12 Fashionable Tips for Selling Promotional Apparel

Image courtesy of Next Level Apparel. Styles (from left to right): 3904: Women’s Cotton Ringer Tee; 3900: Women’s Boyfriend Tee; and 6051: Tri-Blend 3/4 Raglan.

The new year brings new promise for business. It’s also the time that profit seekers evaluate what and how they sell, as they put 2019 strategies into motion. For some, that means experimenting with a new product line—perhaps, the $5.51 billion promotional apparel sector. Interested in capitalizing on this opportunity? To help you get started, we’ve put together a collection of tips, courtesy of our sister publication, Promo Marketing. From silhouette preferences to decoration techniques, here’s what the experts had to say.

ON ATHLETIC AND PERFORMANCE APPAREL

1. COMBINE FASHION WITH FUNCTION
As much as athletic apparel is about looking good, what sets a good item apart is how it functions. Eric Rubin, president of Blue Generation, Long Island City, N.Y., said that T-shirts, specifically those with moisture-wicking properties, remain one of the biggest trends in the market.

“With the advent of moisture-wicking, the sales in this category have become explosive,” he said. “From solid and color-block T-shirts, half-zip pullovers and polos, the athletic look has become mainstream in our market.”

Greg Vanover, national director of sales for A4, Vernon, Calif., also noted that items like quarter-zips, half-zips and polos are immensely popular right now. And part of that, he said, is due to how the items lend themselves to further functions and capabilities.

“Both [pullovers and polos] provide an element of fashion, but with the benefits of high-performance fabric, like moisture management, UV protection, etc.,” he said.
– From January 2018’s “New Year, New Look”

2. GIVE THEM WHAT THEY NEED, NOT WHAT YOU THINK THEY NEED
Before you invest in all the bells and whistles, remember that you don’t want to go overboard. You want to give end-users an item they will use, but when you add too many features or unnecessary details, you risk burying the ones they actually want or need. “We think it comes back to the performance of the garment toward its original purpose,” Vanover said. “Gimmicks and anything that takes away from that original purpose aren’t likely to last. But, consumers will gravitate toward innovations that make the apparel perform better. That is what happened with moisture management, odor resistance, UV protection, etc. Eventually, customers demand these attributes.”
– From January 2018’s “New Year, New Look”

3. DON’T FORGET ABOUT WEARABLE TECHNOLOGY
While tried-and-true items like pedometers can’t fail, Christopher Duffy, director of marketing for Ariel Premium Supply, St. Louis, said that customers are looking to get the latest and greatest when it comes to technology. That’s hardly a surprise. Think about how people wait in line for smartphones that are barely different than the ones they have.

“One of the biggest trends right now is a move away from simple-stat pedometers (steps, calories—wear on the belt) toward the more feature-rich trackers that you wear on your wrist,” he said. “While pedometers have historically used basic measurement mechanisms, fitness trackers employ more technology to provide better measurement [and] analytical tools, and, therefore, more detailed and accurate results. Add to this a design dynamic, and fitness trackers have also become a popular fashion accessory.”

While it can be tough to stay on top of every new tech item that hits the market, it’s worth paying attention, as what’s new in retail will eventually come over to the promo side—sometimes sooner rather than later.

“Those items in the consumer-only space that directly connect to your mobile device will certainly make their way to the promo side,” Duffy said. “Driving the trend primarily involves the breadth of features fitness trackers offer, such as measuring sleep patterns, GPS tracking, connectivity to an app, and cross-functionality with nutrition and eating habits.

All of these are a far greater measure of today’s ‘lifestyle’ habits that provide more tangible data to analyze, and therefore achieve targeted fitness goals, e.g. healthier employees. Printing on the band or watch face complements their ability to be a promo item.”
– From April 2018’s “Virtual, Reality”

4. UPSELL WHEN POSSIBLE
For Marcus Sweeney, vice president of business development at Hit Promotional Products, Largo, Fla., athleisure remains a huge opportunity for sales success. “Athleisure will continue to be a thing,” he said. “People want comfort, and it is now acceptable to wear yoga pants, quarter-zips, performance fabrics, etc., outside of the gym. Distributors who are not showing and pushing this trend are missing out on an opportunity. Layering pieces like a quarter-zip also give [distributors] a chance to upsell and add to [clients’] overall apparel spend.”
– From April 2018’s “The Style Guide”

ON T-SHIRTS

1. OPT FOR NEUTRAL SHADES
James Andes, marketing coordinator for S&S Activewear, Bolingbrook, Ill., revealed muted colors are having a moment now. “Neutral colors are always going to be the ones high in demand, because they’re easy to use in most occasions,” he said. “[By opting for such shades, you] also greatly reduce the need to worry about artwork potentially clashing with the color of the shirt.”
– From February’s 2018’s “The T-Shirt Revolution”

2. CONSIDER ALL BODY TYPES
Besides color demands, end-users are looking for evolving silhouettes that are both flattering and comfortable. “We predict companies are slowly drifting away from ‘core basics,’ and moving toward fashion/sportswear pieces,” Mary Bostwick, director of marketing, customer service and inside sales, for Delta Apparel, Duluth, Ga., said. Mark Seymour, chief sales officer for Next Level Apparel, Gardena, Calif., agreed that the T-shirt is getting a major upgrade, thanks to its role as a fashion icon. “Gone are the days of the disposable T-shirt,” he said. “Consumers want a favorite shirt that is made of soft fabrics and fits perfectly. They also want the freedom to choose an American-made and sustainable option.”

He added that silhouettes for women are now more boxy and roomy, and that retro styles, such as baseball and ringer tees, will continue to dominate.
– From February’s 2018’s “The T-Shirt Revolution”

3. PITCH GENDER-FLUID FASHION
Even though unisex styles have always been a key player in the promotional apparel world, gender-neutral clothing is becoming a trend in its own way. Marcus Davis, product development for Hanesbrands Inc., Winston-Salem, N.C. explained what end-users are looking for.

“As part of the trend toward gender-neutral apparel, unisex and ‘boyfriend’ tees are growing in popularity with women,” he said. “Midweight fabrics are gaining in popularity, also with a focus on unisex sizing.”

He also pointed out that garment-dyed apparel remains an important trend, mainly due to its look and feel.
– From December 2018’s “2019 Style Preview”

ON OUTERWEAR

1. DRESS FOR THE REGION, NOT JUST THE SEASON
Despite all of our enthusiasm regarding the autumnal time of year, it’s important to note that where fall apparel is involved, one must be aware of the season’s different manifestations around the country. In some places, fall is warm, while in others it can be cold. Seems obvious, right? Well, did you ever think of how that would apply to apparel styles? We’ll admit it: We didn’t.

Luckily, we got in touch with John Perez, marketing associate for Tri-Mountain, Irwindale, Calif., who laid out some of the tricks of the trade, so to speak, when it comes to selling fleece and fall weather gear for the promotional apparel industry.

“Fall can be a tricky season for weather throughout the country,” he explained. “That pretty much translates into layering. So, what do you want in your apparel for the fall? The ability for it to go well in a layered look. Something lightweight that breathes, because you may be wearing it with other layers—and something that stores easily, because you may be taking it off at some point during the day. Also, that it comes in colors that will match with other layers.”
For fall apparel, layering is important, not only because the season isn’t the same the whole country over, but also because fall weather tends to vacillate between warm and cold on a daily basis, in any given location. While it’s a lovely season, it’s definitely not the time of year where you can put on an outfit in the morning and expect to wear it all day without changing or taking a layer or two off—or adding them on.

Madison Johnston, a media marketing and customer service representative for Landway International Corp., Hayward, Calif., advised the same. “For fall and winter, end-users have gravitated toward lightweight layers,” she said.
– From July 2018’s “Don’t Get Fleeced!”

2. EXPAND BEYOND TRADITIONAL MARKETS
Once you’ve familiarized yourself with the must-have features end-users are looking for, you’ll be ready to pitch prospective companies on your offerings. There’s a misconception when it comes to rugged apparel, and that’s that it’s reserved for the more rigorous outdoor jobs only. These days, that couldn’t be further from the truth.

While Tri-Mountain’s Perez pointed out that manufacturing and outdoor industries, like trucking, logging, construction, fishing, hunting and oil are popular markets for rugged gear, he’s also noticed an influx of orders from other clients in need of safety apparel.

“We’ve seen an increase in the need for safetywear to be used in public places like schools with parking lot attendants, security guards or event staff,” he observed. “These styles aren’t the super hi-vis [options]. Recently, we’ve created a lightweight safetywear jacket, a pocketed polo with reflective tape, a safetywear thermal and, more recently, a safety-wear polo with reflective piping.”

Perez went on to say that even though these apparel items feature reflective detailing, they can still be used for everyday activities, like hiking, running or walking, where the end-user wants some extra visibility.
– From August 2018’s “Bring It On”

3. LOOK FOR REPEAT BUSINESS
Michael Dalzell, vice president of marketing for Stormtech, Burnaby, British Columbia, also pointed out that the repeat business potential in the rugged and safety market is huge. This might seem contradictory because these apparel pieces are built to last, and, therefore, don’t need to be replaced every season. But, if you pitch your pieces as part of a system, you can sell your clients on outershells one season, a mid-layer the next, a fleece the following one and then a base layer.

“All of these [apparel components] are working together in an integrative way, and when they’re branded and they’re on point in terms of color, it looks really good,” he added. “And so, not only are you providing quality and really great apparel solutions that are technical, you’re also driving your season-over-season sales with a whole system that your customer can sink his or her teeth into.”
– From August 2018’s “Bring It On”

4. TURN TO ATHLEISURE TRENDS
The need for versatile options has a direct correlation to the athleisure movement’s continuing dominance. And with athleisure setting the streetwear standards, end-users are demanding outerwear looks that are also comfortable. Cynthia J. Baker, public relations and promotions manager for Heritage Sportswear, Hebron, Ohio, mentioned that comfort is a top priority for outerwear at every geographic location, and she provided examples of how to capitalize on these opportunities.

“If you live in Florida, a lightweight quarter-zip or fleece jacket works,” she elaborated. “In Seattle, the jacket [had] better be wind- and water-resistant. In Ohio, bring on the heavyweights.

“But regardless of where you live, comfort is a must,” she continued. “Having sleeves that are long enough with tabs at cuffs to prevent cold arms, and having room to move your arms to drive, open doors, etc., is necessary. Being long enough to cover the top of your pants is needed. No constant tugging or tightness when moving is something a distributor needs to consider.”

Baker also said that sizing is a key component of a successful outerwear promotion. She suggested a size run in XS to XXL to accommodate a variety of body types.
– From September 2018’s “Jacket of All Trades”