1. Wearability matters more than fashion or cost
Adding the word "fashion" to a product name does not make it fashionable; the use by the person wearing it will do that. Jeff Scult, co-founder of San Francisco-based Golden Goods USA, prefers to focus on the impact on the wearer rather than the idea of fashion. "As a 20-year branding veteran, for me the word 'fashion' is just an ambiguous attribute that sounds superfluously fancy," he said. "[I] would rather focus on the consumer benefit that is tangible." He added that creating a shirt that an end-user wants to wear all the time is more beneficial to your client than blindly following the latest trend or picking the lowest-cost tee. "The Q&A of 'What's the cheapest shirt in your closet?' 'It's the one you wear all the time' is the secret sauce to promotional marketing success," he said.
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