Cool Kids: Making the Grade

As more schools call for uniform programs, school uniform manufacturers are learning what it feels like to be part of the in-crowd and are delivering the goods this fall with fresh updates on classroom favorites. 

A ruffle there, a pocket here—with meticulous guidelines mandated by school officials, school uniform manufacturers admit they must move at a snail’s pace when it comes to fashion trends. As Andy Beattie, senior vice president for Strategic Partners and general manager of Classroom School Uniforms, puts it: “It’s evolutionary, not revolutionary.” 

Yet it’s a business that’s picking up steam, says Charlene Alpay vice president of marketing for LT Apparel, makers of French Toast Official School Wear, thanks in part to more parents supporting uniform initiatives and anti-bullying programs, like French Toasts’ interactive Mr. Toasty campaign (www.mrtoasty.com). “The benefits of school uniforms are widely known and more public school districts are adopting the programs,” Alpay says. Plus, she adds, pieces like boys’ polos are worn on weekends and during the summer. “Boys live in polos and since ours are built to withstand a lot of wear, parents are able to get more mileage out of them,” she explains.

Similarly, during the last two school seasons, Classroom School Uniforms has seen their private, charter and provincial school businesses expand. Beattie considers growth in these particular categories a telling sign that big boxes are still the go-to resource for parents with children in public school, but he says price is still a major consideration for parents across the board. “With private schools, uniforms are part of the overall fee to attend. You have tuition, supplies … There’s a lot of concern about that total cost, but we have great capabilities to pass along value to our consumers at a good price point, and that is why we’ve picked up business in the last two years,” he explains. To accommodate these schools’ unique requests, Classroom retooled some of its styles. For example, Fall ’12 will see more anti-pill sweaters, vests and cardigans with a tighter knit that can withstand embroidery. 

In fact, sweaters are a hot topic with many uniform manufacturers. Stephe Tanidjaja, owner of Universal School Uniform, a division of Stani Corporation, says there’s a growing interest in layering pieces and outerwear. The company is introducing a striped cardigan for girls and updating its popular kangaroo hoodie with longer ribs. Preppy sweater vests and unisex three-button v-neck cardigans continue to be bestsellers for Genuine School Uniform, says Tavin Portman, the manufacturer’s managing director of sales. 

Once only made in traditional navy and black, Classroom’s unisex sweaters are now offered in burgundy, hunter and lipstick red. “Overall, school uniforms are becoming more tailored and cleaner—similar to what we’ve seen in fashion—so there’s a little room to have fun with a color,” Alpay reports.

Color and knits are just a few of the updates retailers can expect to see from school uniform companies. Here’s a peek at some of the other more fashionable (yet, subtle) elements making the grade for Fall ’12.

Oxfords

After a dip in sales the last few seasons, classic light blue, yellow and white oxfords are making a comeback. The tailored look is particularly popular in Southeast middle and high schools, reports Beattie.

Plaids

Even though plaid is still considered a private school look, the print is taking off in accessories and girls’ apparel as mainstream fashion adopts a more clean-cut and preppy vibe.

Accessories

Beattie says some schools are loosening up their guidelines, allowing for more stylish legwear, hair bows, backpacks and other accessories. “They’re a fun option for kids and a great value for retailers,” he explains.

Pants

Manufacturers agree: There’s virtually no demand for pleated pants. Portman says Genuine School Uniform is 100-percent focused on flat front pants for boys and girls. French Toast is introducing an ankle length pant for girls with chic button details on the hem and Classroom is hearing a strong response to its latest narrow leg pant called the Matchstick.  

New Neutrals

“Black and gray are gaining popularity for pants and shorts,” notes Tanidjaja of Universal. French Toast is experimenting with moodier shades, too. Alpay says dark, sophisticated shades of gray and burgundy are gaining traction.

Skirts

While jumpers remain a cute go-to style for the 4 to 6x set, older girls are requesting more skirts and fewer skorts. Classroom is reworking a traditional four-pleat kick skirt and an A-line skirt in lighter material that Beattie says drapes better and feels less stiff.

Blouses

“We’re definitely thinking about our end user and we know that girls want to look feminine,” says Alpay, adding that French Toast is focused on blouses with picot collars, ruching details and fabrications with Lycra.