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Counselor's annual study reveals the increased importance of traditional products and in-house decorating capabilities.

From polos, T-shirts and hoodies to hats, shoes and jackets, distributors are increasing their sales of all types of apparel products. According to Counselor’s annual Wearables Watch Report, a survey of nearly 400 distributors that was conducted in October, 61% of respondents reported that their 2007 revenues from apparel were greater than in 2006. Even further, two-thirds of respondents said that apparel accounted for more than 25% of their overall revenues in 2007.

Yes, the number-one product category is alive and well in the ad specialty industry. If anything, this annual survey reports that the influence of apparel on the business of ad specialty distributors is only increasing, as many are choosing to take on the task of decorating the clothing themselves. Some see it as a new revenue stream, while others see the move as a quality control measure: Faced with shorter deadlines and an increased workload, many distributors view in-house decoration techniques as the best way to fully control the process.

Other interesting findings from this survey center around specific products. While the traditional items like T-shirts, golf shirts and hats are the most sought-after by promotional clients, outerwear is beginning to grab a bigger piece of the apparel pie. Sales of jackets and fleece items increased for distributors between 2006 and 2007. Also, distributors unanimously report that the number-one purpose for which their clients purchase apparel is company uniforms.