Gildan Activewear led the pack again in wholesale apparel sales for the custom t-shirt, fleece and polo shirt markets. According to the latest A.C. Nielsen S.T.A.R.S. Data Report, year-to-date numbers indicate that fleece sales have led the way with a 1.2% rise, custom t-shirts increased .2%, while polo shirts posted a .1% increase on a wholesale basis. The bump in fleece sales is not unexpected with a colder than normal winter across the US. While none of these numbers leave us impressed we are glad to see a reversal of the previous period’s precipitous slide.

The custom t-shirt market is flat, but we are seeing glimmers of hope. Sales have risen above 2009 levels and indications are that there is some consumer interest in purchasing custom t-shirts. We make this conclusion by analyzing increases in bookmarks and consumer designs saved in our system, presumably for later use.

The custom sport shirt market appears to be in tatters. Gildan posted an impressive 21.4% gain in share during the first two months of 2010. The big loser was the old-line brand Outer Banks which is suffering thru a loss of -20.7% of it’s market share for the period. This is an astonishing number considering the Outer Banks name recognition with decorators and the brands consumer loyalty. Hanes surprise’s in the polo shirt category by posting a modest loss of 3.1%. Anvil and Jerzees did not fare as well posting market share losses of 9.3% and 11.2% respectively year-to-date.

Gildan dominated increases in the fleece market share race, posting a 10.3% increase. The big loser is Fruit of the loom whose custom sweatshirt sales fell by an astonishing 25.3%. Jerzees followed with a 12.1% market share loss and Hanes with a 4.1% loss. The Fruit brand is now a has been.

Custom t-shirts should continue to hold a decent price to value ration in the near term and polo shirt promotions should be available during the spring months.

03/17/2010