On the Move

The base layer market has matured beyond the days of red one-piece union suits. Styles have multiplied, and technology from a plethora of sport-specific categories has coalesced into groundbreaking designs, fabrics, colors, and technical sophistication. This broad assortment of quick-drying, temperature-regulating garments is fueling sales for 2005.

The trick to selling modern base layers is to identify end-use, which is not always an easy task. Many new designs have broad, crossover appeal with applications for multi-sport use. Fortunately, such versatility will attract new customers.

According to Raphael Peck, Under Armour's VP of apparel, "Tight compression layers are not just for football anymore. More consumers and weekend warriors are now seeking these items over loose-fitting cotton shirts."

The key is to balance the advantages of performance characteristics with fit, style and end use. Regardless of the activity, innovative hangtags and easy-to-understand point-of-purchase materials educate consumers on how next-to-skin wear will keep them dry and comfortable, whether they are ice-fishing, biking, playing football, or sweating at a Florida training camp.

While the biggest trend in base layers for 2005 might be color?with oatmeal, off-white and navy taking a backseat to bold color blocking and attractive hues designed for mixing and matching?other key selling points are moisture-management, heat regulation and anti-microbial protection. Multiple fabric weights, performance-enhancing blends of natural and synthetic fibers, and a variety of fits from compression to loose give consumers unprecedented choice.

Knitting and seam technology have also evolved in this market. Many base layers now offer strategically placed panels, as well as fabrics that help manage heat and sweat, and decrease chafing and rubbing. Durability has also improved, with many garments designed to come clean in cold water.

In terms of silhouette, the traditional combination of long-sleeved crew neck jersey and long pants?both with ribbed cuffs to keep out the cold?are still popular, but other styles, including short-sleeved crew neck tops, tanks, and short-style bottoms, are gaining momentum at retail. For 2005, expanded collections take into account the needed range-of-movement and performance demands for a variety of outdoor and indoor activities. Women's-specific and children's collections are also growing in popularity.