Promotional Apparel

4imprint.com driver, clothingchoicesshould reflectyourcultureandgoals. corporate dressprogram,buildingbrandawareness orusingapparelasasales Remember thosefirstimpressions,though.Whether youareimplementinga she becomesawalkingadvertisementonyour behalf. products canmatch.Notonlydoyougetdirect contactwiththewearer, butheor apparel offers anopportunityformultipleexposuresthatfewotherpromotional On theflipside,whenitcomestopublicmarketing andincentiveefforts, increasing moraleasemployeesidentifywithasharedgoal. Corporate apparelprogramsalsohelpcreateasenseofunityingroup, recognition incustomerservicesituationsandcanenhanceperceivedcredibility. to anorganization.Uniformsorcoordinatingapparelprogramsprovideinstant Beyond firstimpressions,asmartdressedteambringsenormousmarketingvalue greater confidenceinhisorherabilitiesevenbeforeheshehassaidaword. so important.Ifsomeoneisnicelydressedandlookswellput-together, wehave to aperson’s appearance.Ithinkthatiswhyapositivefirstvisualimpression evidence tothecontrary. WhatI’mrealizingisthatthehaloeffect alsoextends have agenerallypositiveimpressionofthatperson,sometimeseveninspite “That meansthatifweknowcertainpositivethingsaboutaperson,tendto to communication-expertsasthe‘haloeffect.’ Service inPrinceton,NewJersey. Rickerdescribeswhatisknown Kathryn Ricker, 30,statisticianwiththeEducationalTesting “I workinafieldthatisdevotedtoassessingpeople,”said know everythingaboutyou. observed physicaltraitorbehavior, peoplewillassumeto break you.Withinsecondsofmeetingyou,basedonasingle According tofirstimpressionsresearch,clothingcanmakeor tool formarketers—it’s thecapacitytoinfluenceopinions. everyone hastohavethem.Butit’s notjustnecessitythatmakesclothingapopular Clothes. Everybody’s wearingsomething.Shirtsandjackets,shortst-shirts— Dressed toImpress 2 Ibid. 1 Lindenberger, Judith.“Howtomake agreatfirstimpression.” TheLindenbergerGroup,LLC. 1 © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 © 2 ” Blue Papers “want-to-wear” signature piece. associated withhaving arequiredoutfitandconverting“have-to-wear” itemintoa Trendy uniformscanalso beanallyinstaff recruitment efforts, eliminating anystigma team colors.” Lyttle saidinpressreportsatthetime.“It’s likewearing “It createsmoreofateamatmosphere,”bankspokesmanJeff dress shirts,sweatersandcoatsbearingtheBankOnelogotowork. required tellersandotherbranchworkerstowearcoordinated In 2003,BankOnerolledoutacompany-wideprogramthat image-wear. trading intheirwear-whatever policiesforuniformsorcoordinated companies—from whitecollarbankstobluetrades—are aren’t justforthefoodserviceindustry. Moreandmore advice 4 Moran,Gwen. “AClothesCall,”Entrepreneur, March2004. 3 Coyne,Eileen. “BankOneBranchWorkers toWear Uniforms,” DaytonBusinessJournal,June 6,2003. into arevenuestream,promptingpatronsto buy copiesfortheirowncasualwear. companies consideringuniforms:thinkhip.If the uniformiscoolenough,itcanturn Rick Segal,authorofRetailBusinessKitforDummies, offers anotherpiece ofadvicefor change apronismoreathomeinlocal,neighborhood eateries. tiedatthewaistsuggestsupscale,innovative cuisinewhileashort,red Think aboutwhatarestaurantapronalonecan convey—awhite,shin-length and corporatebluessayformalprofessional. and hip,poloskhakissayconservativebutcasual,whilenavydresses communicate abrand.Whiteoxfordshirtswithloosejeanssayyoung brand image.Theuniformisoneofthebesttoolsyouhaveto Whatever uniformorimage-wearstyleyouuse,besureitalignswithyour a smallselectionofcoordinatingshirtswhichemployeescanpairwiththeirownslacks. work togetherandstillportraytheimageofaunifiedteam.Lessformalprogramsoffer options includingshirts,,vests,jackets,dresses,pants,scarvesandtiesthatall A coordinatedworkwearprogramcanbeflexible—offering avarietyofmix-and-match options inmatchingpalettes,buyersdon’t havetoresignthemselvesunisexstyling. than snazzystyles,polyester-only textilesandunisexfittings.Today, withexpandedfit Years ago,launchingacoordinatedclothingprogrammeantfewoptions,includingless 3 © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 © 4 Blue Papers author ofthebook,CasualPower. the technologyworld,”notesSherryMaysonave, animageconsultantbasedinTexas and “It wasthoughtthatifyoudressedformally, youweren’t oneoftheprivilegedonesin in SiliconValley purportedlystartedtherelaxeddress trend,whichspreadacrosstheU.S. Pundits tracetheriseofbusinesscasualtodot-comboomlate1990s.ITworkers feel ofcasualclothes,withoutjeopardizingaprofessionalatmosphere. Corporate image-wearcanprovideemployeeswiththecomfortable departments, arguing that comfortable attire in the workplace improved morale and productivity. lobbying, asjeanandother casual-wearmanufacturersworkedtheirinfluence onhumanresource Maysonave, alsosuggests thatthemovetocasualworkplaceswasresult ofpurposeful requirements forjacketsandsuits. fewer face-to-facemeetingstogetthingsdone. Asoff-site meetingsdeclined, sotoodid At thesametime,technologywasenablingvirtual workplaces,andpeopleneeded behavior, contributingtoanincreaseinsexualharassmentlawsuits. down policy. Theyreportedathirtypercentincreaseinflirtatious more than1000humanresourceexecutiveswhoimplementedadress Jackson Lewis,alawfirmthatspecializesinpersonnelissues,polled It isn’t justbecauseofbranding thatuniformsareseeingacomeback. Dress codes life ofyouruniformsandprovidethegreatestvalue. consider performancefabrics,likeTeflon-treated stainresistantshirts, thatwillextendthe to offer seasonaloptionssothatemployeescanbecomfortableinchangingweather. And Beyond yourbrand,besureuniformisfunctionalforeachemployeerole.Remember 7 Ibid. 6 Shelton,Jim. “Sunday BestGivesWay toDressingDown,”NewHaven Register. June22, 2008. 5 Lindenberger, Judith.“Howtomake agreatfirstimpression.” TheLindenbergerGroup,LLC.   grilling toolsandgardensuppliesprovideaddedbenefits. beyond traditionalprimarycolorsandhigh-functionapronswithspecialtypocketsfor Likewise, apronshavebroadmarketappealandutility. Newprintstylesaddattraction reminder inyourcustomer’s home. out inpublic.Buthomeluxurygiftslikerobesandslipperscanserveasaconstantbrand Know yourmarket.High-endconsumersmayneverwearanapparelitembearinglogo only aroundthehomecanbejustasvaluable. Promotional apparelhasvaluebeyondpublicexposure.Agiftyourcustomerwilluse At homepromotionalapparelideas 6 © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 © 5

Blue 7 Papers 9 Rosenberg, Joyce.“Dress CodeBodes Well for CompanyImage,” TheAssociated Press,June 22, 2008. 8 Binkly, Christina. “LawWithoutSuits:New HiresFloutTradition,” Wall StreetJournal,January 31,2008. shirts definitelysparka socialprideinsideofeachstudent.” they’re treatedwithmore respectfromtheirpeersandteachers,”said Elkins.“The English, mathandsoon. Theywanteveryonetorealizetheirsuccesses and,inturn, “After myclassisover, many studentscontinuetoweartheirprofessional polosto as academically. means ofpreparingthemprofessionallyforsuccess, aswell requires eachstudenttowearalogo’dpoloshirt duringclass,asa series ofhonorstechnicalcourses.For2.5hours eachday, Elkins college creditsduringtheirjuniorandsenioryear bycompletinga teaching techniques,allowshighschoolstudents toearnatotalof25 The Florissant,Mo.,Academy, highlightedbyCiscoforitsinnovative predicted itsimpact. professional, collaredshirtsduringclasstime,henevercouldhave Technical HighSchool’s CiscoNetworking Academytowear When instructorJimElkinsbeganrequiringthestudentsofNorth Case inpoint:Wearing prideontheirsleeves how anemployeedressesconveysamessagetocustomerandvendors. Beirne tellsemployerstocouchclothingrequestsasabrandingissue,explainingthat something inwriting,thatshouldn’t stopyoufromissuingaverbaldirective. based companythatprovideshuman-resourceoutsourcing,justbecauseyoudon’t have But, saysBonnieBeirne,directorofserviceoperationsforAdministaff Inc.,aHouston- written policiesorguidelinestoavoidmiscommunicationinconsistentenforcement. When advisingemployeesonappropriatedress,humanresourceexpertsrecommend interview. worn oneinsixmonthsandthatifshedidwearone,herpeerswouldthinkhadajob old legalassociateatCadwalader, Wickersham&Taft LLPinNewYork. Shesaysshehasn’t “Getting upinthemorningandputtingonasuitishard,”saysSaraShikhman,26-year- are likelytomakethesamearguments. Ten yearslater, withcorporatecasualpoliciesfirmlyentrenched,youngerprofessionals

events,andcompanyoutings sweaters provideasubtleyetclassicwaytopromoteyourbrandforcorporatecasualFridays, Sweaters areanoftforgottenopportunityforpromotionalapparel.Easytodressupordown, Sweaters: Anotheroffice option 8

© 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 © 9

Blue Papers ladies whilesportyoranges areafavoriteamongmanyyouth.Forbrand coordinated Colors tooarefollowing trendsascombinationsofpinkandbrownare popularwiththe obtrusive locationsliketheshirtsleeveorhip-level onthelowershirt-tail. This fashiontrendalsomeanscompaniesareshrinking theirlogosandoptingforless raglan sleevesandringert-shirtsarepopular, as arerugby-inspireddesigns. versions withslimmerfits,sportiersleevelengths andalternatenecklines.Retro-style In apracticalsense,thatmeanslookingbeyond thestandardt-shirttomorestylized more styleoptions. offering womencustomized sizesanymore.Eventhemenwant quantities andoffering a rangeofstylesandfits.It’s notjustabout Increasingly, whatthatmeansismarketersarebuyinginsmaller it musthavesomerelevancetocontemporaryfashion. have increasedaccordingly. Foragiveawaytohavelastingvalue, what theywear, andthestakesforpromotionalprograms fashion hasclosed.Consumersaremorediscerningabout Notably though,thegapbetweenpromotionalclothingand welcome incentive. sports arenatothestockoflogo’dhatsinasalesperson’s trunk,apparelisaperennially sales incentivesandgiveaways.Fromtheever-popular t-shirtlauncheratyourlocal Beyond employeeimagewearprograms,apparelremainsanongoingfavoritefor Incentives andgiveaways or banningfacialhair, arebestdiscussedwithlegalcouncil. company uniform.Othergenderedpolicies,likeprohibitingmenfromwearingearrings the generallyacceptedviewisthatrequiringskirtsonlyacceptablewhenpartofa long agowomeninmanyoffices werestillrequiredtowearskirtswork.Today, Overall, corporatedresspoliciesshouldbewareofdiscriminationissues.Notthat and shouldgoverntheiractionsactivitiesaccordingly. while theyarewearingyourbrand,seenasrepresentativesoftheorganization can wearlogo’ditemsoff thejob.Eitherway, itdoesn’t hurttoremindemployeesthat where imagewearisconsideredpartofauniform,rulesmaylimitwhetheremployees employees shouldandnotwearwiththecompanylogo.Andincompanies If yourcompanydoesoffer imagewear, considerprovidingguidelinesonwhat © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 ©

Blue Papers sight anytimesoon. In total,the70-membergrouphasgarneredover 20,000milesandseesnodistancecapin in, theybringanotherfriend…andanother!” And, ‘Howcanwejoin?”saidFreda.“Itreally hashelpedrecruitment.Then,oncethey’re “Everyone seesthebrightgoldt-shirtsandstarts asking‘Wheredidyougetthatfrom?’ generator. NCSS, thegoldt-shirtshaveservedtheirpurposeten-foldasbothanincentiveandalead one bycharitableprogram.And,accordingtoFredaReed,ActivitiesCoordinatorat The walkingclubincentivesweremadepossiblebyanin-kinddonationthrough4imprint’s after attendingtheclub’s firstmeeting. Club oncetheyreachtheirpersonal20-milemark.Eachmemberalsoreceivesapedometer These vividlycoloredgarmentsareawardedtoparticipantsintheNCSSMondayWalking among its60-to89-year-old seniors:brightgoldt-shirts. It’s nosecretatNewtonCountySeniorServicesinCovington,Ga.whatthehotitemis Case inpoint:Asgoodasgold Let’s lookatoneorganizationthatdidgetitright! worse—the ragbin. wrong, andyourpromotionwillberelegatedtoobscurityatthebottomofclosetor Get itright,andyou’llbenefitfromcountlessexposuresrepeatedwear-time. Getit in thelogoortrimratherthansolidcorporate-colort-shirts. colors themes, marketers are choosing more muted shades with subtle notes of brand color just forwalkinginthedoor. slippers whenclientsbookmulti-servicesessionswhilesnowmobiledealersmightoffer knitcaps better matchfortheirbrandandindustry. Spas,forexample,cannowgiveawayfleece With thesenewoptions,marketersarecreatinginnovativeincentiveprogramsthata options. Supplierstodayarebranchingoutintofootwear, children’s clothes,bathrobesandmore. While thet-shirtwillprobablyalwaysreignsupreme,promotionalapparelnowoffers morefar Unique promotionalapparelideas © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 ©

Blue Papers apparel programs: innovations infabricandaccessoriesareboostingtheimpactof Like expandedfitoptionsandfashion-forwarddesigns,other Five trends marketersshould watchfor

2. 1. sports andcorporatewear. teams asthesebuyersmustkeeptrackofwhat’s hotandcurrentinboth retailers. PerusetheteamstoreorWeb siteofprofessionalsports Keep tabsonwhatyourmarketiswearingandwatchfortrendsatother younger players—whilesportsocksareusefulforanyonewho’s active Retro-style wristbandsaregainingpopularityagain—particularlyamong logo outonaproductpeoplewillwearagainandagain. Sporting accessoriespresentaninnovativenewwaytogetyour Sport accessoriesinsteadoft-shirts andglovesaresoughtafterpremiums. For coldweatherclimates,winteraccessorieslikeski caps, headbands, Winter accessories own brand. to thegarmentandprovide positiveassociationwithyour like Columbia,Nike,and GregNormanaddhigherperceivedvalue of co-brandedoptions available onthemarket.Brandednames Co-branding. Asfashionstylesgrow, sotoohave thenumber and employeeswhoworkextendedshifts. options arealsoavailableandidealforsportingactivities function-added itemswhichappealtosportsenthusiasts.Anti-microbial Likewise, highvisibilityreflectiveshirtsandtopswithUV-protection areother office togolfcourseand backagain. wide varietyofpoloandoxfordstylesperfectforseamlesstransitionsfrom stain- and/orwrinkle-resistant.Theseperformanceitemsareavailableina Among thehighestdemandaremoisture-wickingfabricsanditemsthat logo’d apparel. of theclothingindustry, andthosehigh-functionoptionsareavailablein Functional fabrics. Performance fabrics is one of the fastest growing segments © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 ©

Blue Papers

10  build yourbrand. customerservice,team buildingorfundraising...apparelprovidesmultiple waysto The rightitemcanpay dividends. Whetheryourgoalisincreasedsales, better

Occupational Hazards,June 2008. Keating, Michael. “What’s Favorable andFittinginWorkwear andProtectiveClothing,” 4. 3. and ayouthversion. from awideselectionofflipflopsandclogs.Footwear comesinthreesizes—women’s, men’s, For years,footwearwasexcludedfrompromotional programs. Butnow, buyerscan choose For thefeet be justasdiscriminatingaboutbabyclothestheirown. Remember tokeepthelogosmallandcolorchoicestasteful,asparentscan parents cangetalotofuseoutlogo’ditemslikeonesies,crawlersandbibs. in children’s wear. Babiescangothroughseveraloutfitsinaday, sonew Another recentinnovationinpromotionalapparelisthenewoptions Baby clothes 5. to capsandtees—arenowavailableinorganicversions. the trend,andbuyerswillfindthatmostapparelitems—frombabyrompers chemical resistance. function fabricsthatoffer flameretardency, anti-staticpropertiesand According toOccupationalHazardsmagazine,hottrendsincludemulti- actually useprotectiveapparel. gear totheirstaff, companies increasethelikelihoodthatemployeeswill your companybrandandmeetsafetygoals.Byprovidinglogo’d Protective .Protectiveappareloffers dualopportunitytoreinforce environment atthesametime. sustainable promotionsisawaytodowellandsomegoodforthe material, bambooandsoybeans.Nomatterwhatthereason,offering Other earthy-friendlyclothingoptionsincludefabricsmadefromrecycled affordable inlargequantitiesforpromotionalprograms.Organiccottonleads Eco fabrics.fabricshavehitthemainstreammarketandarenow can beaneconomicbrandboosterwhenused insmallerruns. screen printing.Digitalprintingoffers affordable fullcolorproductionand Another relativelyrecentinnovationisdigitalimprintingasanalterativeto machines cannowaccommodatecomplexlogodesignswithdetailandclarity. Advanced accessorizingtechniques.Multi-head,computerizedembroidery also idealforusewhenvisitorstourthejobsiteorshopfloor. 10 Logo’dsafetyproductslikeglassesandhardhatsare © 2008 4imprint, Inc. All rights reserved rights 4imprint, All Inc. 2008 ©

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