In an age of digital ads, pop-ups and fleeting social media impressions, one of the most effective marketing tools is still, simply, what people choose to wear.
Branded apparel, including T-shirts, polos, sweatshirts, jackets, hats and more, has long been part of corporate marketing strategies.
You can find them at trade shows, in onboarding packages and as corporate giveaways for clients and employees. They are
walking billboards that keep your brand visible every day.
However, a logo on a shirt is not marketing by itself. It only becomes marketing when it leaves the closet.
Branded apparel is a mobile advertisement for a company’s identity, but it only works when the “billboard” is something people want to display on their bodies. The difference between apparel
that gets worn once and wearables that become part of someone’s regular rotation comes down to one factor – quality.
This is where many organizations miss the mark. In an effort to control marketing costs, companies often consider lower-cost apparel options. On paper, it may appear to be more efficient and cost-effective. But those purchasing branded apparel must ask, “Would someone choose to wear this if the logo were removed?” If the answer is no, it undermines the entire strategy.
In studies conducted by the Advertising Specialty Institute (ASI), a promotiona T-shirt is usually kept at least a year and worn about once a month, generating about 3,500 impressions. Logoed outerwear and performance wear, like fleece jackets, can also generate impressions and attract new customers.
In another study, ASI found that 41% of consumers are more apt to do business with a company that gave them these items.
But it doesn’t matter how amazing your branding is on a T-shirt; if it is scratchy, stiff, see-through or ill-fitting, it’s not going to get much wear, if any at all. ASI notes that comfort matters. The same is true for a polo that doesn’t
hold its shape over time. A soft blended T-shirt or hoodie that stays comfortable after dozens
of washes often becomes a go-to. It’s worn long after our interaction with the brand, and every wear is another impression.
A traditional 50/50 (cotton/polyester) T-shirt for workers in the field might work well. In fact, many construction companies order these as work shirts in safety orange or safety green.
But for wearables handed out at events or presented to clients, it’s wise to go with ring-spun cotton or triblend fabric. The shirt is much more likely to make it out of the drawer and into the public eye. For just 50 cents to $1.50 more per shirt, that one purchase can lead to repeated exposure and a much greater return on investment.
Sizing is just as important as materials when it comes to branded apparel. Seasoned marketing partners who understand the product and the suppliers can help guide sizing decisions. I propose items that I know are true-to-size, and if the client chooses something else, I can offer
advice about which suppliers have items that vary in size so clients can make good purchasing decisions.
Here are some of the best quality branded apparel items delivering the highest payoff for companies and organizations:
GILDAN 50/50 BLEND
The Gildan 50/50 Blend T-Shirt combines the comfort of cotton with the durability of polyester, making it a dependable choice for outdoor activities, job site work, and everyday wear. Its moisture-wicking properties help keep wearers cool and comfortable throughout the day.
BELLA+CANVAS® RELAXED TEE
A customer favorite, this tee combines premium softness with a modern relaxed fit for all-day comfort. Perfect for corporate apparel, events, teams, and everyday branded wear.
CUSTOM BUCKET HAT
Take a popular promotional item to the next level with a custom printed hat. Let your creativity flow with this must have item that
is a year-round favorite.
CARHARTT® WORKWEAR POCKETSHORT SLEEVE T-SHIRT
Carhartt’s bestselling, no-quit, original work shirt. A classic for 25 years.
DISTRICT® PERFECT TRI® TEE
Primed for 24/7 comfort. Tri-blend t-shirts are often worth the upgrade. Featuring an ultra-soft feel, tri-blend tees are the shirts people reach for again and again.
RICHARDSON TRUCKER HAT
The standard by which all trucker caps are measured. Popular for its undeniable quality and versatility, this casual classic is constructed with the trademark attention to detail Richardson is known for.
OGIO ¼ ZIP PULLOVER
Set a sustainable example in these certified carbon reducing styles that are made from recycled materials. Designed for optimal movement and performance, they’re pill- resistant and they combat moisture and UV rays, so you look good while doing good.
SPORT-TEK 1/4-ZIP PULLOVER
An extremely flexible layer with a soft-brushed backing and moisture control for year-round comfort.
TRAVISMATHEW POCKET POLO
Outfitted for performance, this elevated pocket polo keeps it simple, yet makes it count with superior wrinkle resistance, moisture management and breathability.
For product information and other fun ideas, visit ThinkDiversified.com.
