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It’s true that womenswear has always appeared far more complicated than menswear. Womenswear is constantly changing every season in colour, style and fabric, influenced by Hollywood, politics and art.

Meanwhile, menswear evolves very slowly, with subtle, predictable changes. Sometimes changes in men’s styles are so small that to the untrained eye no difference is evident from one season to the next.

So it’s no wonder that the embellishment market has shied away from offering womenswear styles. When asked why, many manufacturers and distributors still claim that women enjoy wearing one-size-fits-all garments or that there is simply no demand for women’s garments.

Well, with the growth of casual dressing in the office and the emergence of women in the upper echelons of the workforce, manufacturers are suddenly listening to the style needs of women.

For first-time shoppers in the women’s corporate apparel market, it’s easy to get lost in the glamour of fashion unless you have a clear picture of what your client needs and what the difference is between a long-lasting trend and a fad.

Customer knowledge

Shopping for womenswear is no different from shopping for any of your other apparel projects - you must know your customers and their requirements. For example, are your customers buying for a corporation or a civic group?

Corporations have invested time and money creating corporate catalogs featuring apparel appropriate for the office. The majority of these corporations feel womenswear is very important to their employees; however, they have chosen to address women’s apparel needs based on fit, not style. Typically, they require that the apparel in their catalogs have the same styling and colours for both men and women. The only difference is that the ladies’ styles have specs that provide appropriate fit.

Having a good understanding of your client also will tell you how fashion-forward you can go with the garment styles and colours you recommend. Most corporations tend to be conservative, not wanting garments with a limited fashion life. On the other hand, restaurants, retailers and companies catering to the young may welcome fashionable styles.

Civic groups, retail customers and other clients may opt for a different fashion approach, one that requires a better understanding of what is available at retail.

Stylish solutions

It’s no longer expected that a woman will be seen wearing her husband’s or boyfriend’s clothing. Women want to look and feel attractive in the clothing they wear. Oversized, one-size-fits-all garments have had a 10-year reign in fashion, but it’s come crashing to a halt now. Styles such as graceful V-neck tops; woven shirts with princess seams that give a slim, fitted appearance; or boat neck knit tops all are popular.

Branded merchandise

Logos and brands are once again very important. Once considered a symbol of the ’80s, outside brand identification has regained its popularity. Branded companies are not only using small logos on garments, but they also are using the brand name in an overall patterned print. For younger customers, these trends may be important to keep in mind.