I fear that not many people outside of our industry realise the messages that can be conveyed through the clothing we wear. Think Katherine Hamnett; Madonna’s trademark peak cap or the countless sporting T-shirts we’re exposed to everywhere in the world. These items of clothing are used to express our political views, cultural preferences and even national patriotism.

Big brands spend hundreds of thousands of pounds every year on major promotions but with ever refining competition from direct, experiential and internet marketing campaigns, promotional clothing has had to raise the bar to continue to command attention.

According to the BPMA’s research into the promotions and incentives market, which was conducted in conjunction with the London Business School (LBS), buyers stated that “quality and value for money ranked highest as the most important product characteristics”.

If this is the demand of the market, then how has the promotional clothing market moved with the times to ensure this advancement?

The industry is placing quality, longevity and social responsibility at the forefront of campaigns when deciding on product. Promotional clothing is now on par with consumer fashion to maintain and increase its value. According to the BPMA LBS research, high-street comparable apparel is being used for promotions, given the drop in costs and improved quality.

Sales promotions campaigns are better targeted. The right piece of clothing has to fit the profile of the target audience closely. “We’re seeing promotional clothing targeted at nightclub goers featuring fluorescent ink, diamantes on T-shirts and crystalina for example.

“Consumers will often buy into a promotion simply for the accompanying garment or accessory such as a beach towel with a bottle of sun lotion or fair trade organically produced shopper bag. On a smaller scale, I recently heard of a beauty salon which was giving away fashionable tunic T-shirts to its valued customers which made a huge difference to retention and loyalty.”

Can we, as an industry, do more to make what we supply or produce have more of an impact? The research suggests: “Finding out more about their customers will enable suppliers to provide the right type of products and services for the right customer. This will, in turn, increase customer retention levels and purchasing frequency.”

Quite frankly, this is the formula of success for any promotion and if we think one step ahead of the buyers and public, promotional clothing can maintain a leading position in any campaign.

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