If you're a clothing retailer, promotional products distributor, or a company that uses promotional socks as giveaways, you may need to up your sock game this year. That may mean stocking up on higher quality, better made socks or offering a wider variety of styles. Here are a few reasons why.

Socks are more popular than ever. According to a recent market research report by Transparency Market Research, the growth of socks is outpacing the overall growth of apparel industry. This is due to “the transformation of this traditional item into a luxury product.”

The report further indicated that almost 70 percent of the men use socks every day and that men’s apparel is expected to be the major driver of the socks industry over the next several years.

In separate research by NPD Group, socks were found to be the number one gifted apparel item during the holiday season in terms of quantity purchased.

As socks grow in popularity, sock buyers:

Want to express their individuality.

NPD Group found that sales of print and patterned socks are increasing while those of solid colors are declining.

This is a result of the new age of individuality. A popular way to express our personalities is by donning custom dress socks with colors and styles as unique as the individuals wearing them. Custom printed socks are a form of expression. They are accessories that complete an outfit every bit as much as jewelry, hats, and eyewear.

For sock suppliers and retailers, this means offering a multitude of colors and designs for custom dress socks, tube socks, and crew socks.

Are more discerning.

Sock connoisseurs have no problem spending $10 to $15 or even more for a pair of socks. But they want a return on that investment.

The best socks are meant to last through multiple wearings and washings. They must be constructed with an emphasis on strong seams as well as high quality yarn. And no matter the design, style, or use, socks should always be comfortable.

Sock retailers and distributors, therefore, need to ensure their manufacturers use only the highest quality materials, use knitting techniques that ensure long-lasting socks, and possess the design experience that helps them stay current on sock design trends.

Will talk about your socks on social media.

Your customers share all of their experiences — good and bad — with others. If people love their socks, chances are they’re going to tell all of their Facebook friends how stylish and comfortable they are. They’ll send out Instagram messages of their brightly colored dress socks matched with a new suit and loafers.

On the other hand, they’ll also complain to those same followers if the fabric irritates their feet, a hole forms in the heel, or the toe wears out too quickly.

About the author

EVERSOX is a worldwide supplier of custom branded socks for businesses, retailers, and promotional products distributors — with over 10,000 designs manufactured & 100 major brands served since 2010.