|
|
Branded Apparel Do’s And Don’ts
By: Audrey Sellers
Issue: 2008sep
In the world of fashion, there’s a wide spectrum of hits and misses. There are people who get it—they’re on trend with every button snap and coat zip. And then there are people who get it all wrong. Maybe they wear weird-fitting polos or horribly logoed oxfords. As promotional products professionals, you’re more responsible for these apparel achievements (and blunders) than you might think—it all depends on the garments you pitch to your clients.
With wearables eating up the bulk of the promotional products pie at 30.71 percent of sales, according to the 2007 PPAI Estimate Of Promotional Products Distributor Sales, it can’t hurt to consider the do’s and don’ts of branded apparel. Here are some tips from your industry peers as well as a certified image consultant.
DO’S
DO offer ladies’ garments and sizes.“Women will only wear the required garment once if it doesn’t fit them and look good,” says Becky Blair, MAS, senior project manager, central region, for distributor Geiger (UPIC: geiger) in Lee’s Summit, Missouri. “If a garment is styled and sized for ladies, they’ll wear it repeatedly, thus getting more advertising and branding value. It’s a little harder to sell to buyers because they don’t want to deal with sizes, but it’s important to remind them that the value is in the repeated wear, not just the initial promotion.”
DO go with a subtle logo.
“It’s not about a large promotional logo—it’s about a branded garment with a small logo and retail flair,” says Danon Middleton, COO of Atlanta, Georgia-based Tango Partners (UPIC: TangoP). “Tone-on-tone logos are always a smart choice because they’re not billboard-y. We’re in an industry where we’re trying to promote, but it should be done subtly with apparel.”
Remy Fenster, owner of Rochester, New York-based distributor RJF Marketing (UPIC: rjfmkt10) adds, “Do make sure to keep the imprint simple. You don’t want the art to be so busy that the message gets lost. And make sure the fabric and imprint style work together.”
DO get creative with logo placement.
“Sometimes a logo on the back of a garment is better than the front,” says Robin Walker, a certified image consultant and founder of My Wardrobe Companion, Ltd., a Chicago-based image consulting company. “Maybe a logo on the back is part of your signature or branding quirk.”
DO brush up on your apparel-decorating knowledge.
“You can’t know enough about decorated apparel. Make a point to learn about special effect decorating techniques that are available from quality screen printers. Clients can’t buy these techniques if they don’t know they exist. It’s your responsibility to show them what’s possible,” says Larry Mays, CAS, president of Erie, Pennsylvania-based supplier Boardwalk Marketing Group (UPIC: boardmg).
DO tell a story about the garments.“People love stories. If it’s organic apparel, let people know by telling the story behind it. If you’re doing a shirt, tell a story about the logo and why you’re proud of it. The secret is having a good copywriter—someone who can tell how the logo began. You want to give people a reason to wear the garment. Telling a story about it is a great way to give it more meaning,” Walker says.
DO acquire great samples. “Ask suppliers for a complete set of sizes for men and women,” Blair says. “Most will loan them to you for a month or so, for free.”
Mays agrees, “A great sample set of screen printed and embroidered apparel shows your clients what is possible in quality apparel decorating.”
DON’TS
DON’T put your logo on anything that won’t wash well.“The whole idea of branded apparel is good will. If you don’t know the quality of an item or you try to save by choosing a lesser quality garment, it’s a disappointment to end users. The key is not just giving something away—you must consider how it impacts your client’s image,” Walker says.
DON’T be afraid to branch out with colors.
“The trend right now is blues and corals. And yes, coral is universally flattering on men and women,” says Walker. “Reds are another possibility. All of these colors have a high perceived value.”
“Think about gearing colors toward seasons. While your flexibility with fresh colors depends on your client’s guidelines, it doesn’t hurt to show them new ideas,” Middleton says.
DON’T overlook the importance of great art.“A portfolio of great art shows you take apparel-decorating seriously,” Mays says. “Art is the whole ball game when it comes to attracting quality, volume apparel clients. You must either produce great art for your clients or, at the very least, understand what is needed to get great artwork done for your clients in a timely manner.”
DON’T think that just because you give it, people will wear it.
“Apparel must still meet the subjective fit and style requirements,” says Walker. “Choosing garments that wear and wash well is more important than people think. You don’t want your branded apparel on people who won’t wear it well. It’s worth the extra money to invest in styles and fits that are universally flattering.”
DON’T scrimp just to save a few dollars.
“Don’t assume that the client’s goals will be served by the least expensive, most ordinary screen printed garment. Clients win when the garments they give to their employees or customers are worn repeatedly. It’s your job to educate your clients about why spending money for quality decoration on quality garments will double the advertising value,” says Mays.
DON’T forget to use a green decoration method with organic apparel.
“Consider imprinting organic items with lead-free or water-based inks, or using threads that are deemed organic,” Middleton says. “It’s important to make sure the decoration method is also eco-friendly.”
|
|
|
|