Summer School

Before you even ask, no, “X” will not be making a cameo on the following list. Why? Frankly, we don’t want to insult your intelligence by insisting that a xylophone is a summer-wardrobe necessity. Not to turn off all the xylophone enthusiasts out there, but it’s kind of hard to throw in a beach bag.
That omission aside, read on for an alphabetized list of styles, tips and information to help you create the perfect summer promotion.

Accessories. Totes and sun hats “work great for summer promotions,” said Crystal Raymond, marketing coordinator for Los Angeles-based Bella. However, as opposed to bundling accessories, it might be wise simply to encourage customers to spend more on a higher-quality item. Though John Amsterdam, president of Neet Feet in Oceanside, Calif., expected customers to pair, say, a beach bag or mat with flip-flops, he found they typically only went for one or the other. “Everybody seems to think it’s still a good idea, it just didn’t work out in reality,” he added.
Breathability. “Summer brings warmer weather, so naturally the season’s apparel becomes lighter in weight, more airy and open,” said Lee Strom, senior marketing manager at SanMar Corporation in Preston, Wash.

Cotton. Nothing is more classic and airy than the fabric of our lives. However, “In addition to its lightweight breathability, one of the things that makes cotton an ideal fabric is its versatility,” Strom added. At SanMar Corporation, cotton is being used for summer polos and bags, as well as new apparel styles.

Durability. Since kids are out of school and people are on the beach, products are getting used and abused in ways that are unlikely in any other season, Amsterdam said. He has implemented a pretty rigorous testing procedure—sandals are left to bake in the sun for weeks, worn every day for months at a time, and once, he even submerged a pair in a bucket of water for a week to check the leather’s quality. “I kid you not, I could not tell the difference,” he reported.