Even in 2015, corporate apparel still showcases old-school dignity and pride. One cannot help but feel that pride when donning the button-down shirt.
No matter the company, from a large corporation to the small sales and service company (independent smartphone retailers, etc.), logoed corporate apparel is a vibrant garment order that can lead to a large cache of other logoed items the company will need throughout any given year, including awards to logoed cups for company picnics and everything in between and beyond.
There are several elements to ensure a successful corporate/image apparel program. John Gibson of alphabroder, believes such a program "needs to have an assortment of products that speaks to the company's brand and appeals to the tastes of the end-users of the products. That means that the garments need to be on-trend and functional (for use in multiple settings)."
Doug Burkett of Nucom/Burk's Bay asserts that the essence of a successful presentation provides "a quality product that serves as a bridge between the client's brand(s) and a connection with its client or customer base."
The beauty of the industry is that there is a wide range of expert suppliers with beautifully photographed catalogs and promotional pieces to pore through in order to first create your customized client "look book." Many suppliers also provide extra services to help you not only with your presentation but fulfillment. For example, Lori Anderson of River's End Trading, summarizes how her company typically works in this arena. First, she says, is providing apparel – and synergistic accessories – that are both stylish and functional. "Co-branding with popular prestige retail brands is a winning proposition. We offer Columbia, Brooks Brothers, Lacoste, Forsyth, Page & Tuttle, etc." Second is the production of eye-catching, professionally appealing logos. "We provide decoration services by a design team to create appealing logos for distributors' clients."
Again, there are quite a few suppliers of high-end brand-name apparel, so it behooves you and your team to review each in order to create that look-book to make selection much easier for your client. This look-book should have in each category "good, better, best" choices. When you show that you've done your research and homework, the client will almost feel relieved that he/she does not have to, and you're more than halfway to a close.
Other Considerations
You can create this look-book after your first communication with your client and before your first sit-down consultation. Time is always of the essence. Your first communication should yield information as to the general types of garments needed or desired, retail brand names or not, corporate colors and approximately how many employees, as well as "extras" that may be needed.
When creating your look-book to present to your client, Burkett advises to ensure you showcase a garment "that offers value, meets that client's expectations, and also falls comfortably within the budget constraints. In addition, you want to show that you can also identify and select a garment that fits the demographics and also that connects with the target audience."
After gaining a thorough understanding of the buyer's brand, agrees Gibson, it is important to ascertain the demographics and tastes of the product's end-user. "What I have personally found to be helpful in this area is when a distributor representative brings me in to do an end-user call with him or her. This has two benefits: you can show a great variety of apparel to find out what their tastes are, and the samples can also be decorated with many creative logo positions and methods, which can give greater clarity as well. Creative decorating can greatly increase the appeal of the apparel items that are offered in the program."
But, Gibson asserts, no matter how you choose to present to your client, the key point is to compellingly educate your buyer on what is best and most exciting for his or her program.
Create a form of must-ask questions. Anderson suggests you leave the meeting with answers to the following questions:
- Where are the garments going to be worn?
- What type of functionality is needed for each?
- What is the price point range?
- What colors are involved, how big and where does the client want logo placement?
- What is the size range and how many of each size? "Make it easy like that and the more you know, the better fit for your client," she says.
Consider talking your client into setting up a logoed apparel/product store website, which has many advantages. According to promotional product marketer, Tailored Printing (tailoredprinting.com), the "online virtual apparel stores" they set up for their clients helps visitors (employees, their family members and friends, and vendor reps who are "fans" of your client) place orders for logoed apparel and other merchandise; each is paid online with a credit card.
As proclaimed on Tailored Printing's website, "Managing apparel orders for any group can be time consuming! Gathering orders, placing the orders, and collecting payments by hand are just some of the hassles."
This is a very sensible concept that is successful for Tailored Printing. When you are able to provide beautifully logoed corporate apparel (dress shirts, polo shirts, vests, sweaters, leather and other jackets, plus gear such as bags and computer portfolios), you can easily lead to so many other items for the company's various events and activities including team-building events, client/customer appreciation events, trade and consumer shows, etc.
And do not forget to build in your own referral incentive program. When a corporate client recommends another that orders from you, give away something special – with YOUR logo on it!