In the towels/robes/blankets market, it’s all about a high-end look that mirrors retail trends. Users of these items want the feel of an expensive fabric without the high cost. Promotional products suppliers in this market segment are reporting an exceptional demand and a great deal of excitement surrounding these products.
Murray Siegel of Towel Specialties speaks to the popularity and longevity of beach towels. “Ask clients how long they have had their favorite beach towels,” he comments. “Most of the time, the answer is ‘forever.’ Our extensive research shows that beach towels last an average of 15 years, which is far, far longer than most promotional products. Plus, they carry a strong emotional quality – meaning people associate strong memories to their oldest towels.”
Murray continues that distributors should share this information with clients to make a strong point about the ROI of beach towels. “But, it doesn't end there,” he emphasizes. “Beach towels have the largest imprint area of any promotional product. And, with new technology, there is no limit to the types of graphics that can go on a towel. And, they're both unisex and one size fits all.”
According to Brian Porter of Pro Towels, the biggest trend with these products has been toward a more stylish, retail look — across the board. “End-users are realizing they can have the look, style, and feel of high-end products, with the cost of traditional promotional products,” he comments. “Demand has been exceptional! If anything, I feel we might have underestimated how well these products would sell.”
Terry Town’s Aaron Bradley reports that sublimation is currently a huge force in towels and blankets. “The print quality is so much more superior when compared to screen printing or embroidery,” he explains. “We see more and more end-users utilizing color-complicated logos or full-color graphics to tell their story. This is really what’s driving the sublimation trend.
“Demand has been off the charts,” Bradley continues. “Everyone wants to show off their golf course, new skyscraper, or beach resort. They are looking for a billboard to show off their amazing full-color story, and nothing makes a better billboard than a beach towel, golf towel, or blanket.”
Southern Plus has been seeing a great deal of interest in combo sets. According to Grethe Adams, giving and receiving several items can be more interesting and exciting than just one higher value item, as well as often having a higher perceived value. “This also provides multiple brand exposure opportunities with added impressions,” Adams points out, “and removes the ‘all eggs in one basket’ dilemma where a diverse demographic makes it challenging to find any ONE item that suits all. A combo set can address this by including items that are appealing to various groups.”
Adams adds that demand for golf towels has been strong this spring, with beach towels obviously doing well right now. The company’s picnic blankets are also popular this time of year for outdoor summer concerts, family reunions, and picnics.
Suppliers have responded to industry demand with an array of new products as well as yearly best sellers. Bradley at Terry Town notes that the newest and hottest products right now are coming from the company’s full-color, “Subli-Plush” line, which is a new sublimated material that Terry Town introduced at the beginning of 2017. “It has the highest quality of fabric and clarity of imprint in this industry,” he enthuses. “People are simply amazed when they see it in meetings or at trade shows and can’t wait to show it to their clients.”
Porter of Pro Towels also raves about his company’s sand-repellant blanket from its Kanata line. “It has been best in show,” he says. “With the color, styling, and feel of something much higher end, it’s just been amazing. Our round beach towel, which lends itself to a different usage as well as the ability to truly capitalize on circular logos, has been another key to this year’s success. Combine those two with our new FOTO Vision™ line, which allows consumers to order and personalize at a one-piece minimum (a first in the textile market), and we’ve been very happy with our season to date.”
The two most popular beach towels at Towel Specialties are the ones with ColorFusion or tone-on-tone decorating, Siegel notes. “With ColorFusion, customers get unlimited colors and an edge-to-edge graphic,” he explains. “With tone-on-tone decorating, the logos have an ‘etched’ appearance that looks fantastic on our Turkish Signature Towels.” He adds that, in general, buyers are opting for either the lower-priced beach towels for budget reasons or the higher-end towels to reinforce their own brand.
Adams at Southern Plus reports the company’s tailgating sets—which include chairs, table, tailgate tub, and a picnic blanket, are among its summer best sellers.
Selling these products is a matter of emphasizing the products’ versatility and longevity. Adams at Southern Plus recommends distributors offer blankets to their clients. “Think of a thinner, lightweight blanket as great for travel,” she states. “Possible accounts are online travel sites, car rental, insurance agencies, and resorts. When school starts back, it's time to think ahead to cooler temperatures and fleece blankets again. Blankets are a great fundraising item.”
Terry Town’s Bradley also weighs in. “Distributors will have great success pitching our ‘Subli-Plush’ line as a graphical solution to any clients with impressive full color graphics,” he predicts. “When you can get them thinking about the fabric as being a story board and not just a towel, that’s when you will see the orders come through. Also, don’t forget to order a sample, they MUST touch it, feel it, and see the clarity.”
Porter of Pro Towels ties it all together. “Honestly, if distributors are proactive versus reactive, they sell themselves!” he proclaims. “The keys to remember are the ROI across the board on these products is five to 10 years minimum. That alone, to an end user, should be the key. So many products come and go, but these are lifestyle products that last a lifetime.”
Case Studies
Brian Porter, Pro Towels
Plush Robe
The Northwest Promotional Marketing Association (NWPMA) — a regional industry association that puts on industry trade shows, education, and training sessions — wanted to present its board members with a unique gift at a recent weekend retreat.
The NWPMA chose the Plush Lounge Robes — which are soft, lightweight, and luxurious — and perfect for both men and women. They provide warmth and comfort, and are an ideal gift that everyone will love. Board members participate in a weekend retreat to organize all plans, in which they donate their own time to coordinate everything. This year, Kanata send board members its Plush Lounge Robe, a practical product that can be used on the retreat and when board members return home.
The robes were well received and contributed to a little fun during a busy weekend of photo opportunities and became part of a marketing piece by the organization, “Expose yourself to NWPMA,” which aims to attract new members and volunteers. The robes are a perfect way to thank board members of any organization.