The United States is in the midst of economy-spurred protests, what is projected to be the most negative U.S. presidential campaign in history and somewhat founded (but largely hyperbolic) claims of impending apocalypse. In unsettling or at least new-frontier times like these, it’s nice to look to classic, unchanged parts of society. For promotional wears, that means the T-shirt. Suppliers have not revamped the look of T-shirts or drastically changed their styles. Rather, they have built on the classic style and worked to improve the comfort and imprint-holding abilities of tees so they can remain the perennial favorite of promotional apparel, and possibly hold slogans and logos for the many more protests, elections and apocalyptic messages to come.
THE 100 PERCENT
This year, tees are not ushering in any grand changes or visual reworkings. Instead, suppliers and manufacturers are working to increase the value of T-shirts by making the fabric longer-lasting and more comfortable. Bill Pellegrini, eastern regional sales manager for Alstyle Apparel, Anaheim, Calif., mentioned a move toward softer T-shirts. “There has been a gradual movement over the past few years to finer gauge cloth using combed/ring-spun cotton. These shirts have a softer hand and drape well on the wearer,” he said. According to Cindy J. Sims, PR and promotions manager at Heritage Sportswear Inc., Hebron, Ohio, this focus on 100 percent combed and ring-spun cotton shirts was inspired by a Bella + Canvas campaign to move away from carded, open end shirts. “You will see Bella + Canvas promoting their tees with a new logo—NO C.O.E. (carded, open end)—so expect other mills to follow suit and do more promoting of their soft tees,” she said. Sims noted these non-C.O.E. shirts boast benefits like holding screen prints, heat transfers and embroidery better and for longer.
FINDING FASHION IN COTTON
If you want to add more modernity to your new, softer imprinted tees, try exaggerated lengths and necklines. “Several mills are adding a little length to their tees—a trend that continues into 2012. And you’ll see more drapey, flowy tees for a more retail look,” said Sims. The retail, fashion look can add value to the tees for your clients. “More companies are looking for perceived value to promote their brand,” said Pellegrini. “Fashion can be achieved through the use of better fabrics, silhouettes and the final decoration,” he added. To complete the fashion look, Sims suggested wide necks, deep V-necks in front and back, scoops, boat necks and slit V-necks.
DECORATION NATION
Since 100 percent cotton shirts hold prints and logos for longer, you can add some more patterns to your promotions. Sims offered a few examples of manufacturers who came out with new, all-over, imprintable patterns for T-shirts. One such pattern has been around for awhile, but has had a recent surge in popularity: tie-dye. Sims mentioned that Dyenomite introduced new plays on the multicolor effect. The Crystal Tee, which resembles a sponge-painted pattern, and the Cyclone Tee, which is a one-color spiral design are two examples. Another trendy pattern is camo, especially for women. “Code V stepped up in 2012 to provide ladies with an officially licensed Realtree Camo tee in pink,” Sims said. She suggested country music concerts as a good venue for these camo shirts. The final design Sims noted was sublimation. “Sublimation is a cost-effective way to provide amazing color and clarity in the imprint,” she said.
ADVICE AND AVOIDANCES
The standard “know your client” advice applies to T-shirt programs. “Number one is to know what your customer is trying to achieve with the promotion and pick a shirt accordingly,” said Pellegrini. Sims echoed this advice. “Learn as much as you can about your customers,” she said. In addition to knowing your client, know that a cheap T-shirt does not offer the long-lasting brand value your clients want. “Looking for the least expensive shirt is not the best way to get an account’s attention,” Pellegrini said.
Make the price and value right by knowing exactly when the promotion takes place. “If you’re trying to promote a product or event in January in a cold weather region, using a T-shirt may not be the right vehicle. In all likelihood, that shirt wouldn’t be worn until spring time,” Pellegrini warned. In order to find the most seasonal and affordable tee, Sims advised to stay on trend by offering 100 percent cotton tees and blends, while keeping eco-friendly shirts, larger sizes and youth styles as options. She also encouraged distributors not to be shy about unisex tees because they can be more budget-friendly.
