Graphic Apparel Renaissance

Published on Nov 14, 2024 · John Fisher
Graphic Apparel Renaissance

Introduction

The resurgence of graphic apparel, particularly t-shirts, crewneck sweatshirts, hats, and some accessories, has been a notable trend in e-commerce and retail over the last ~18 months. Like most trends, graphic apparel's renaissance has been driven in part by celebrity influence—e.g., Olivia Rodrigo or Billie Eilish—as well as Gen Z's interest in eras of the past. Particl database products containing “graphic” in the title or keywords section have significantly increased in volume, indicating renewed consumer interest in this category. This renewal of popularity is largely driven by licensed products and strategic collaborations that evoke a “vintage” aesthetic, appealing to nostalgia and cultural affiliations.

Total Volume of Graphic Products by Month

Monthly volume of products containing 'graphic' in the title or keywords in the Particl database, from January 2023 to September 2024.

Source: Particl
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A relatively short list of brands is driving the majority of this graphic apparel volume. While measuring inventory changes in this space can be difficult to the nature of the "print on demand" graphic t-shirt, the Particl team was able to compile the following list of top performing brands:

YTD Volume of Graphic Apparel by Company

Year-to-date sales volume of graphic apparel (i.e., keyword) for selected companies.

Source: Particl
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Below, we'll dive deeper into the top three brands with the most successful graphic apparel programs, and what helps each differentiate against the competition. Those companies are: Tilly's, Abercrombie & Fitch, and J.Crew.

Tilly's

Tilly's Graphic Apparel Sales Volume (Normalized)

Normalized monthly sales volume for Tilly's graphic apparel from May 2023 through October 2024.

Source: Particl
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Tilly's has by far the largest assortment of graphic t-shirts, sweatshirts, hats, etc. Its products range across movies, sports, music, and other pop culture elements.

Top Product Types:

  • T-shirts - 6,800 products
  • Hoodies - 800 products
  • Tank Tops - 250 products
  • Sweatshirts - 250 products
  • Crop Tops - 200 products

Product Example:

GUINNESS Lovely Day Unisex Tee
Image Source: Guinness Graphic Tee

Tilly's Value Prop:

Tilly's graphic apparel appeals to youth culture by leveraging its roots in skate, surf, and music scenes. Their graphics are bold, colorful, and designed to connect with Gen Z and millennial consumers. Seasonal drops (e.g., Halloween shirts) and strategic collaborations (e.g., Edikted) with bands or artists create excitement and drive limited-time sales.

Abercrombie & Fitch

Abercrombie & Fitch Graphic Apparel Sales Volume (Normalized)

Normalized monthly sales volume for Abercrombie & Fitch graphic apparel from April 2023 through October 2024.

Source: Particl
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Abercrombie & Fitch combines vintage-inspired designs with modern aesthetics to appeal to a broad demographic. Their graphic t-shirts and sweatshirts often feature collegiate and nostalgic motifs that resonate with young professionals and students alike. Their NFL-licensed retro crewnecks have been a massive success.

Top Product Types:

  • T-shirts - 150 products
  • Sweatshirts - 50 products
  • Hoodies - 15 products
  • Bomber Jackets - 5 products

Product Example:

Abercrombie Detroit Lions Hoodie
Image Source: Detroit Lions Hoodie

Abercrombie & Fitch Value Prop:

Abercrombie & Fitch's graphic apparel blends nostalgia with quality materials, ensuring both style and comfort. Their limited-edition collections and focus on classic collegiate and NFL designs create a sense of exclusivity and timeless appeal. Popular NFL teams—like the surging Lions—drive consistent graphic revenue for A&F from August through the New Year.


J.Crew

J.Crew Graphic Apparel Sales Volume (Normalized)

Normalized monthly sales volume for J.Crew graphic apparel from April 2023 through March 2024.

Source: Particl
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J.Crew takes a minimalist approach to graphic apparel, offering understated designs that align with their broader brand ethos of elegance and simplicity. These pieces often feature artistic and seasonal themes, highlighting particlar destinations (e.g., Hudson Valley New York).

Top Product Types:

  • T-shirts - 200 products
  • Sweatshirts - 20 products
  • Crop Tops - 10 products
  • Hoodies - 5 products

Product Example:

J.Crew Hudson Valley Hoodie
Image Source: J.Crew Artistic Graphic Tee

J.Crew Value Prop:

J.Crew's graphic apparel is designed for versatility, blending seamlessly into both casual and semi-formal wardrobes. Their seasonal offerings and artistic prints cater to consumers seeking unique yet sophisticated options. For those with sentimental connections to popular destinations, J.crew graphic apparel delivers reliable and timeless pieces.

Conclusion

The current boom in graphic apparel represents a cyclical resurgence rather than a permanent shift in consumer preferences. While the broader trend may wane over time, brands that tie their graphics to licensed or seasonal elements, such as NFL partnerships or holiday collections, have the potential to establish strong recurring revenue streams. By aligning designs with cultural and nostalgic touchpoints, these companies can capitalize on the enduring appeal of graphic apparel.

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