industry trends 2009
TRANSCRIPT
Top Users of Promotional Products
• 5. Construction: building trades, building supplies
• 6. Trade/professional associations, civic clubs
• 7. Real estate: agents, title companies
• 8. Government
• 1. Education: schools, seminars
• 2. Financial: banks, credit unions, stock brokers
• 3. Non profit: charities, churches
• 4. Health care: hospitals, nursing homes, clinics, pharmacies
Source: Counselor, January 2009
Most purchased product…
APPAREL
• 14% of all distributors said more than 3/4 of their total revenues came from sales of apparel.
• 35% of distributors said that more than half of their total revenues came from apparel.
Source: Counselor, January 2009
Top Apparel Items
• 1. T-shirts
• 2. Polo shirts
• 3. Caps/headwear
• 4. Totes/bags
Source: Counselor, January 2009
Top purchasers of apparel:
• Schools/education/univ-ersities
• Associations/Clubs/civic groups
• Health/medical/hospitals
• Manufacturing
• Non-profit
Top three purposes for promotional
apparel sold:• Company uniforms
• Employee/consumer incentives
• Spiritwear/athletics (cheerleaders, clubs, etc)
Source: Counselor, January 2009
Top Purposes for Promotional Apparel Sold
67%57%
42%32% 28% 26%
20%11%
3%0%
10%20%30%40%50%60%70%80%
Company Uniforms
/ Employee Consumer Incentives
/Spiritwear athletics
Tradeshows Company Stores
Fundraising SouvenirsOther
Licensing
Purposes
Percentage
Source: Counselor, January 2009
Latest Fashion Trends
• Au Naturelle– Trends are returning to
classic looks in traditional colors
– Natural elements such as feathers and stones
• Deep V-Necks– Mainly in men’s fashion– Can work for school
programs or business casual days
Source: Counselor, January 2009
More trends…• Sustainable Apparel
– Organic fabrics, recycled and reused materials
– Socially and environmentally responsible manufacturing and shipping processes
– Example: Reusable totes• Gypsy inspired jewelry
– Necklaces, earrings, and stacks of bracelets made of mixed materials
– Bold colors, chunky – Makes great add-ons to
any order
Source: Counselor, January 2009
• Moisture management apparel– High performance, technical materials, lighter, brightly
colored and multi-colored shirts– Top quality moisture-management shirts prices are
broadening to meet all prices
Source: Counselor, January 2009
• Bohemian-type– Pashminas, scarves in fabrics such as cashmere and jersey knit – More colorful patterns and fringe add to the “boho” look
• Faux leather– Day-bags made of faux leather– Good during economic downtime– Satisfies those who are conscious of animal rights
Source: Counselor, January 2009
• Blinged-out embellishment– More shine and sparkle– Rhinestones, sequins, crystals
– Chains and metal decoration
• Plaid– Country-inspired checks,
plaids– No bright plaids – colors are
more neutral, classy and subdued
– Plaid can be seen in inner linings of items as well
Source: Counselor, January 2009
www.people.com
Swimwear
• Gets clients excited for summer promotions, vacations, and corporate incentive trips
• Custom decoration and embroidery
• Great accessory to match: Flip Flops
Source: Stitches, January 2009
Strategies to try…
• Choose the right color• Hot colors for 2009…• Dark purple -> violets -> lilacs
• Turquoise -> steel blues ->
light aqua
Source: Advantages, December 2008
• Choose the right decoration
• Different locations of logo - (off-center, on back)
• Use unique embroidery and print instead of the standard
Source: Advantages, December 2008
• Workout Wear• More fashionable sports apparel• Becoming part of a lifestyle• People are more active
• 42.7 million people were members of a health club in 2007, which is
more than double that in 1990
Source: Counselor, November 2008
• Accessorize • Shopping bags
– Can be used in grocery stores and all kinds of shops
– Recession-proof product since it will be constantly reused
Source: Advantages, December 2008
• American made– Quality is better– College students are taking social issues into
account
– More variety– Gives back to the country– Faster turnaround time
Source: Advantages, December 2008
Why Keep Up With the Trends?
• Most consumers no longer have the money to buy new clothes because of our down economy today
• Consumers are noticing that many of the promotional apparel nowadays are made from the latest fabrics and are in the latest styles and trends.
• Today’s promotional clothing looks very similar to what consumers can find by designers sold in malls or boutiques
• A variety of decorating techniques is used in branding apparel to appeal to audiences
• Therefore… the apparel is more likely to be worn• “Promotional items from quality labels are perceived to have durability, the look that the general
consumer is comfortable wearing.”– Donna Heckler, author, The Truth about Creating Brands People Love
Source: Counselor, January 2009
Trends vs. Fads
• Trends have longer shelf life and are what consumers are interested in, several months from now, and even years from now
• Fads = short-lived and don’t last
• Stay fresh and new with trends- clients are always looking for different products and ideas for promotional products
Reasons to Purchase Apparel• Survey says consumers are greatly
reducing their spending on clothing because of our economic times.
• Recipients keep wearables much longer than other items. Study says they use these items 5 times a month and kept them on average of 9 months.
• It has a higher perceived value than other promotional gifts since people use it often so it has high visibility.
• During the downtime, high-quality apparel can still be a big seller. T-shirts can always be sold at a low price.
Source: Counselor, January 2009
During the recession…
• 33% of companies said they’ll cut back marketing spending
• 33% will keep budgets constant with a possible change in the mix
• 27% intend to increase marketing spending in 2009
• Marketers will stick to marketing means with proven ROI
Source: www.corporatelogo.com
Growth in industries despite recession…
• Education and health services added 552,000 jobs
• Government added 552,000 jobs
• Leisure and hospitality sector added 186,000 jobs
Source: Counselor, November 2008
Be Proactive
• Public Relations campaigns– New releases to alert local media
• Newsletters– Keeps in touch with clients– Via paper or e-mail
• Blogs– Updates clients and generates buzz– Facebook, LinkedIn
• Meet in-person– Offer design and marketing services if needed– Help guide clients to find best products for their purposes
Evidence of effectiveness of promotional products
• Based on a survey conducted by ASI
• Average cost-per-impression of…
– Promotional product $.004– Print ad $.033– Prime time TV $.019
• Rate of Recall– 84% of those surveyed remember the advertiser of the promotional
product received
– 94% remembered the advertising logo and company
Source: Counselor, December 2008
• Usability and affordability– More than 70% surveyed felt that bags, pens,
T-shirts, desk accessories, glassware, caps and calendars are useful items.
– Bags are used more than 9 times a month• Receives more than 1,000 impressions per
month
Source: Counselor, December 2008
• Favorable impression
–42% of end buyers had a more favorable impression after receiving an item
– Nearly 1/4 of end users are more likely to do business with the advertiser on the items received
56%
28%
6% 10%
0%10%20%30%40%50%60%
Percentage
Home Office Car Person
Location
Where consumers keep items
Source: Counselor, December 2008
Pharmaceutical Market
• New ban prohibiting non-education gift items• This means no more branded pens, mugs,
notepads, etc.• Only educational models allowed such as
kits, models, etc. to help explain the medicine/treatment
• Ideas: distribute patient diaries to monitor treatment, or wall calendars with 12 months of case studies or guidelines, product information, etc.
Source: Advantages, November 2008