p70,71 Scribbler:Layout 1 25/01/2010 11:43 Page 70
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Our regular commentator sees opportunities for printwear at
every turn, from racing grannies to his and hers tracksuits…
Fat vs fit Electric sales
Since a fairly large part of printwear is associated with exercise in one shape My local friendly cycle shop owner
or form, this is going to be upsetting. It is virtually religious faith that exercise (actually he’s a curmudgeon who
contributes to weight loss. Unfortunately, there is a mass of research which couldn’t sell the end of a rope to a
shows that diet is critical to weight loss and exercise only a marginal drowning man) tells me that sales of
contributor at best. In children especially, obesity makes you inactive, not the electric bikes have risen in the
other way round. Exercise is still wonderful stuff: it reduces the incidence of recession. Apparently people are
diabetes, dementia, depression and cancer, which is a pretty fine record, but working out that commuting at 15mph
it’s been sold to us as part of a weight-loss, stay young and beautiful is quite fast enough when you can use
programme. Those trim and toned people at the gym would be like that cycle and bus lanes and the machine
anyway; so would the sweating fatties who’d rather be anywhere else. takes away the unpleasant business of
Unfortunately, in a world where slim equals beautiful, those health benefits sweating up hills. Which only leaves the
look like a poor second for selling leotards and jog pants. British weather to address. A visit to
bike shops is indicated.
On the Button
Belated congratulations to Jenson Button for winning the Formula 1 World Rude as you like
Championship in succession to fellow Brit Lewis Hamilton. With the two of I’ll bet every reader of P&P makes a big deal about excellence of customer
them teamed up for McLaren next year and Schumacher out of retirement, service. Perhaps you’re all wasting your time. Ryanair seem to revel in their
Formula 1 will be very high profile. That said, I don’t see loads of kids in reputation for lousy customer service and plenty of us still travel with them.
replica motor racing overalls, complete with all those sponsors' logos. Surely One marketing theory says that you need only offer two elements of good,
this is a missed opportunity. Just, please, don’t start producing them in XXL, fast and cheap. Ryanair get there as fast as the next guy, charging the lowest
unless wearing them helps you sweat down to XL (see above). base price, so they obviously think a sod-you attitude covers the other bit. The
question is – could they be right?
Because it’s rubbish
I regularly see car stickers saying “because it’s Silverstone”, meaning that Mark my words
there must always be a British Grand Prix and it must be there. This is despite This morning, a telesales person called and asked to speak to Mark. Sorry
awful access, poor facilities and eye-opening prices. Bernie Ecclestone doesn’t nobody here called Mark. It happens that I know where this is coming from: a
see it that way and nor should the rest of the motor racing fraternity. But of list which inadvertently got my first name wrong – eight years ago – and,
course it has the great British god, tradition. Well, so did pick’n’mix at Goldilocks-style, the mistake is still there. I find it a very useful filter. Any
Woolworth’s. business working from a flawed list (I won’t be the only one) that hasn’t been
updated in eight years is not somebody I want to trade with. I might start
Racing overalls for grannies doing it on purpose.
Who has not been nearly bowled over by an octogenarian on a mobility
scooter doing 8mph on the Going down, going down
pavement, texting their Predicting the outcome of football leagues at this point of the season is a
grandchildren the while? Anything mug’s game. However, at the time of writing, the full blown financial collapse
that can give back freedom to the of Portsmouth looks next to inevitable. Earlier in the season their fellow
elderly is a great machine and I’m strugglers Hull City were reported to have major off-pitch problems. The
all for them. They are a tad mighty Liverpool have lost half of this season’s Champions League revenue
exposed to the elements, and could miss out on all of next season’s. Even Manchester United have
however. Hence, appropriate apparently been prevented from proceeding with a transfer due to financial
coveralls to cope with our variable constraints. Anyone supplying replica product to Premier league clubs must
weather could be a good seller, suddenly be rather twitchy.
and there are plenty of retailers
specialising in the field. One such Tweets and pokes
scooter, a three-wheeler, definitely Having just done some research into the use of social network sites like
thinks it’s got Harley Davidson Twitter and Facebook, it has become apparent that the digital divide has
genes. Can I suggest jackets happened. Increasingly the nation (world?) is split between those who get
featuring “Senile Delinquents information from these sites and elsewhere on the web and those who read
Chapter”? newspapers and watch TV for the same purpose. The demise of print media
| 70 | February 2010
www.printwearandpromotion.co.uk
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