PPB November 2015

HEN CONTESTANTS ON NBC’s popular reality

show “The Voice” choose No Doubt lead vocalist

and fashion icon Gwen Stefani as their coach, she

hugs them and hands them a promotional “Team Gwen” t-

shirt. Psychologically, the strategy is smart. With each shirt she

hands out, she immediately connects each new person to the

team brand. One new Team Gwen team member gushed as he

walked off the stage, “And I got a t-shirt!”

There’s something about promotional t-shirts that can cre-

ate an incredible emotional connection between the wearer and

the brand. “[Branded t-shirts] can reflect who we are—whether

that’s where we’ve been, what groups we’re a part of, or a cause

we believe in. They are both conversation starters and bill-

boards,” says John Spivey, market-

ing manager with Hanes Branded

Printwear (UPIC: HBIINC).

With the right fit, message and

design, t-shirts have major mar-

keting power. “A t-shirt that’s

worn again and again makes your

brand part of the fabric of some-

one’s life,” says Spivey.

While the basic, unisex t-

shirts of yesteryear may have

their place in certain types of

promotions, today’s most

desired t-shirts are a little more

sophisticated. “Consumers are

trending toward more stylish,

form-fitting tees rather than

the inexpensive, boxy

options,” says Kevin Johnstone,

director of marketing and brand man-

agement at supplier FPS Apparel (UPIC:

FPSAp644).

“But [a more contemporary fit] cannot

mean a t-shirt is so stylized that it only fits the

very thin,” Spivey adds. “It should still fit real

people.”

While standard screenprint or embroidery will

always be a solid option, companies are looking for

ways to stand out from the crowd, and creative decorating tech-

niques are helping businesses shine. “Our clients want unique

customizations outside of common screenprints and embroi-

deries. Custom pockets, sublimation and allover screenprinting

are some creative options that seem to be growing in popularity

for us,” Johnstone says.

Whether through innovative fabric, custom decoration, flat-

tering fit or specific function, the basic t-shirt is anything but

basic these days.

JULIE RICHIE IS ASSOCIATE EDITOR FOR

PPB

12 •

PPB

• NOVEMBER 2015

INNOVATE

BRAND CONNECTION IS AS SIMPLE AS ONE, TWO … TEE

BY JULIE RICHIE

PITCH PERFECT

EYE ON APPAREL

PHOTO OF STEFANI BY EVERETT COLLECTION/SHUTTERSTOCK