The Right Fit
5. DIFFERENT PITCHES FOR DIFFERENT CLIENTS
As fashion evolves, comfort and versatility gain more ground. As a result, T-shirts and tanks are becoming a regular staple in wardrobes for all age groups. That doesn’t mean, however, that every T-shirt and tank can be sold the same way. Distributors must consider the most appropriate marketing strategy based on the end-user.
Nichols insisted that the young contemporary styles have to be promoted differently. For example, they should be styled differently and shown on younger models. “These young buyers want to see themselves wearing the garment,” she said. “They also want to feel the hand of the garment before they buy. They are not concerned with spending a few extra dollars to make their shirt the ‘new favorite shirt’ in the drawer. Softness is that important to them.”
Crow offered an additional pointer: Know what your buyer is interested in. She explained that the same burnout football tee can be sold to a concert promoter and to a cheerleading camp, but the message should be specific for these two groups. “To the concert promoter, it’s a cutting-edge fabric; to the cheerleading camp, it’s the team colors and athletic striping that make the sale. Taking the extra step to point out the benefits to each group will increase your sales,” she said.
ON ATHLETIC AND PERFORMANCE APPAREL
1. ACTIVEWEAR, NOT ACTIVE-TEAR
“We believe activewear that can best support an athlete’s routine should be able to endure the day-to-day wear-and-tear of constant practice,” said Christina Botkins, account manager of Tonix Corporation, Fremont, Calif. She listed other popular features such as UV protection on outerwear pieces and quick-dry properties on performance polos.
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