About Style have recently released a report about what is essential for a top brand’s clothing ranges to contain. The apparel environment is becoming ever more competitive, and nowhere is this more true than in the promotional wear sector. With customers becoming ever more fashion conscious and discerning, and the proliferation of quality clothing at similar prices, brands are going to have to pay attention to several key areas outlined in the report if they wish to remain successful. These areas can be broken down into four distinct categories:

1) Adaptability:

With today’s promotional wear more in touch with the fluctuating fashion stakes than ever a highly flexible approach is needed if the increasingly discerning customer is to be convinced that this brand works for him.

2) Innovation:

Follows directly from adaptability, innovation is just as necessary in the promotional world as in its more mainstream partner. Rather than initiate true fashion innovation promotional wear typically will take its lead from the more established fashion houses as a gauge of what is ‘in’ for the upcoming season, ensuring that your promotional wear is at the cutting edge of fashion. Good examples of this are the introduction of features such as raglan sleeves or slim-fit t-shirts to ranges that have been traditionally viewed as separate from those of fashion.

3) Branding:

Each brand needs to carry a distinct message and philosophy or else it risks drowning in a sea of same-looking products, a risk that could be termed ‘bland branding’.

4) Consistency:

Perhaps the most important of the four areas a promotional clothing manufacturers needs to concentrate on. A brand must first and foremost establish itself as reliable and durable before embarking on innovating. The consumer must know that they are purchasing a reliable brand that will not fail them in an active environment.

Here at Clothes2Order we constantly monitor brands and their fulfilment of the above criteria, enabling us to provide you with a choice of the best available clothing brands such as Hanes, Fruit of the Loom, JHK, Gildan, Stedman and Regatta.

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