Images Magazine December 2016

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IMAGES DECEMBER 2016 19
BUSINESS DEVELOPMENT KB
Andrew Langridge is from eTrader,
one of the industry’s leading suppliers of
websites to garment decorators across
the UK.
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A new group set up by the BPMA has been
created to enhance the awareness of corporate
clothing among the gift house distributors and
end-users. A recent presentation by leaders of
Promotional Products Association International
(PPAI) at our BPMA Education Day in September
suggested that over 33% of the average US
distributor’s turnover comes from clothing,
whereas in the UK it’s more like 6%.
Distributors sell to some major UK corporates
so their opportunities are considerable.
Feedback from distributors suggests that garments are still, in some
areas, a complicated sell, and that they are overwhelmed with
choice, which restricts decision making.
We want to engage as many brands, in particular, to get involved in
this great initiative. With so much choice of products being presented
to distributors, brands need to find a way of getting their message
out to end-user buyers. The group plans to create a new website
that offers a guide to corporate clothing as well as the different
If you have any questions or topics you would like Gordon to
address, please email with
‘BPMA’ in the subject line.
Gordon Glenister
BPMA: New clothing focus group set to
educate end users and gift distributors
decoration techniques available. There are also plans to invest in
research and explore the ideas of branding workshops in 2017.
So far the group has been supported by a number of trade
decorators and brands, with industry names including Essential
Embroidery, Fruit of the Loom, Kustom Kit, Stormtech, United
Brands, Creative Apparel and Screenworks. More information
will be available soon on how to take part in this exciting new
industry development.”
Why your business should celebrate
the holidays
“It’s Christmas time, there’s no need to be afraid.” Playing Band
Aid’s Do They Know It’s Christmas loudly in the office while
getting in the festive spirit, this line always sticks out. Why, you
ask?
Traditionally, the season to be jolly is in fact the complete opposite
for garment decorators – instead, it’s a time of year when business is
typically at its quietest. The school and workwear orders have dried up
and production is slowly ticking over.
Customers I chat to often call it ‘the nature of the industry’, citing
seasonality and accepting it for what it is by planning their time off
and holidays for Christmas and New Year (which of course I don’t
begrudge, they work hard running their businesses).
But there is scope to make sure those machines are not sat still
throughout the holidays. To keep your business ticking over, you need
to get planning.
Mix it up
Have an open mind and try to mix up your marketing and test out
things you perhaps would not when business is ticking over. Embrace it
with an open mind and experiment – you pretty much have nothing to
lose! The ideas that you test out in the quiet period can help make your
business’s next year its most successful yet.
Toy around with those ideas that you parked on the shelf earlier in
the year when you had to prioritise that rush job: test out innovative
email and social media campaigns, as well as promotional offers, packs
and bundles. Testing these ideas in the quiet period gives you time to
check if they are sustainable and worth integrating in to your business’s
marketing and online strategy.
Get creative
Not every garment decorator is focused on large volume orders and
winning B2B customers. There are a number out there focused on
more niche bespoke textiles. The Christmas period also presents these
businesses with a chance to mix it up by focusing on testing new
campaigns that make the most of the opportunity to produce bespoke
products specifically for the festive period.
For inspiration, check out the likes of Etsy, Not On The High Street
and Pinterest – there are no limits to what you can personalise!
One last thought
If you have read this and thought the festive market and its associated
products are not quite for you, that’s fine. But do not accept
seasonality: make sure your business is prepared for whatever the next
year has ahead, whether it is buying a new machine, sourcing some
new products or updating your website. Make sure December and the
New Year are prosperous for both you and your business!