Fall 2002 - Marketing Dimensions from Traymore Marketing

	Fall 2002

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The Shirt on Your Back

by Bruce J. Felber, MAS, Creative Director, Traymore Marketing
Back in the 60s, someone had a great idea; take a plain white T-shirt and silkscreen a design on it. The idea of wearing underwear right out in the open was considered to be in bad taste.

Fast-forward 40 years. Who would have thought that everyone would be wearing clothes with company logos, slogans, products and event themes? Today, the imprinting of apparel reaches far beyond team sponsorship; it's about corporate America. Decorated apparel is a great way to keep your brand alive, create esprit de corps among your employees and even educate your customers about your products.

Over the last 40 years, product and garment choices have grown dramatically. Why is that? The reason is consumer taste and fashion. What we wear is a very personal statement. Color, weave, type of cut, fabric and comfort all enter into that final decision. Just 10 years ago there were few choices in fabrics and colors that were being offered for custom decorating. Today, the cadre can be overwhelming. Relax, that is where your professional marketing guru steps in. Knowing what is available and analyzing your situation is no different than any other facet of your marketing plan. Know your goals, find a medium, create the message and target the proper audience.

So, what is happening for 2003, you ask? Advances in fabrics and color and still more styles. The hottest innovation to hit the custom printed apparel market is enhanced wearing and comfort. Fabric blends have changed how fabric wears and feels. The new blends of cotton/poly allow you to stay cooler and dryer longer. Here's how it works. By blending 60% combed cotton with 40% poly, moisture is trapped away from the body. The Nylon fibers repel the moisture while the cotton absorbs and holds on to it. The blend allows for better durability during washing, minimal shrinkage and even better draping with fewer wrinkles. These new techniques have made these garments softer and more colorful than other fabrics. In fact, many professional athletes now wear a very thin version as "body armor" under their uniforms to keep themselves dryer and more comfortable.

Corporate apparel today includes sport and dress shirts, active-wear, pants, jackets, coats, hats and many varieties of sweaters, sweatshirts, gloves, scarves and, of course, the T-shirt. All garments can be embroidered or screen-printed. If you can wear it, then it can have an imprint on it. While fashion and the seasons will dictate what corporate America will wear, you can count on change and your marketing professional to be there to help you express your company's image and personality.

Our current catalog is available. Please send me an e-mail or drop me a line and I'll send a catalog right out to you. Additionally, I will give you the shirt off my back plus 20 years of experience to help your firm make the best impression.

Contact Bruce Felber at (330) 963-3664 or BruceFelber@traymore.com.

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