PPB June 2017

profit and 2.3 million employees;

or Apple, with half the sales ($233

billion), four times the profit ($53

billion) and 1/20th the workforce

(110,000 employees)?

Why Quality Should

Always Be Top Of Mind

While many companies have

a business model that competes

on price, as it has often been said,

price is a “race to the bottom.” I

propose that the better strategy is

to follow the example of Porsche

and Apple and strive to offer the

highest quality and, consequently,

earn the highest profits.

When purchasing decorated

apparel, quality is based on the

garment and the decoration.The

difference between an entry-

level and a higher-end garment

in basics like t-shirts and fleece

is often less than $2 apiece.The

t-shirt weight, which can range

from3.2 ounces to 6.1 ounces, and

the fabric content (100-percent

cotton, 50/50 or a tri-blend), are

personal preferences.

However, there is a significant

difference in the softness and

comfort of a shirt that is crafted

of 30 singles and ringspun

cotton vs. a coarser yarn that is

only carded (see side story on

page 22).

If you are not showing your

customers the difference using

samples they can touch and feel

to compare the cheapest and

the slightly more expensive,

you are not only doing a

disservice to them, but you are

cheating yourself out of a higher

profit margin.

What many distributors may

also not realize is the shirt quality

also can dramatically impact how

the print looks. A higher-quality

shirt provides a better decorating

canvas, resulting in a sharper,

crisper print. It makes sense when

you think that a coarser, less-

refined surface is not going to be

as receptive as a smooth, flat one.

When inks are laid down on a

high-quality garment, the printer

can use a thinner layer of ink

making it more breathable, hold

finer detail in the design, achieve

more vibrant colors and come

closer to matching a specific color.

When printing on dark colors,

it is necessary to create a white

foundation first and then print

the design on top. This increases

the number of ink layers and,

consequently, increases the

heaviness of the hand. It is less

breathable and less comfortable

to wear.

However, for a slightly higher

cost, the printer can use a

discharge technique.This process

bleaches the dark color from

the shirt and replaces it with the

design.The result is that the design

feels like it is part of the garment.

It has amuch softer hand and a

much higher-perceived quality.

At high-end department stores

like Saks Fifth Avenue you will

find discharge printed shirts for

as much as $50. Being able to

offer Saks quality at a fraction

of the price allows you to stand

out from the competition. It also

means the customer is happier

and more excited about the

purchase. In turn, this builds

a more loyal, long-term client

relationship because quality is

the exception, not the rule.

When promotional product

distributors act as consultants,

they are in tune with their clients’

marketing goals and business

principles. They deliver solutions

that further the goals of the

businesses they are servicing

and are an irreplaceable cog in

that machine.

They take into account the

average age of the garment

wearer, their socio-economic

status, cultural trends and so on.

By knowing these and the goals

of the campaign, the distributor

can either design or suggest

changes to the graphic to align it

with the final goals.

Ideas To Increase

Perceived Value

Of The Product

For example, a promoter of

a 5K run needs shirts. Because

these are usually donated, the

organizer looks for the least

expensive option. The end result

is a lower-quality shirt that

comes apart after a few washings

and does not get worn. A more

successful strategy is to suggest a

significantly better shirt and limit

the number being given away.

Even if the organizer chooses

not to spend any more money

by offering a limited number

of shirts that are only available

by early signup, if the shirt is

high quality, it will be coveted

by the participants of that race

and others who see it. The

following year, the shirt will be

remembered, driving more early

signups. Additional shirts can be

sold onsite, further increasing

the funds raised.

Here’s an example illustrating

the value of using a higher-

If you are not

showing your

customers the

difference using

samples they

can touch and

feel to compare

the cheapest

and the slightly

more expensive,

you are not

only doing a

disservice to

them, but you are

cheating yourself

out of a higher

profit margin.

JUNE 2017

INNOVATE