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Rock Your Socks Off

Rock Your Socks Off

9 January 2017
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Socks  can  be  both  practical  and  fun.  Evolving  beyond  a  simple  yet  useful  item  of clothing, socks  are  now  deemed  the ‘ it’   accessories  for  men.  With  more  and  more males purchasing socks for the purposes of fashion, the market is truly expanding.

They’ re incredibly universal, are inimitable items and frequently in demand. Over the past  year  however,  socks  have expanded  into an  apparel  of fashion,  this  is due the product   being  great  for   selling  as   an, ‘ add-on’    item   alongside  other   durable essentials.

As a result, socks are of high demand and the ideal ‘ add-on’  accessory at the moment, benefitting both retail and wholesale businesses. Easy to sell and easy to transport, socks are ideal items for agents and showrooms to compliment their portfolios. Consequently, this particular add-on accessory is beneficial for buyers to offer, as it compliments collections in-store and also, helps consumers to achieve the ‘ total’  look. Whether they are colourful, or plain, consumers just buy into socks.

Unsurprisingly, the items in question have evolved from minor trades to great sales, simply by efficient product development, commercialisation of the item and filling a gap in the market for idiosyncratic sock attire. Bloomingdales, New York saw the uptake in sales for both athletic socks and ‘no-show’  socks recently. Previously, only worn for activity and sports purposes, these particular garments are now regularly paired with informal wear and often paired with joggers, for maximum fashion purposes. From simply being worn for practical use the trend is quirky foot apparel has since developed into a fun experience for consumers. Malkiel Berry, PR Director, Happy Socks says, “You have the cool sneaker or skater kid, but there are also a lot of people who wear suits at work and the only part they can actually have fun with is their socks.”

In  addition to  the  huge  growth  in  sock  sales,  particularly  within  the  USA  and  in Europe,  the  demand  for  natural  fibres  is  incredibly  high.  Similarly  to  our  own  client, Bryt. With  its  bold  designs,  lively  colours  and  eco-friendly  natural  fibres,  Bryt brilliantly demonstrates the conversion rate ofstock to sales. With males making up over  half  of  the  market  and  almost  70%  of  men  wearing socks  every  day,  men  are the key contender and the obvious key consumer.

However,  according  to   Berry   the ‘ fun’    element  of  socks   is   disappearing  and decreasing today as a result of Happy Socks consumer feedback. Research reveals that  customers  regularly purchased  athletic  socks  and dress socks,  which  generally come  in  black,  grey  and  navy  and  strayed  from  the  company’ s  signature  bold geometric prints.

With fashion to thank, it seems the sock market will continue to evolve as it is dipping its  hand  into  the  tech  sector.  Similarly  to  our  piece  discussing the  rise  in  tech  in luggage, where it was mentioned that tech was well on its way to  intercepting every aspect  of  our  daily  lives.  Technology  is  keen  to  partner  with  foot  apparel  to  create better  comforts.  Branded  as ‘ advanced  socks’ ,  the  new  era  in  socks  will  assist  in aiding  poor  blood  circulation,  control  foot  odour,  protect  fragile  skin  and  reduce friction  from  blistering.  A  much  needed  change  in  today’ s  vast,  modern  and  ever-changing world.

Are you buying into the technology sock theorem?

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