Idea Fits Like A Glove

By Joe Haley

Phil Stitch kindly asked me to guest blog for him on a decorated apparel dilemma, since he's taking a little much-needed R&R. So, a distributor called me last month looking for some advice. Ah, just what I live for. So, Desperate in Delaware (why not throw in a little Dear Abby flair?) said one of his biggest clients – a construction company – called and said he wanted something completely different for 2010. DD confessed that he had become somewhat lazy with the client because the orders were like annuities; every year it was either sweatshirts, denim shirts, heavy duty jackets or caps.

My newfound distributor friend said he never had to think, as he knew what types of apparel his client would want. However, this year he said that the workers – more than 500 – didn't need any more of the gear but he didn't want to lose the money in next year's budget. That being said, the client challenged the distributor to "come up with something good."

This is where I come in. Since the construction workers are spread out throughout the Northeast section of the country, I suggested that he present a pair of heavy duty gloves for use outside during the winter and as a means to protect the hands during the summer as well. I told him there were a whole slew of suppliers that offer high quality, leather palm gloves that have a nice area for a company logo. In addition, I said he should suggest ordering two or three pairs per employee and have a few hundred extra on hand. Those extra gloves could be a calling card of sort for the company.

Four days after talking to Desperate in Delaware, he called me back and said the client loved the idea and that he was going to pitch several different models in a week's time. Looks like the ol' Apparel Guy "constructed" a plan that was a hit. Ain't I something?

Joe Haley is managing editor of Stitches. Contact: jhaley@asicentral.com.