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Abstract

The markets for headwater range from the tried and tested to the very new. The ad specially market is still the market leader providing access to the corporate market, and uniforms increasingly incorporate caps. The advertising and promotional power of caps is discussed by KC Caps, Alternative Apparel and Yupoong/Flexfit. The Adams Essentials line from Adams Fashion Headwear is described providing a basic range which is price competitive for the corporate marketplace. Opportunities in the uniform business, particularly restaurants, convenience stores, service station and delivery services, are extensive. Extreme sports such as skateboarding all have their own headwear styles and Yupoong/Flexfit capitalised on this market for a younger group wanting the fitted look. KC Caps' Nu-Fit New Generation label is examined, with plastic closures still demanded by the surfing industry. A new line from Kati Sportcap has recently been launched and specialty hats from Adams Fashion Headwear are also noted. The percentage of caps which are embroidered is well over 90% with everyone wanting decoration. Contact details are included.