Using promotional clothing is a sure-fire way to stand out from the crowd and get instant exposure. Whether it’s a corporate gift, a giveaway, or something to wear at events like exhibitions, trade shows, conferences or charity events, businesses can definitely lean towards this promotional product.
In fact, the British Promotional Merchandise Association (BPMA) commissioned research which highlighted eight different ways on how brands use branded clothing to spread a word about their company.
This particular research was conducted in 2016 with the aim of showing businesses how well-branded merchandise can help boost brand recognition and generate more sales. It also covered the highest purchased garment types including T-shirts, polo shirts, jackets, knitwear, and more.
Here’s the breakdown on how custom and imprinted apparel is used as a marketing tool:
Exhibitions. BPMA’s survey showed that the highest percentage was attributed in exhibitions. With an average of 46%, it evidenced that several companies invest on promotional clothing to achieve maximum exposure in the event floor.
Brand Awareness. Following the survey list is brand awareness. This category is only four percent behind exhibitions—42%. Regardless of the business industry, branded apparel can make a huge impact in getting into the public’s line of vision.
Staff Uniforms. Next in line is staff uniforms with total usage of 35%. It was found that brands use imprinted clothing as employee uniforms. Also, BPMA reported that 63% of respondents said that they use this promotional merchandise to make their staffs easily distinguishable.
Promotions. 27% of the survey respondents are reported to use customised apparel for promotions purposes. Its huge printing space, as well as style and colour availability make them an ultimate promotional item that can offer any business a more fashionable appeal.
Giveaways. Who says imprinted clothing is a least common freebie item? Wearables like this can market your name in a wide customer base. BPMA reported that 26% of businesses use this promotional product for giveaways.
Staff fun days. Promotional clothing is also used for staff fun days. 18% of research respondents said that they make this custom product a part of their company’s outdoor and leisure activities. Doing this help enthuse staffs and bring out teamwork and camaraderie.
Conferences. Branded apparel is a least popular item in conferences. But still, 17% of the survey participants said that they use branded clothing for symposiums and formal talks.
Charity Events. Last on the list is charity events. This category got the lowest percentage of 14%, showing that only a few companies invest on imprinted clothing when they do charitable programs and events.
When asked what types of branded garments they have purchased in the last 12 months, the respondents have varied responses:
- 76% of respondents purchased t-shirts
- 52% of respondents purchased polo shirts
- 32% of respondents purchased sweatshirts or hoodies
- 24% of respondents purchased fleeces
- 16% of respondents purchased jackets
- 11% of respondents purchased shirts and blouses
- 2% of respondents purchased knitwear
T-shirts and Polo shirts are the most popular choice of promotional clothing because of their function and style. They also offer comfort and durability, making recipients or wearers at ease while performing personal tasks and other activities.
Additionally, the 2016 BPMA research said that quality over price and style was considered to be most important when it comes to choosing a branded garment. However, there are still some considerations to be noted when purchasing custom and imprinted apparel.
It’s also important to identify first the recipient— staff, customers, and prospects. By understanding your target market, it’s easier to choose the appropriate clothing. Knowing the type of event also helps the decision-making seamless. With great knowledge about the event specifics, choosing the perfect branded apparel becomes an easy task.
Last, the survey respondents were also asked about their annual spending on imprinted clothing products. 46% of the research participants said that they have spent under £1,000 a year, while 43% said they have purchased promotional clothing from £1,000 and £5,000 per annum. Only 6% said they have spent between £5,000 and £15,000 a year, and 5% of them have spent over £15,000 a year.
Wear off the Competition with Branded Apparel!
This recent BPMA study proved that customised clothing and garments are a favourite pick in the promotional industry. Their many uses ensure businesses to have a strong brand image and increase their chances for a continuous brand presence.
Logo X has a fine selection of superior quality imprinted and branded apparel. Our clothing products are made from luxurious fabric with an elegant contemporary design and are manufactured using the newest technologies.
Let’s help provide you with first class promotional clothing for your staffs, clients and customers. Contact a Logo X representative at 0207 101 0722 or 0161 875 2500 today and we’ll be glad to assist you in all your specific branding needs.