HOT TOPIC
THE HOT TOPIC
Last month, we posed the question: How do you see the printwear market evolving over the next decade? What are the opportunities and threats?
Editor, Debbie Eales caught up with Continental
Clothing's marketing manager, Mariusz Stochaj, at last month's Printwear & Promotion LIVE! Here's what he had to say…
Is there just too much choice out there now?
Perhaps in terms of the product there is going to be consolidation. There is a lot of choice and a lot of repetition in the brands. Looking around today, there seems to be a lot of stuff that is quite dated in terms of the shapes and styles and general design, and it will have to go.
But what about industry staples, like the hoodie?
There will always been room for the different forms of sweatshirts and hoodies. They're such a basic core product. But there is quite a lot of the outdated stuff around. Because of the nature of the business – it’s not like retail – you can’t sell off one style and replace it with another. It takes a lot longer in this business.
There is a lot of innovation, though, in terms of the new technical fabrics?
In terms of technical and performance fabrics there is a lot of innovation going on all the time because garments need to perform at such high standards. But in terms of casual cotton clothing, it’s more to do with refining the yarns, refining the fabrics. It’s about the feel and the quality against price point, against performance.
So where will be in 10 years?
My longterm vision is that the promotional sector will really have to revisit where they are heading. I hope that the days of 30p, 60p, cheap promotional throw away gadgets are going to be ended. Key promotional account clients will not be coming to the promotional industry saying how many promotional T shirts can you give me for that budget. I think that will end.
Why do you say that?
Because it’s unsustainable. I am puzzled why so many people don’t see it. If I were making promotional T shirts to give to people to promote my brand, I would want people to actually want to wear them. Make them desirable. It should not be, "I want it because it’s free", but "I want it because I want to wear it". Or if it’s a gadget, "I want it because I will actually use it".
How do you persuade people to change?
It’s about educating the marketing managers of the key accounts. For example, why get 10,000 T shirts for next to nothing, if you can get half of that, pay twice as much but at least have something to wear. It’s a bit like printing a poster that will never be pasted on a wall. Large brands and large companies will have to account for their sustainability and social responsibility.
And what about pricing?
Prices are going up in the promotional market. You can’t keep prices low any more. Countries like China are expanding rapidly, with wage costs increasing month by month. Costs will go up. It makes you wonder in a sort of more universal approach, how can I get T shirts for 80p when a cup of coffee costs £1.80?
deales@datateam.co.uk
| 78 | March 2010
www.printwearandpromotion.co.uk
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