Sleepwear is a scary word in the promotional products world. No one in the industry of making impressions wants to boast about a product that is worn solely in bed. What can a distributor do to make “pajamas” mean “profits”? Read through our list of seven ways to sell robes and spa wear and you’ll find out.
1. Pick the Right Material
If you’re stuck on what robe to choose, Vickie Mann, principal for Innovative Promotions & Events Inc., Havertown, Pa., suggested Turkish terry velour or 100 percent waffle weave cotton. “I find waffle weave is a bit more popular, but depends on the event,” she noted. Murray Siegel, CAS, marketing director of Baltimore-based Towel Specialties, agreed. “Our Waffle Weave Robe is a perennial best seller,” he said.
2. Be Neutral
Mann mentioned that neutral colors like white, natural and navy are the most popular for robes. Laura Lewis, promotional products sales and marketing director for Boca Terry Bathrobes, Deerfield Beach, Fla., added ecru, which is another neutral color. Siegel said it was even simpler than that. “Most of our robes come in white, because there is little demand for other colors,” he explained.
3. Sell to Travelers
It’s easy to dismiss comfort wear as pajamas and nighties, but the category also includes spa clothing like robes and slippers. Spas are obvious sells, but surprisingly they are not the most popular. “While spas and resorts do buy robes, we find that most of them are used at corporate travel events,” said Siegel. “That’s why you often see words like ‘President’s Club’ or the name of a desirable venue (e.g., Bermuda, St. Croix) embroidered beneath the logo,” he added.
4. Get Fancy
Mann listed country clubs and weddings as other good events for robes. If your clients are looking for a long-lasting, high-end gift, turn to robes. “I am a big fan of robes and think they are a great gift if budget allows it,” she said. Imprinting the robes gives an even higher perceived value. Mann advised adding embroidery on the left chest and sleeve cuff.
5. Take a Lesson
Siegel offered an example promotion Towel Specialties did for a college alumni association. “They ended up packaging two of our Waffle Weave Robes in a cloth-lined wicker gift basket and sold them to alumni as a ‘His and Hers’ set,” he said. “They have placed several reorders with us over the years.”
6. Market to Hospitals
Lewis shared an example promotion for a cancer center. “A cancer survivor donated money specifically for robes with a breast cancer logo to add comfort to the experience in a women’s center to be used for patients there and a gift to other donors,” she explained.
7. Say Thank You
Everyone needs promotional products, even you. “Personally, I have used embroidered robes as thank-you client gifts—navy for the man and white for the woman,” Mann stated. Etiquette may be a thing of the past, but repeat orders are as important as ever. Use Mann’s idea to ensure repeat business for yourself. It guarantees your clients will think of you every time they put on that cozy robe, and consequently when they want to amp up their marketing.
