion for the current Dickies jean fan that purchases regularly for work, BTS and hobby usage; and an event to introduce the jeans to an entire new generation of jeans wearers."
Dickies will also advertise the redesigned jeans in Outdoor Life, Handy, North American Hunter, and Car Craft, among other publications, and will leverage its sponsorship with the Professional Bull Riders and the Dickies 500 at Texas Motor Speedway to help get the word out, said Georgev.
Speaking of leisure-time activities—in this case, the playground—Carhartt last month introduced its first-ever line of work apparel in children's sizes. The Carhartt for Kids line is intended for toddlers, adolescents, and young adults.
Some of Carhartt's best-known adult products will now be available in children's sizes and fits, including bib overalls, dungarees, jeans, and jackets, the company said. The line also includes long and short-sleeve T-shirts, Henley-collar shirts, sweatshirts, and hats. Many of the overalls and bottoms are available in fleece-lined or insulated versions, and all of the toddler bottoms feature adjustable waists. For those very youngest workers-to-be, Carhartt even offers an infant bib overall starting at a six-month size.
Any retailer who carries work apparel can't help but notice that he or she has plenty of company, ranging from specialty uniform stores to the giant discount chains to Web merchants. Georgev offered some advice: "The fortunate attribute of work apparel is the ability for the retailer to tailor an offering to his customer and market. By determining which working consumer frequents his store he or she can develop an offering of work apparel that will yield repeat purchases for years. The right offering will also enable the retailer to select new consumer groups to target and provide a mechanism to draw that target into the store.
"When it comes to work apparel the workwear consumer is looking for the selection trifecta: deep selection and sizes, reasonable prices, and a brand and store they can believe in," Georgev continued. "Recognizing this compelling draw will enable the savvy retailer to put a rationalized selection of work apparel on the floor, at value prices and with a brand the consumer has trusted for decades. The result should be steady, dependable sales and margins for many years. Styles may come and go, but people will always work."
author: BY PAUL BUBNY