For an entrepreneur or a business, product customization often marks the most significant achievement in an operational effort to outmatch the competition, expand market share, woo customers and make money in the long term.
Customization plays an important role in a company’s product/service portfolio, but the process also is integral to the organization’s communication campaign. If you own a business, you should consider customized clothing as an essential yet affordable way to promote your brand, social initiatives, products, services and overall commercial efforts.
Customization refers to the techniques, efforts and procedures a business or entrepreneur takes to personalize a piece of clothing. The process also involves the state-of-the-art machinery and know-how necessary to produce top-quality garments that reflect the client’s initial aspiration.
T-shirt customization, for example, entails creating a design, sending it to a manufacturer, ensuring that the manufacturer can stamp it properly on the T-shirt, performing quality assurance by comparing initial order vs. final output, and replicating the chosen design/pattern over several hundreds or thousands pieces—depending on the order.
Pieces of clothing you can customize are as diverse as the colors in the rainbow, says Elaine W., a fashion expert who suggests that you talk with the clothing manufacturing company extensively before placing orders. Personalized garments run the gamut from jeans and hats to drawstring bags, tote bags, school uniforms and tank tops.
Other customizable clothing pieces include T-shirts, children clothes, hoodies, sweatshirts, maternity dresses and Polo shirts. Discuss further options with your manufacturing partner to explore the array of garments you can tailor to your needs and/or preferences.
Customized clothing, by itself, doesn’t differentiate your brand, but it certainly marks the beginning of a true marketing effort. With garments, you have a wide assortment of wearable material on which you can convey the most important message about your brand, initiative, products and services. The choice is even broader when it comes to content because you can print on the garment everything from slogan and logo to symbol, pattern and other artwork.
Remember, though, that you cannot use artwork, content or other imagery that is copyrighted or falls within the intellectual property rights of another individual or company. Generally speaking, the customized clothing company you are dealing with, will walk you through the legal and operational subtleties of personalized garments and tell you how to prevent costly litigation that often stems from copyright infringement claims.
Customized clothing plays a key role in your company’s marketing mix, says fashion experts at TeeTick, a Vietnam-based manufacturer and exporter of bespoke clothing. Marketing mix refers to all the ground rules specifying what your company will do in terms of product or service, pricing, promotion and distribution. Customized clothing certainly can boost your brand appeal in the marketplace, but you should make sure all other aspects of your marketing mix are in sync.
For example, say your target audience primarily revolves around local sports fans. You should tailor your garments to reflect the missions and aspirations of the most prominent local sports team. When it comes to pricing, choose a rate that is as affordable as possible—it doesn’t have to be necessarily cheap—so that you gradually can expand your market without sacrificing things like profit and return on investment.
For distribution, you can select channels as diverse as stadiums, sports bars, local retailers and ecommerce platforms. You can use promotion means as varied as social media and traditional platforms like TV, radio and print newspapers. But my preference still goes to social networks, such as Facebook and Twitter, because they’re free and can help spark a “viral” and successful marketing campaign if it well thought-out and implemented.