The style trends and sales strategies shaping the T-shirt market

By Sean Norris

On Adding Value

Looking for ways to add value to your T-shirt promotions? Nathan Lucrisia, MBA, marketing director for Atlantic Coast Cotton, Gainesville, Va., suggested bundling. He gave the example of a back-to-school promotion featuring children's T-shirts, coloring books and crayons, packed inside a drawstring backpack.

He also recommended creative packaging. "Nike, Johnny Cupcakes and UGMONK (in the U.K.) have done some wonderful packaging promotions lately, and even the computer chip company Intel did something interesting the last few years," he said. "Intel does an Intel Retail Edge campaign every summer, and one summer the shirt was packed and shrink-wrapped to look like a Mini Cooper. And when the last Batman movie came out, Intel packaged the shirts to where they looked like the Batman symbol."

Ah, the humble T-shirt. Once the domain of greasers, grunge fans and metalheads, the tee has transcended niche to become the go-to garment for just about everyone. It is populist apparel-even the most serious, most business-y businessman throws on a T-shirt at the end of the workday. Beneath his button-down, Clark Kent wears the Superman suit. Beneath that? A Batman tee, probably. (Everybody loves Batman.)

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Sean Norris Author's page Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.

Cross Your Tees