p48 bpma:Layout 1 14/04/2009 12:21 Page 48
BPMA
Promotional merchandise
qualification is
an industry first
By Adrian Ferrand, bpma Director of Education and General
Manager of design-led manufacturing consultancy BrandInc.
W
ith promoters' requirements for run the promotional merchandise industry in the
womenswear and teamwear changing
significantly in the current market, the
bpma academy is actively helping students to
understand all of the key shifts in design,
“
The starting point,
next decade will be able to combine what the
bpma academy has taught them about design,
of course, is to emphasise
branding, production planning and compliance,
with green and ethical production that may help
manufacturing processes, branding, ethical
requirements and legislation. to students the
save the planet.
The bpma academy certificate is the first
promotional merchandise qualification of its kind. importance of matching
For more information visit www.bpma.co.uk or call
0207 689 5553
It is designed to help address the promotional
merchandise industry's need for staff to have a the brief they have been
more rounded knowledge and understanding of all
aspects of the promotional merchandising industry. given to the most cost
The starting point, of course, is to emphasise to
students the importance of matching the brief they effective and most
bpma nationwide
have been given to the most cost effective and
most visually acceptable branding. visually acceptable
student design
Historically, promotional clothing has tended to be
a couple of years behind fashion. But promoters branding
now understand that increasingly fashion-
conscious consumers expect promotional
womenswear to be in ‘vogue’.
”
competition
The bpma together with 3M has launched a
nationwide hunt for the next most innovative
promotional item. The competition includes prize
Promotional clothing is, of course, meant to serve and sustainability of the material. Quality is also money of £2500 and is open to all students
as a showcase for a brand. So the item has to be important, with mixed fabrics preferable to all- studying design and runs to the end of May.
right, look good, and give the core values of the natural or all-synthetic materials because of their
brand. durability, washability and the way they keep their
Promoters now require a stylish cut, a soft and shape.
smooth feel, a particular thickness of cotton or The bpma course also covers print processes for
knit, and a fashionable look. There is also a shift to clothing and other promotional items. We take
fitted tops with shaped necks of different size and students through the various ways in which
style, along with contrast stitching and stylish artwork can be used in different formats – such as
detail. And promoters now expect all of the above the four-colour process, spot colours and blends –
without having to pay much more than they would and how and where each process can be used on
for a standard T-shirt! different garments.
These days, branding often needs to be more As ‘clothing with a conscience’ gains in popularity
discreet than in the past, so it requires more in the high street, promoters are becoming
thought and greater invention. There are now increasingly aware that they too must ensure that
many more ways to brand clothing instead of suppliers of promotional attire meet strict, ethical Gordon Glenister, Director General commented
traditional embroidery or simply placing a screen- standards. on the launch: "The UK is known for harbouring
printed logo on the front of the garment. This is resulting in a shift towards ethical, organic some of the best designers in the world and so
As a result, producing promotional clothing is and carbon neutral clothing for marketing why not involve them in the promotional
becoming much more design-led – and we campaigns. The advent of carbon zero-certified marketing industry." Having visited
encourage students to keep abreast of new promotional clothing, for example, now offers Loughborough University I was hugely impressed
techniques, materials and branding methods. brands a highly visible way of making a strategic by what some of the students have created for
For example, promotional womenswear has seen statement about their ‘green’ credentials. other sectors, so I am looking forward to some
the introduction of Lycra for shape and the use of With today’s students becoming increasingly eco- interesting entries.
combined materials, such as bamboo, for softness aware, it means the talented individuals who will www.bpma-student-design-award.co.uk
| 48 | May 2009 www.printwearandpromotion.co.uk
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