HOW TO LAUNCH YOUR

MERCHANDISE SHOPFOR YOUR COMPANY?

Launch your merchandise strategy to empower your HR

Merchandise for your communityThe vision of workwear and merchandise has been highly modernised, just like the policy of human resources. At the end of the book year, managers used to decide to buy printed clothes if there is a remaining budget. “As many t-shirts for a good price, and the logo as big as possible.”

Unfortunately, this is definitely an outdated approach. Do you think your staff will wear it? Maybe, but only during the weekend, to mow the grass. Thus, it’s a bad idea to buy clothes without having a strategy. Nobody will wear it, so it would be a bad investment. But what is the right philosophy? What are the requirements for your clothing? Choose clothes that you absolutely want to wear with a stylish design. That way, your investment will definitely be successful. We want people to wear your clothes. Your t-shirt has to be the first one they’re looking for in the drawer.

When will people wear your clothes? • Quality: textile and print• A marvelous design: (Note to self: no huge logo)• A fair reason to wear clothes: a feeling of pride

Why do you need merchandise for your company?You can create your own merchandise shop for your staff. It may feel like it’s a big step, but it isn’t. Especially if you look at the 3 main reasons why a company need merchandise.

Een bedrijf kan inzetten op een efficiënte merchandise strategie om 3 redenen:

• Human resources: employer branding en recruiting• Marketing: product launches, giveaways, a customer loyalty program• Sales: a clothing collection with an online webstore

In this case we focus on human resources where merchandise can boost your company policy and recruiting strategy. You can spoil your staff and encourage them to promote your business in a spontaneous way. For example, you can surprise a staff member and let them feel appreciated. Think about the ‘Veteran’ sweater for Patrick who celebrates his 5 year anniversary being a member of your company. Or think about a cute baby bib when a baby is born.

More and more, innovative companies invest in quality clothes and emphasize the benefits of a company merchandise shop. Google is the pioneer of an intern merchandise store. The employees of Google are very proud to wear their custom socks or the iconic hoodie. Why is this so popular? Because the clothes are made for people who really want to wear them. These are beautiful clothes, and in no way promotional textile.

Merchandise to empower your HRWhen a person is looking for a new job or a new challenge, your company can pop up in that person’s head because your clothing is visible on the street. Below, you can read 3 realistic situations to illustrate how you can empower the HR of your or-ganisation with merchandise.

> Your sweater, visible everywhere.If you offer your employees a warm sweater with a nice design, they will absolutely wear it. Here is a realistic situation: after working hours, your people will head to the pub to have a drink. What if your employees would have promotional t-shirts, with a big logo on it? They would change, and wear their normal clothes. But if you would offer them a nice t-shirt with a subtle and creative design, they will be proud wearing it outside the walls of your company.

This way, your company becomes the subject of conversation in the pub. “Hey, where did you get your sweater?” “Ah, you can’t buy it, it’s from our company. Cool isn’t it?” And not only at the pub, but also on parties, a barbecue or at any occasion they will wear your warm sweater. The result is that your sweater is visible in a circle of potential employees and customers.

This entire story is a result of word-of-mouth marketing. This strategy will definitely attract mo-tivated people. Eventually, this is recruting to the next level by means of an effective advertising strategy.

> The college hoodie for young potentials

Every young and growing company wants to attract motivated people. At student events or on fairs you can recruit young potentials. For example, you can offer a unique college hoodie with an authentic design. The college hoodies, for example from Ghent University, are very popular because it’s an item of a young community.

Organize fun actions where students can win the hoodie, or give it away as an exclusive item… Offer unique clothing so that everyone want to wear it. This way, your company will be remembered by the young potential students.

> Create the community feeling

The word ‘Employer Branding’ has gained a lot of interest. In the past, employer branding was only necessary to do marketing for potential customers. Nowadays, a company has to organise marketing actions with the purpose of getting your people happy.

Clothing creates a strong community feeling. The sweater of your company is only for your staff. Nobody else can buy it. Create an authentic value and develop a strong feeling for your group.

Creative ideas:

• Anniversary: when somebody works 5 year in a company, he gets a ‘Veteran Design hoodie’• Day of the employee: a warm beanie• Birth: a cute baby bib for every baby• Event: for every edition, another t-shirt. The t-shirts will become collector’s items

Your people will be happy with a unique gift, but you can also give them the opportunity to buy the textiles. If the workers like the textiles, and they know that it is from good quality, they will certainly buy a sweater for a small price.

Now, it really becomes interesting, you have to develop a system where it is a win-win situation for everyone. As a company, it’s good to have your clothes on the street. And your people? They will love their new sweater.

How can I start my own Merchandise Shop? > 5 essential steps

1. Create your own team

Work in team. Launching a clothing line isn’t possible on your own. The creation of the merchandise of your company is a group event where everybody wants to be involved. The launch of your merchandise can only be successful if every member supports the story that you want to tell with the clothes.

If you create a team, it’s a good idea to have a mixture of people with expertise. Not only marketing experts, but also accountants or someone who works in logistics can mean a lot in your team. Be aware that there is also a strong group feeling within different departments.

Create a team with 3 – 5 different people Suggestion:• A star in marketing • Creative brain• Practical person with logistical knowledge• An accountant or a purchase assistant

TEAMWORK

2. Choose a reliable partner for the creation of your clothes

You need a partner who has expertise. You can collaborate with different partners or you can work together with someone who takes care of everything from A to Z.

Which partners do you need?

A graphic designer

What? Designs for textile and labels

Important: A design for clothes is completely different than creating a design for a website or a folder. You need a partner that has technical and creative experience. Choose a designer that has experience with making designs for clothes. That way, you will have the best result because the designer takes into account the technical requirements for printing designs on clothes.

What do you have to do yourself? • Inform your designer that he has to meet the technical requirements to print a design

on textile• Estimate the cost price: how much does it cost to print the design• Tip: the more colors, the more expensive it is for screen printing

A production partner

What? The production of your clothes

What do you have to do yourself? • Choose textile. This can be a very big challenge, because many print shops offer you a

gigantic catalogue with too many textile products. Also, someone from a print shop will not guide you towards the best option. Most important of all, you have to be sure that you choose a quality product. At Merchandise Essentials, we only work with premium & ecological textiles. This way, you don’t have to worry about a wrong choice.

• What production techniques can you choose? Screen printing, embroidery, digital print, special decoration techniques (appliqué, glitter, flock print,...)

• Do you want more information? Discover all the possibilities. > Decoration techniques

Tip: Choose a reliable partner. Your design can be perfect on a digital screen, but can be totally different on textile. Experience is absolutely a must!

A partner for your webshop

How can people easily order your merchandise? And how can you manage the logistics and stock control? The solution is an online webshop with an efficient shipping procedure.

What? A merchandise webshop

What do you have to do yourself? This depends on the partner you choose• Maintain your webshop• Add new information or products• Logistics & handling

> STORELAUNCHERS

An all-in partner An all-in-partner

What?

A partner who launches your collection from A to Z. For example: Merchandise Essentials

• Ecological and premium quality textiles, according to the latest trends• A selection of the best production techniques • Determine the right quantity and sizes • Creation of the designs based on the technical specifications of the production tech-

niques and textiles• A transparent cost price calculation• Production and multiple quality controls• Logistic support• Webshop• Advice for your collection, the launch and marketing insights

What do you have to do yourself? • Stimulate your team to work together and be creative• Measure the results of your merchandise strategy

Psst, important:If you choose a partner, make sure that you always choose for quality. Check the references, ask people if they know the company and meet the potential partners before you cooperate with them.

Trust is essential, choose an all-in partner if you want an efficient merchandise strategy on the long term.

This is an exciting moment! In this phase, you create your own collection. It’s important to make decisions in team. Involve other employees by asking their opinions and feedback. Eventually, your staff must have the feeling that they want to wear the clothing.

You have to make important decisions during this phase. :If you choose an all-in partner, you will be guided during the whole process. You don’t have to think about anything.

Choose textile products & colors

• Make sure that you choose trending textile products and colors. People have to love it. Tip: make a selection and ask feedback of your staff

• Start with 4 products: 2 types of T-shirts, 1 sweater and 1 hoodie

Quantity and sizing

• Voor een bedrijf van 25 personen start je best met 100 stuks. Dit zijn dan 25 stuks per product. Zeefdruk is vanaf 25 prints mogelijk, houd daar dus rekening mee.

• Reading tip: What is the minimum quantity for screen printing?

3. IMPLEMENTATION: THE CREATION OF YOUR COLLECTION

A good size distribution for an efficient stock

• Reading tip: How much should I order from each size?

Create your design

• Your logo can’t be too visible. In fact, you need a creative design. So transform your logo in something subtle or choose a design without your logo, but always refer to your core values

• Graphic expertise is needed. Also, ask feedback to everybody in the company• Tip: Make sure that the designs meet the technical specifications

Choose a production technique for each design

• Screen printing• Digital printing• Embroidery• Special decoration techniques

Tip: discover here more decoration techniques.

Choose for labeling

Labeling is a must for the branding of your clothesDiscover more about custom labeling here

Choose for quality. Always.

Always choose for quality. Textile has to be qualitative and the production has to be done by experts. A reliable partner is essential.

4. THE LAUNCH

Before the launchDecide what you will give to your staff. In addition, you need to know what your employees want to buy. The reason why people wear your clothes makes the story strong. That’s why you need to give your people a reason to wear your clothes.

The best strategy: You can treat your staff with a nice t-shirt. In addition, you can offer them sweaters, jackets, hats,... at a small price.

The clue is that you offer top quality clothing with a nice design. You offer them clothes that they normally would buy in a retail store. Only then, people will be interested.

• A present for your staff:• For each new employee• When a baby is born • During events

• Sell online to your employees• Marketingacties:

• Giveaway op Facebook• Productlancering• Tijdens events (bijvoorbeeld een unieke event sweater)

Determine when, how and where you launch your clothing line.

Timing is everything. Choose for the right moment. Winter, summer, during a more quiet period or during a busy period? Discuss with your team and make sure that you’re launching in a good period.

Besides timing, think about where and how to launch your clothes. Think big! A fashion show for example, or another nice event. Make a great powerpoint, and present the clothes to everybody. You have to make sure that nobody has seen it before, besides your merchandise team.

Trigger: everyone has to like your clothes

Send a message to everyone: ‘An awesome clothing line is coming.’ it’s not a good idea to say: ‘Hey, we will sell clothes.’ When you have designs, you can use it as a sneak peak. Ask feedback to your people, or make a poll to find out which design is the most popular.

Important:Give at least 1 item for free and show people that it’s pure quality. People have to really want to wear your clothes, so always attract everyone actively.

During the launch• Ask feedback, and write it down• Make sure people can fit and buy the clothes• If applicable: decide which clothes you give for fre

After the launch• Keep the collection alive. Post regularly on social media channels and encourage people to

buy the clothes• Give people the option to fit the clothes on regular times• Post pictures of people who are wearing your clothes• Organize a giveaway

> Contact Community Essentials

It was repeated several times, but it is important to ask the opinions of everyone. This way, people have the feeling that they are important.

Go to the office of your colleagues and ask feedback. Ask your people why they should wear the textile, or why not?

This allows you to re-evaluate and collect valuable tips for the next collection.

YOU’RE READY!

Are you looking for an all-in partner who helps you with an internal merchandise shop?

Contact Community Essentials, your personal account manager will help you create your clothing.

5. EVALUATE & MEASURE YOUR RESULTS

MERCHANDISE TO EMPOWER YOUR MARKETING, SALES & HR