Which means there’s no better time to feature beach-ready apparel in a promotional program! Retail favorites H&M, Old Navy and Guess have all included fantastic new beachy apparel designs in their summer 2013 wardrobe inventory, including bathing suits, cover-ups, beach totes and hats.
Russell Hodgdon, marketing manager for Sunday Afternoons Inc., describes which beach apparel trends he’s been beneﬁting from most. “In hats, we’re seeing a lot of interest in packable wide brims with chinstraps and rich colors,” he says. “Beach-themed performance and fashion products have done quite well, particularly the items in bold colors. And cabana shirts have been wildly popular due to their relaxed ﬁt and saturated color palettes.” Hodgdon ﬁnds that the kids’ market for beach apparel is steadily growing. “Sunscreens contain chemicals that some parents don’t want to use on their kids,” he says. “By contrast, UPF-rated apparel and headwear don’t need to be reapplied every few hours! You can just put a garment on your kids before leaving for the beach and not worry about them for the whole day.”