Discount ski apparel

Kids' Jackets Look to the Ski Slopes

Just as the beach provided a backdrop for surf-inspired apparel lines for children; the ski slopes are proving to be an inspiration for outerwear manufacturers.

Ski style jackets are providing the right fashion look for toddlers and are even giving infant prams a mod appeal.

"The look really began with men's serious skiwear a few years ago," said Marty Lofgren, executive vp, Richlin Sales Corp., New York. Richlin manufactures snow suits, jackets and other outerwear for the discount and specialty toddler and children's markets.

"The only difference from the bold men's styles that were popular and the children's apparel is that we've made them a little more feminine for girls and more palatable for mom to have on her little boy," said Lofgren.

Another change that has influenced the ski looks in this market is the advance in fiber technology. Fibers that have given rise to high-tech sportswear are now used extensively in the toddler market.

The range of man-made fibers or new blends of natural and man-made yarns creates warm kids apparel. These formulations are no longer a specialized category, but have come to be expected by parents who want attractive, but durable outerwear for the kids.

Now the use of specialty fibers such as Taslon and Trilobals - which perform like nylon - and basic nylon and polyester fibers in these styles is not so farfetched, especially if they give the apparel longer life.

What has helped even the strong fibers get an edge in the mass market is a stable price as the scientific breakthroughs become standard issue.

Buyers report that the instance of high-tech fibers at retail has risen by necessity. Today's discount store shopper wants value in every purchase.

"The new fibers such as Taslon and Trilobal nylons are much stronger than regular nylons," reported Lofgren. "The price of the fibers is still moderate and does not really change the pricing structure. Our jackets and outerwear pieces go from about $30 to $50."

An advantage of these fibers is that they are more soft and supple than some older fibers.

Another advantage is that these fibers are very colorfast. "Buyers may not really understand the fiber, but they know that the end result is a brighter garment," said Lofgren.

Lou Vargochick, divisional merchandise manager, children's wear, for Henderson, N.C.-based Rose's, reports that color is an important element of these fabrications, since it is the driving force in children's outerwear right now. Purple, jade and fuscia are popular colors. Many of the more fashion-forward styles are color-blocked with splashes of black and white as details.

"Parents want to dress their kids in fun colors and styles," he said. "At the same time, they want something that is going to withstand a child's playing and going to school in the jacket everyday."

Ron Metsch, general merchandise manager at Gee Bee Stores, Johnstown, Pa., said that ultimately, it is the color and style that sells the garment rather than the fiber.

"Parents look at fiber content in apparel that is worn close to the body, such as 100% cotton T-shirts. For outerwear they are less likely to look for the content."

While they may not recognize a fiber name like Taslon immediately, Metsch admits that what parents will be looking for is a tag that says the garment is washable. "That is an advantage of these fabrics and is also going to be the question that buyers ask," he said.

Lightning Bolt, a sportswear manufacturer, is also concentrating on color when it comes to children's outerwear pieces. It has always been known as a colorful manufacturer. The brand began as a beach lifestyle label with coordinating tops and bottoms. Last year, it introduced its first fall line, which included fleece separates and ski-inspired outerwear.

For Lightning Bolt, its outerwear line is really an extension of the beach lifestyle on the ski slopes. The company uses a variety of fibers and fiber blends for the durability and for the way they take color. Like the beach line, the skiwear looks are a commentary on lifestyle and they keep the company's focus on youthful and colorful styles.

Because children's outerwear has a relatively short lifespan - only four to five months - parents are even more price sensitive about it than other children's apparel. "The value has to be in the garment, not in the label," said Lofgren, noting that labels in the younger markets are not essential for outerwear pieces.

The short lifespan, especially in toddler sizes worn only one season, also makes parents more willing to buy a bright garment instead of a basic blue jacket.

Denim is also considered an up and coming trend. Patches of demin or lined denim jackets could be favorites in 1992.

PHOTO : Above, color blocking gives jackets a sporty look for girls in Caldor, Staten Island, N.Y., white at right, stripes provide a racy look for boys at Alexander's, New York City.