As seasons change, so do consumer buyer habits – or so you would think. However, our analysis shows that even amongst the changing seasons, demand for one item remains constant: the short-sleeve t-shirt. We took a deep dive into the spending habits of the Greek market and found that, on average, about 44% of licensed sales are from short sleeve t-shirts alone. With the extensive style and color variations available, consumers have many options for a simple tee, which may be why this product category takes the lead in consumer demand.

The second highest revenue-generating category differs when comparing men's and women's organizations. We found that 17% of sales for sororities come from outerwear purchases (sweatshirts, jackets, etc.) whereas 17% of sales for fraternities are from long-sleeve t-shirt purchases.

Looking at the products available in the market as a whole, apparel (short-sleeve t-shirts, long-sleeve t-shirts, outerwear and tank tops) makes up 84.3% of sales for sororities and 82.5% for fraternities. From that, we can conclude that as seasons and trends change, the demand for quality apparel from chapter members remains consistent.