Branded apparel; Making a strategic fashion statement

September 21, 2012 at 7:00 AM

Think about the old saying “clothes make the man.” (We know clothes make the woman, too.) Now consider this slight variation: clothes make the brand … more visible, more popular, and more successful.

We know this is true. How many times have you seen someone wearing a stylish shirt, sweater, jacket, hat, or some other item of clothing tastefully enhanced with a brand name or logo on it? Pretty often, we’d bet. We’d also bet that the more attractive and fashionable the item of clothing, the better the impression you had of the brand, or company, being displayed.

And that especially applies when the item of clothing is being worn on the job by an employee of that company. Doesn’t the neat look branded apparel can provide give you the idea that the employee’s company is organized, concerned about its image, willing to invest in that image, and probably doing all it can to live up to customer expectations?

Branded apparel provides a great opportunity to promote a company because every item of branded clothing is an advertisement. And when employees wear apparel displaying their company’s name and logo, they’re conveying strong messages about the brand. Here’s why:

Branded clothing makes a great impression

An employee’s neat, professional look sends customers a positive message. It shows employees take pride in their work, in their company, and in the brands they sell and represent. 

Branded apparel reinforces a brand’s image

Matching the clothing to the brand enhances a brand’s image. The clothing can make a statement about the brand. Upscale brands are supported by upscale clothing. Brands associated with the outdoors or recreation choose sporty clothing. Brands associated with tough work call for rugged clothing. You get the idea, and the possibilities are endless. 

Branded clothing ties in to the specific job

Branded apparel can be functionally coordinated to an employee’s job—outdoor apparel for field workers, durable wear for service people, and professional items for office staff, sales people, and management. As employees are doing their jobs and wearing branded clothing, they are literally showing off the brand’s capabilities.

Branded apparel goes where your employees go

If the branded apparel a company selects looks sharp, employees will be proud to wear it wherever they go. That translates into exposure for the brand at the local mall, at sporting events, restaurants, on the golf course, even at resorts or on airplanes—literally anywhere people go. 

Branded clothing displays confidence in your employees

Branded apparel also shows that a company is willing to invest in its employees—that the company cares about an employee’s appearance, and by extension, how that employee serves customers. And that usually means higher morale and better performance from employees and a more positive response from customers.

If you want to make the best use of your promotional dollars, here’s the top—and most obvious—reason for making branded apparel a key part of your marketing plan: as we noted earlier, every item of branded clothing is an advertisement, and branded apparel is a strategic, effective, and efficient way to promote a brand.

An investment in branded apparel goes farther, costs less, lasts longer, and offers more visibility. You just cannot beat that efficiency—not with television, print, or radio. Just look around wherever people congregate and check out the branded apparel around you. If people are wearing your brand on a smart item of clothing, displaying it to the world, isn’t that the best advertisement of all?

Want to make your brand even more visible? Consider a marketing campaign with branded merchandise of all kinds. Check out how we can help you use Branded Merchandise to strengthen and reinforce your brand image.