Soften the Sell
It may be between seasons; it may be chilly with the air conditioning blasting; or it may be so frigid outside that a heavy jacket just doesn't provide enough warmth. In all of these cases, fleece is key to staying warm. End-users can wear fleece year-round to stay comfortable inside or outside, at work or while working out.
Promo Marketing spoke to Alia Shah, merchandiser for Ash City USA, Lenexa, Kan., and Terry Chen, general manager for Landway International, San Francisco, about what you should know about this popular apparel fabric.
Fleece provides versatility to end-users. "It can be worn during multiple seasons as a mid-layer or an outer layer," Shah said. "It provides warmth without too much bulk."
Chen agreed, adding that fleece is not only a casual piece, but can also be paired with professional attire. He noted that fleece is tied with polo shirts in terms of popularity in the promotional market—as fleece garments are found in most closets. "Of course this means maximizing advertising impressions and high ROI," he pointed out, referring to its frequent use. "Value makes fleece very popular because of its relative low cost for the outerwear category. Landway's wholesale price on fleece ranges from $9 to $13, which is similar to many polo shirts in the market, but [fleece] has a higher perceived value."
WHO WANTS FLEECE?
Versatility plays a role again when it comes to types of end-users. Fleece could make a good fit for almost anyone, Chen said, indicating events, staff uniforms and client giveaways are popular choices. "Every industry from tech, medical, sports, beverage to automotive from all across the country finds uses for fleece." he said. "Fleece—both cotton and synthetic—is as Americana as you can get with outerwear."
Shah added possibilities, like trade shows, team wear, car dealerships and retail, and elaborated on its usefulness for end-users, regardless of where they live. "Fleece can replace heavy outerwear if the end-user is in a mild temperature environment, or if they have to move around a lot, it may be a more comfortable and practical option," she explained. "It can also act as a mid-layer to throw over a T-shirt if they need extra warmth."