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Under it All: Promoting Your Business With Underwear

Aug 16, 2008
It might seem at first that using underwear as a promotional item is an area your company doesn't want to get into. After all there are many, many different kinds of apparel that could sport your company's logo, and in most cases, that apparel won't be hidden form public view. But promotional underwear is more common than you might think, and it has already garnered the stamp of legitimacy from some of the country's biggest industries. For example, if your children wear Spider-Man or Disney Princess underwear, that is a promotional item, and your children--and therefore you--line up to spend your money to buy them. Not only do the movie studios get the free publicity that comes from someone wearing their clothing but they also make more money through the licensing of their brand.

The same holds true for adult underwear, as well. A good example of this is college or university related underwear. These are promotional items, but a customer, student, or fan of the school isn't thinking about promotional strategy, but is thinking about how great it is to have Jayhawk boxers or Gator socks. But promotional strategy is in place, nevertheless, getting the name of the school or business out there to advertise itself. One marketing study shows that underwear as a promotional item is in extremely high demand as a gift for trade shows and fairs, and is even more effective than other items because it stands out from other companies' promotions.

There are many different kinds of underwear you can have your logo printed on. Styles and material can vary, but everyone needs underwear, so it will be a popular item to give away. One item you can get for ladies is a cotton thong in a variety of colors with your name printed on the front. You can also get hip-hugger underwear, which is like a modified pair of shorts, with more surface space to put your brand name. Boxers are also popular with women, less because they use them as underwear, but more because women find boxers very comfortable to sleep in. If they're going to be sleeping in boxers, anyway, they might as well sleep in boxers that bear your brand name on them.

Men's underwear styles are fairly traditional; most promotional companies put out boxers and briefs for men. Boxers seem to be the more popular of the two styles, although people do either take or buy both kinds. Depending on the arena where the underwear is given out or sold, and depending on the brand of underwear that is used for the promotional item, the boxers or briefs themselves may come in individual boxes or they may be displayed on hangers for everyone to see clearly. Other novelty containers for promotional underwear include eggs, plastic flowers or gift boxes.

Underwear is a larger part of the promotional apparel market than most people realize, and since everyone needs it, it's an excellent way to promote your brand name.
About the Author
Matt Franks is director of Fluid Branding, the UK's largest supplier of Promotional Underwear and other Promotional Products at www.fluidbranding.com. For Eco Friendly promotional products, including Recycled, Organic and Sustainable items visit www.ecoincentives.com
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