A little off the top
“Today, you see more and more people, from men to women to children, wearing headwear that is not just the old baseball cap with the team’s logo, but a highly evolved fashion piece that can speak volumes in terms of promoting a company’s image,” added Fishman. “The market has become more sophisticated, demanding better quality and more innovative decoration, and therefore has increased the demand for headwear that goes beyond a giveaway item to one that is desired.”
Which isn’t to say that the market for the much-loved baseball cap has dried up. Today’s caps are more often stylish accessories than afterthoughts, and the demand and appeal has increased tremendously. Consider one of Fersten’s recent promotions: “We produced an order for a local charity event that was used to help raise funds for a childhood illness, and the headwear was a giveaway item to people who made donations of a certain level. The local TV broadcast team was also wearing the cap, and it garnered so much attention that an auction was held to continue to raise funds. Two people bid up to $2,500 each to receive one of the caps,” said Fishman.
One thing both Fishman and Goldman agree on is the incredible exposure offered by headwear. Because headgear is positioned at eye-level, it keeps logos front and center. Another benefit, particularly for the more fashionable styles, is the high perceived value. “A distributor should consider headwear to be an item that is not only a low-priced giveaway but, when chosen for its technical qualities such as fabric, features and style, and decorated with the most innovative types of embellishments, is also an impressive piece to present to [a client],” noted Fishman.
In the end, everyone just wants to look good. When an end-user receives something stylish, they will wear it. And if the number of mullets popping up these days is any indication, many people need all the style help they can get. Lend the fashionably unfortunate a hand and give them a reason to hold their heads up high.