“It is interesting to ask the opposite question: How does having a crappy promo tee or tank diminish the brand association?” Scult added. “Is there brand awareness if it doesn’t get worn? Isn’t the point to have it worn, beloved, presented in such a way that the brand is fresh, relevant, current and beloved? A celebration of a brand with honor, worn as a badge of honor? That’s our approach.”
With so many different style trends, complex sizing demands and new cuts, selling beyond the standard tee can be intimidating for the uninitiated. Crow recommended sharing samples with your clients. “People love options. They don’t know what is available in this market—it’s up to you to show them,” she said. “When you have an arsenal of printed samples on display or in your case, you will spark your client’s imagination. That makes it all more fun and creative, ultimately increasing sales and brand awareness.”
Scult prefers a consultative approach. “We view every client project as a blank canvas, taking a consultancy approach to ensure it feels on-brand, from the colors, to the fits, to the graphics, whether we are manipulating existing graphics, or developing new custom ones,” he stated.
He offered one final tip. “To change the game, you must change the conversation—and the new conversation is: It’s only ‘branding’ if it’s ‘on brand,’” he concluded. “Focus on closet favorites, which elevates brands and cuts through the clutter.”