George Clooney is better dressed than you. Yes, he has movie-star looks and more money than several third-world countries, but the secret to his success is the suit—the man practically sleeps in a three-piece. Aside from style, there's an air of authority and respectability associated with a suit. In essence, he's made a career out of being dapper.
What does this have to do with the promotional industry? Although many think polo shirts and baseball caps are the only options for men's promotional apparel, there's an entire realm of suppliers providing suits, jackets and other business apparel that works just as well for a night on the town as they do for a day in the office.
"A suit immediately resonates with the patron that the business will be providing a high-quality service and will attend to their needs," said Taraynn Lloyd, marketing director for Kalamazoo, Michigan-based Edwards Garment. She said there's no shortage of end-buyers in need of suits and business wear, naming hotels and casinos, financial institutions, service industries and security firms as a few lucrative options. And, lucky you, we've got a top-to-bottom selection of fashion-forward items that, like Mr. Clooney, look good both on and off the job.
The Jacket
Contrary to industry wisdom, jackets aren't exclusively within the province of employee uniforms. "Blazers are really one of the oldest recognition items in our industry," said Randy Isham, president of Northbrook, Illinois-based Branded Apparel. "Many companies for decades have attached an emblem or crest and awarded these for sales achievements." As a recognition piece, the jacket is without peer—nice as it is to look at, a recipient isn't going to wear that "Employee of the Month" plaque out in public for everyone to see.
"Generics or lesser brand names are fine for uniform use, but as a sales achievement award, you want to spend a few more dollars and present the recipient with a retail brand name that they recognize," Isham advised. In keeping with retail styles, keep the jacket trim, and leave the pinstripes and shoulder pads with The Sopranos. A slim, solid, dark-colored jacket, like the one pictured left, works as well over a pair of slacks as it does over denim.
Palm Beach Premier Wool Blazer by Branded Apparel
(847) 564-3450
The Shirt
The dress, or woven, shirt is the uniform for the cube-dwelling masses, but it's also the most functional, versatile and frequently used item in a man's wardrobe. "In some ways, wovens are just as versatile as T-shirts," noted Lee Strom, senior marketing manager for SanMar Corporation, Issaquah, Wash. "Pair a woven with jeans, and it's instantly dressed down and casual. But, put that same woven under a blazer with khakis, it's a little more dressed up. Or pair a woven with a suit—the look is even more formal. It's the same shirt, but many different looks."
Woven shirts have more options than most other men's apparel, and Strom identified the three main considerations: the collar, the cuffs and the fabric. Between straight point collars, button-down collars, spread collars, barrel cuffs, French cuffs, silk, linen and cotton, there are innumerable choices and combinations—your mission is to keep it simple. According to Strom, the most standard and universally flattering options are point collars, barrel cuffs and cotton or cotton blends. Stay away from the spread-collar silk shirts—as Clooney said to Brad Pitt in Ocean's Eleven, "Ted Nugent called, he wants his shirt back."
Red House Herringbone Non-Iron Button-Down Shirt by SanMar
(800) 426-6399
The Tie
With shirts and jackets, embellishment options are limited, but as Patrick Walsh, president for KTP Design, New York, pointed out, "the entire tie can be used as a canvas." It's expected ties will have a splash of color, making them the most tactfully brandable piece of apparel.
"We can get very creative with designs, from a classic step-and-repeat pattern to a gorgeous all-over design," he continued. Moreso than other items, ties tend to expressly promote a brand to the outside world as opposed to generating loyalty in the wearer. However, Walsh also noted that "many organizations give out custom ties as a classy business gift for the holidays." In either case, try to up-sell the client on a matching pocket square, preferably in a different material, to tie it all together.
Wet-dyed Ties by KTP Design Company
(888) 245-1979
The Pants
Selling pants may seem like a daunting challenge at first, but think of it this way: you wouldn't sell a car without tires. In the same way, trousers should be sold as part of a package. "They may be a challenge at first, but the benefit of selling a complete outfit means that the fill-in product will be greater," Lloyd explained. "Many companies who purchase suits for their staff will purchase one suit coat, two pairs of dress pants, three dress shirts and two or three neckties."
Like jackets, fit is extremely important with pants—small, medium and large don't cut it. Lloyd recommended bringing a "fit line" of suits in order to get accurate measurements for staff. "Once [you] have these measurements on file for [your] customer, then repeat purchases become simple." As a result, the most important things to consider stylistically with pants are how well they match the rest of the outfit, as pictured here with the matching pant/vest and full suit combinations.
Men's Poly/Wool High Point Vest and Flat Front Pant (left), Men's Poly/Wool Suit Coat and Pleated Pant (center) by Edwards Garment
(800) 253-9885
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.