Ask Clive – How to Increase Sales in Promotional Clothing
Q. How can I increase my sales in promotional clothing?
A. This is a good question that I am sure many distributors will associate with. There are so many variations on both clothing and branding that often it’s easier to shy away from the clothing sector.
There are two key points to assess when discussing clothing options.
The purpose of the garment? Is it for a promotional event or for their staff or web store? This will allow you to narrow down the options and make the clothing choice for your client more speciﬁc. (Waterproof, retail style, quality, budget.)
The branding options? There are many options available for branding. However, each process has different beneﬁts. Here are the main processes.
Embroidery: associated with quality branding, limitations to where it can be placed on the garment due to framing.
Screen print: ideal decorating process, allowing Pantone matching and can be up to eight colours or more. Cost effective at 75 to 100 garments.
Transfer print: a processed print ideal for lower quantities and for high-detail prints such as photographs and product shots.
Direct-to-garment or digital printing: similar to transfer print, but the image is sprayed directly onto the garment offering a softer feel over transfer.
Laser engraving: the new kid on the block, ideally suited to fleece, softshell and denim. Offers a fantastic alternative for subtle branding.
Appliqué: retail-quality feel that was often only available as a bespoke process. This is now a branding option in the UK from the main clothing decorators.
Many obstacles and common challenges are thrown up when discussing clothing, “What is the largest print size”, “Will the jacket still be waterproof after branding”, “Where can we print on the garment” etc. One of the greatest resources that you have as a distributor regarding clothing is to use your specialist garment decorator on a joint client visit. As experts in this sector, we can answer many of the questions or objections that arise along with having samples of embellishment techniques that are available to show and discuss with your client.
I look forward to more of your clothing and embellishment questions.