Corporate Apparel

Guide to Corporate Apparel

Reward customers and build brand awareness with wearable promos
By Paula Andruss

	Corporate Apparel Styling Screen-printed or embroidered clothing is effective and relatively cheap advertising Choose promotional clothing that’s consistent with your corporate identity Ask vendors for free samples of logo apparel before you buy

Promotional products bearing your company's name, logo or message are a great way to increase brand awareness and name recognition on a small-business budget. Putting your company name or logo on custom apparel may be one of your best marketing moves. When customers sport your promotional T-shirts, caps or other logo apparel, it turns them into walking billboards for your business. And considering that existing customers probably keep company with others who might like your products and services, corporate apparel can be reaching the very demographic you're targeting. When choosing promotional clothing , make sure that:

1. The style and quality of the item accurately reflects your company image.
2. It's appropriate for your clients or target audience.
3. It's durable enough to keep your message out there in style.

Action Steps on Buying Corporate Apparel and Promotional Clothing

The best contacts and resources to help you get it done

Basic T-shirts and caps as logo apparel There's no doubt that T-shirts and caps are two of the most popular promotional items available. If you're new to the corporate apparel game or want something that won't break the bank, T-shirts or caps may be a good starting point.

I recommend:  LogoSportswear.com offers one of the widest selections of all promotional clothing, including T-shirts and caps and other screen-printed and embroidered clothing. Gimmees.com also offers a good selection of basic T-shirt and cap styles. Find specialists in T-shirts and caps on Business.com.

Choose brand names for custom apparel Align yourself with well-known clothing manufacturers to add caché to your promotional apparel. It may up the price, but the item will make a real statement.

I recommend:  Major supplier Sweet Promotional Products sells custom screen-printed and embroidered clothing from Adidas, Champion, Columbia Sportswear, American Apparel, Fruit of the Loom and a host of name brands. Top brands at ePromos.com include Nike, Hanes and Devon & Jones. Find brand-name promotional outerwear and polo shirts at Business.com.

Go upscale with promotional clothing If your business caters to a high-income clientele, consider splurging on memorable items that reflect the quality of your services and products.

I recommend:  Compleat.com offers a range of high-quality corporate apparel, such as jackets, robes and sportswear.

Footwear can be corporate apparel, too Flips-flops or slippers may not be the first thing that comes to mind when you think of promotional clothing, but a pair of cozy shoes could be just the thing to give your company name a step up.

I recommend:  PromoGeek.com provides a number of up-to-date styles of slip-ons and slippers as custom apparel.

Don't forget the little ones Putting your company logo on clothing worn by kids and babies can boost your visibility with the young crowd and with their parents.

I recommend:  AdcoMarketing.com and ePromos.com offer dozens of of screen-printed or embroidered clothing for youngsters. For T-shirts, onesies and other gear for infants and toddlers, try Sweet Promotional Products.

Choose a reputable supplier of promotional clothing There are more than 20,000 promotional products distributors in the United States, some more reliable than others. Look for a promotional product supplier certified as a master advertising specialist (MAS) or certified advertising specialist (CAS) to ensure you're dealing with a reliable organization.

I recommend:  Search the Promotional Products Association International database for a corporate apparel supplier with a MAS or CAS certification.

Ask for samples of corporate apparel Placing a major order based on what you see on a Web site could lead to unwanted surprises. Ask suppliers to send you free samples of corporate apparel so you can get a better idea of the quality and colors of the merchandise.

I recommend:  Most major suppliers, such as Branders.com, offer free samples.

Get your promotional clothing fast When you need promotional clothing fast, look for a supplier that offers quick turnarounds.

I recommend:  4Imprint.com offers 24-hour service on a selection of corporate apparel, including your one-color imprint (but not embroidered clothing).

Submit artwork for best treatment of your logo apparel Finding a great deal on T-shirts or caps is only part of the solution for effective promotional clothing. Your screen-printed or embroidered artwork or logo must stand out in order to effectively brand your company. Most suppliers provide detailed information on artwork submission, and some offer design services to help you create your artwork.

I recommend:  Review the artwork submission requirements for suppliers, such as APromotionalOutlet.com. LogoSportswear.com has a huge library of clip art you can use in your designs. Stitch America The Embroidery Superstore offers a library of more than 40,000 stock designs customers can use for screen-printed or embroidered clothing.

Tips & Tactics on Choosing Logo Apparel

Helpful advice for making the most of this Guide

• With millions of items out there, it can be tough to set your corporate apparel apart. But skillful use of color, patterns and your own unique logo can go a long way to create the right design for you.
• Research apparel trends and keep tabs on what items are popular.
• Make it relate to your brand. Wacky flip-flops are fun and will get you noticed, but if your business deals with serious issues, such as investments or health care, consider something that's a better fit for your profession.
• Avoid price hikes and delays by purchasing items before or after the end of the year, when suppliers are swamped with holiday orders. Remember, custom embroidered clothing takes more time.