Just about everyone, of all ages, loves the feeling of being enrobed in terrycloth or velour. Wrapping one's self in a towel or robe, or using a smaller towel to whisk away perspiration is comfort – unless of course, someone suffers from petsetaphobia, a fear of towels.
No doubt about it – on a beach or poolside, and even on the field or in the gym, boldly imprinted towels are riveting to the eye. A small, plush towel with refined embroidery speaks elegance and richness. There are several types, and there would be one perfectly suited to a customer's campaign or marketing initiative.
Melissa Matenkosky of Pro Towels points out that most of the supplier's towels are a terry velour 100 percent cotton fabric. "The loops are sheared off making it a smooth surface for printing. Our towels that are Terry Loop 100% cotton fabric leave the loops intact making those towel a good candidate for embroidery," she explains.
Michael Del Bucchia of Terry Town elaborates that a loop terry towel is the same on both sides, the type of material found most commonly in bath towels. Though this towel can be imprinted, he asserts, "clearly, it is more difficult for the ink to penetrate through the loops all the way down to the core of the towel. The loops can also sometimes make an imprint appear indistinct, lacking clarity. Embroidery can be a better option on these towels if sophistication and class are the demand."
He adds that terry velour is the most popular towel application in the industry because the top layer is sheared soft and flat, allowing for a cleaner and more precise imprint. The under-layer remains as loop terry fabric for drying. Multiple color imprints are also much easier to accomplish on this material as it allows tighter registration. The velour layer can also make a more pleasing surface to lay on while on the beach or at poolside.
Shawn Kanak of Towel Specialties points out that water-based inks (as opposed to plastisol) will always perform best on beach towels and leave the imprint with a much softer hand. The Turkish velour collection from Towel Specialties, he notes, is perfect for this application in styles CT12 and CT20. "Terry loop towels are primarily used with embroidery techniques," he says. "The thicker and thirstier loops make for a more luxurious feeling towel. Towel Specialties CJ40 series is perfect for this."
Terry can also be made from synthetic fibers, says Laura Lewis of Boca Terry. She explains that there are different types and qualities of cotton, combed cotton that leaves the longest strongest fibers, and ring-spun cotton that has single or double twist in the loops. Boca Terry carries certified organic cotton terry robes, too. "This fabric is eco-friendly and was grown on pesticide free land," she describes. "Each cotton type affects the softness, absorbency and strength. We call our synthetic terry robes Micro-terry which are made from 100% polyester, but are very soft and fluffy. We only embroider our products because we feel it maintains a luxury finish that Boca Terry prides itself on."
When considering towels, most people think bath/shower use. However, there are numerous opportunities. Pro Towels' Jersey Shaped Rally Towels, Matenkosky suggests, should be attractive for sporting events, schools and universities, sports camps, bowling and other leagues, and for healthcare customers. The company's Microfiber Waffle Golf Towels are perfect for any customer involved in the game of golf (clinics, clubs, companies or charities hosting corporate and fundraising golf outings), resorts, and for corporate and sponsor gifts, and for schools and universities.
The Colorfusion towel collection by Towel Specialties, says Kanak, offers the only domestically printed edge-to-edge beach, fitness and golf towels, made from genuine Turkish blended cotton. "More importantly, Colorfusion offers the ability to produce full-color art, white on black or any design that the client can think of on a beach towel for 36 minimum and 10-day production. Imagine the possibilities!" he enthuses.
In Kanak's viewpoint, beach towels offer the most unique variety of benefits when compared to any other promotional item. A towel can be used for at least 15 years and in most cases, will last longer than the top 10 industry promo items. "Think about it, how long have you had your favorite beach towels at home?," he asks.
He further advises to think of using a towel when you normally wouldn’t. If asked, he says, the corporate buyer typically thinks that a towel is only when the event revolves around a water environment or incentive trip. However, "most beach towels are distributed in corporate America, in the cities, within walls, of buildings… every single day. If you put a beach towel into a corporate program/company store it has a 36% chance of a reorder. Residual business can be created from merchandising the item… it’s that simple."
According to Del Bucchia, microfiber towels were a trend that Terry Town addressed over three years ago and has led the industry in this development. The most sought-after method of imprinting on these towels is full-color edge-to-edge sublimation. "These towels are ideal when the artwork is the star," he describes. "They are great for both indoor and outdoor event distribution because they are not big and bulky. Younger persons tend to gravitate towards this style of towel because they are lightweight and easy to transport. These towels are an empty canvas, waiting to be powerfully embellished therefore any and all industries can be targeted."
When meeting with your customer and reviewing potential items that will create a very successful marketing initiative, towels are not frequently front of mind for your customer. Therefore, Del Bucchia suggests that towels need to be sold. He recommends focusing on what he calls the "5 Factors" of selling towels that will legitimize the client's investment:
• ROI Factor Towels have one of the longest lifespans of any promo item, they just don’t get thrown away.
• Billboard Factor With a large imprint/embroidery area, everywhere they go, towels are a mobile marketing and advertising billboard.
• Personal Factor A personal item is the most powerful and positive reinforcement of the brand.
• Family Factor Spouses and children enjoy the item, thereby thinking fondly of the brand on the towel.
• Happiness Factor Towels are used at beaches, lakes, pools, resorts, summer camps… places of enjoyment where the mind is clear and the mood is good.
There's no doubt – you can clean up with towel sales!