Industry Trends 2009

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