PPB December 2018

T-Sh i r t s W hen it comes to marketing techniques, t-shirts have proven their worth. For decades, the humble t-shirt has remained one of the most consistently popular ways to advertise a business, brand or campaign. Marketers understand the power of the tee and its ability to appeal to end users. Because t-shirts are increasingly recognized as an effective way to market a business, the t-shirt business is booming. Now is the time for tees. Ultimate Fashion Statement For more than 40 years, apparel has been the promotional products industry’s leading product category— and tees are a big part of that. According to PPAI’s 2017 Sales Volume Study, wearables represented 35.8 percent of last year’s $23.3 billion in total distributor sales. (28.8 percent was spent on apparel; seven percent on accessories.) While t-shirts remain a closet staple in the industry, what has changed is the prominence of t-shirts in other markets. In the world of retail, the popularity of athleisure and streetwear has stiffened the “tee-time” competition, with designer fashion labels competing with iconic brands. Today, t-shirts are Tee Time What’s Trending For This Timeless Wardrobe Essential 14 | DECEMBER 2018 | INNOVATE by Brittany Glenn