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July 25, 2022

7 Trends You Need to Know From ASI Chicago

Check out a few of the hot products and industry trends from the promo industry’s major summer trade show.

By  Christopher Ruvo

The energy at the ASI Show Chicago was palpable.

show floor

The major summer trade show for the promotional products industry brought together hundreds of suppliers and thousands of distributors for fruitful in-person collaboration. Part of that brain-exchange included word on top trends and developments. ASI Media walked the packed show floor to discover some of those. Here’s just a sliver of what we found.

Sustainability Initiatives Are Intensifying

The focus on operating more sustainably and with greater social responsibility is intensifying rapidly in the promo industry. Indeed, as has been said before, it’s not a trend, but a movement.

That was evident at ASI Chicago, with suppliers in categories ranging from apparel to drinkware and beyond prepared to share how they’re working to reduce impact on the planet in their operations, using more earth-friendly materials, and undertaking initiatives to give back.

Allmade (asi/34341) exemplified the phenomenon.

The Vancouver, WA-based apparel supplier was showcasing a line of its top-selling T-shirts. They’re made from 50% recycled polyester, 25% organic cotton and 25% Tencel modal, which comes from beech tree pulp. Similarly, there were recycled blend tees produced from cutting room floor fabric scraps combined with recycled polyester, none of which are re-dyed, thereby saving water usage and energy.

“People want a better product made in a more responsible way,” said Allmade Sales Associate Laurel Hudson.

Allmade t-shirts hanging

This Allmade (asi/34341) T-shirt, seen at ASI Chicago, is produced from organic cotton, recycled polyester and Tencel modal.

Another great example of sustainability/CSR momentum came from Fill it Forward (asi/54161). The drinkware supplier makes reusable water bottles in New York – stateside sourcing that reduces carbon footprints. “You only have to use our bottles two times to offset the emissions from production,” said Allan Babor, director of giving and partnerships for Fill it Forward.

Especially notable, each Fill it Forward bottle contains a QR code. When an individual scans the code to signify they’re using the bottle, Fill it Forward contributes to one of its do-gooding charitable partners, such as charity: water, a nonprofit that brings clean and safe drinking water to people in developing countries.

Drinkware Demand Soars as New Trends Emerge

Speaking of drinkware: The category has been on the rise in promo. As data from ASI’s 2022 State of the Industry report shows, drinkware accounted for 9.7% of total industry sales in 2021 – the largest annual percentage since at least 2008 (and likely ever).

“Drinkware continues to be that lifestyle accessory, that fashion statement, that walking billboard going everywhere you go,” said Adam Stone, national account director at ETS Express (asi/51197), which is part of Top 40 supplier PCNA (asi/78897).

So what’s especially hot in drinkware? For one thing, sticker concepts on water bottles, said Stone. He pointed to the Voyager, a stainless-steel water bottle with sticker-like graphics printed directly on the product (they don’t peel). “If you want to tell that story about your brand, you can bring it to life utilizing different stickers,” Stone said.

Another much sought-after drinkware item of late is cooler cans – vacuum-insulated, stainless-steel products that can double as a cooler for beverage cans or serve as a drinking vessel themselves, with detachable lid included, Stone said. He highlighted an ETS product, the Apollo, as an example. “You can slide a beverage right into it…or throw a little cap on the top and drink right out of it,” Stone said.

End-Users Want Higher-Perceived-Value Products

At an ASI Chicago panel discussion featuring industry leaders, executives noted that clients are increasingly buying higher-value items, which have contributed to larger average order sizes.

It’s a product predilection worth capitalizing on as promo heads into the holiday selling season, say supplier leaders like Nick Lateur, director of national accounts/specialty brands at Top 40 supplier HPG (asi/61966).

Lateur noted that well-made technology products are an ideal fit for clients seeking top-notch quality and high-perceived value. As an example, he pointed to the Environ, a 60-watt Bluetooth speaker from HPG brand Origaudio. “The 60-watt brings it to the level of a Bose or JBL speaker,” Lateur said.

Interest Elevates in Less ‘Businessy’ Business Wear

A growing number of companies are interested in a more dressed-down, casual, retail-inspired look for their business wear, some suppliers said.

“A lot of people are moving away from products that remind them of being in the office – moving away from corporate uniforms and toward more lifestyle products,” said Kyle Annable, a sales leader with Top 40 supplier Stormtech Performance Apparel (asi/89864).

Suppliers are stepping up to meet that demand. Stormtech has brought to market plaid flannel-style button-downs like its SFX-1 and women’s SFX-1W.

The shirts are made from a cotton/poly-blend and have the hip styling that would appeal to end-buyers that range from software companies and microbreweries to creative marketing and advertising agencies and anyone keen for a younger-generation aesthetic. Annable touched on the trend – as well as Stormtech’s ample sustainability initiatives – in the below video.

Promo’s Taste Palate Expands

Food gifting is huge for the industry in the lead up to and during the holiday season. To help sweeten sales, suppliers in the category are focused on bringing a wider spectrum of options and flavors to market as the season nears.

Those include delectables like Cinnamon Churro Toffee and expanded charcuterie products from Wisconsin-based food gift supplier Maple Ridge Farms (asi/68680). “Food gifting is quite an experience, it’s multi-sensory, it’s immersive,” said Jodi Schillinger, Maple Ridge Farms’ executive vice president.

Customization Options Increase

In a cluttered marketing and advertising landscape, distinctive branding is more essential than ever. Perhaps that’s why more end-buyers – particularly those with deeper pockets and bigger brand names – have been wanting to invest in customized branded products, according to promo pros at the show.

Suppliers like Hexa Custom (asi/60557) are among those eager to help distributors capitalize. The Boulder, CO-based company offers customizable down jackets and vests. Using Hexa’s web-based B2B platform, users can create and sell made-to-order outerwear, with nine base styles from which to choose. The process works thus:

explanation card of Hexa jackets

Sue Timbo of Hexa Custom explained the company has a strong sustainability focus and that clients’ intended end-recipients (like employees, for example) can be empowered to customize their own jackets, should customers choose. “It allows for individuality within the context of the brand,” said Timbo.

jackets

Jackets from Hexa Custom (asi/60557) on display at ASI Chicago.

The Color Spectrum Widens

As colorways for apparel broaden and bolden at retail, certain fashion-forward suppliers in the promo space are offering collections that do the same.

BELLA+CANVAS (asi/39590) was spotlighting six new bold colorways in its Street Fleece line of hoodies, crews and raglans. The colors included French Vanilla, Strobe (a bright yellow), Dark Lavender, Heather Charity Pink, Heather Blue Lagoon and Atlantic (deep blue).

BELLA’s Hillary Moore said top end-markets for the styles include collegiate, retail, fashion brands, and gym/yoga.

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