Take It from the Top
Selling apparel is completely different than selling hard goods. Yes, the general "sell solutions, not products" advice still applies, but there's so much more to consider when purveying apparel. What sizes do you need? What decoration works on polyester versus organic cotton? Should you do unisex or companion pieces? What is "burnout" and why is it so popular? To answer some of your questions about selling wearables, Promo Marketing reached out to some of the industry's leading apparel suppliers. Here's what they had to say.
ON SELLING OUTERWEAR
"When looking for promotional outerwear, distributors should pick a wearable that yields great and lasting imprinting results—a product that your end-user will not throw in their closet after wearing just one time. This may mean re-evaluating the line between what's the most cost-effective and what will bring your customer a greater return. Using trending styles and a higher quality product from a brand your end-user identifies with will deliver a garment that consumers will want to wear, in turn increasing exposure for your customer's promotional campaign."
- Christian Cochran, wholesale representative, American Apparel, Los Angeles
ON FABRIC CHOICE
"It is important to identify the right fabric for the right task.Technological advancements in fabrics offer features that will result in your customers' complete satisfaction."
- Eric Rubin, president, Blue Generation, Long Island City, N.Y.
ON CLIENT BUDGET CONCERNS
"Even when the customer says she or he is on a budget, always show all three 'good,' 'better' and 'best' polo samples. Most times you will sell the 'better' or 'best.' The feel and brand names can sway the game. Upsell your customer by reminding them that the staff they uniform should be identifiable from the front or back—recommend they decorate both sides."
- Mary Ellen Nichols, MAS, director of marketing communications, Bodek and Rhodes, Philadelphia