October '15

For the Business of Apparel Decorating

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Page 68 of 118

64 || P R I N T W E A R O C T O B E R 2 0 1 5 WHY WEARABLES? Wearables—especially sublimated wear- ables—represent a kind of perfect storm in the promotional products market. First, they generate major impressions, which is the main measurement of effec- tiveness for this type of product. More or less, impressions represent the number of times a product is seen by different peo- ple throughout its life. Hats deliver the second highest number of impressions of any promotional prod- uct, and bags take the top spot. Accord- ing to the aforementioned ASI study, a single promotional hat is seen an average of 3,136 times within its lifespan. If a business were to make a small investment in 25 hats to be given away at a specific event, they could potentially expose their brand to more than 78,000 people over a much longer period of time than a single ad would. What's more, these goods connect with people. Wearables serve a utili- tarian purpose. We all need clothes, right? Soft microfleece, sublimatable socks, and gaiters keep us warm all year round. Poly performance wear, spun polyester shirts, hats, and compression sleeves are great for work or recreation. Whatever the use, these types of apparel become even more PROMOTIONAL SUBLIMATION PROMOTIONS BY THE NUMBERS Three of the top five types of promotional products that generate the most impressions among US consumers are wearables. • BAGS: 5,772 • HATS: 3,136 • WRITING INSTRUMENTS: 2,805 • OUTERWEAR: 2,650 • SHIRTS: 2,450 Source: Advertising Specialty Institute's 2014 Global Advertising Specialties Impressions Study Text continued on page 111

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