From Counting Sheep to the Golden Fleece
"In the spring we fulfilled a project for a birthing center," he said. "The director's goal was to put more focus on the mother. The baby traditionally receives all of the hugs, kisses and hospital gifts, while mom generally only receives feelings of self fulfillment and pain meds," said Kanak. "The goal was to have moms leave with a tangible positive experience as well. We packaged a beautiful Turkish robe with our slippers and a nicely fragranced lotion set into one of our lined wicker basket as a 'perfect gift for mom,'" he explained. Kanak stated that each mother who gave birth in the center received the robe gift bundle, and noted overall that the promotion was extremely successful. "They are so confident that the program will be a continued success that they have already ordered again for this fall season," he said.
CUTE PANTS: NOT JUST FOR LADIES ANYMORE
There may be a temptation with comfort and sleepwear to assume that they're "women only" items. This notion isn't entirely without merit, Crow explaining that the pinks, novelty prints and other bright colors are (obviously) favored more by the fairer sex, but these popular styles by no means define the genre of apparel as a whole.
Crow and Levine agreed that gender-neutral patterns like plaid are popular across both sexes, and are often sold to men in places like fraternities or college bookstores. "Wanting to be comfortable is not exclusive to men or women," said Levine, cutting to the central appeal of the apparel. "Everyone likes to be comfortable!"
Kanak explained that this gender equality extends to robes, for the most part. "I do believe that there is a classic stereotyping that goes on today, even in the promotional products world," he said. "Women are going to be the primary target in the robe category, however men are just as happy to receive a robe as a woman because, in most cases, they can immediately think of a woman they could give it to," he explained. He suggested that this kind of gift-shifting can still have a strong marketing impact, the re-gifter getting to please someone close to them while the end-recipient gets the enjoyment of the actual item. ￼