Wearing the message

Fabric items - such as T-shirts, sweatshirts, shoppers, and caps- are becoming increasingly popular in promotional products.  Innovative design, attention to materials, and the selection of the most efficient printing techniques are essential for creating functional accessories that substantially impact communication.

By Caterina Pucci | On PRINTlovers 104

In the promotional marketing field, fabric items have established themselves as one of the most effective choices for promoting a brand, a product or an event. Applications such as T-shirts, sweatshirts, bags, caps and umbrellas offer several advantages that make them a must-have option for many companies. In addition to being functional and durable, they provide extensive customisation possibilities, making them perfect for advertising campaigns focusing on visibility, engagement and customer loyalty. With the evolution of consumer preferences and the adoption of new printing technologies, these products are no longer perceived as mere corporate promotion tools but have become a means of expression through which a brand can convey the values it recognises and create a deeper connection with its audience. Over the following few pages, we will explore the trends, printing techniques, technological innovations and the most popular materials used to create fabric promotional items in step with the times.

Trends driving textile promotional
Brands are increasingly moving towards products that combine aesthetics, sustainability, and practicality, responding to the demands of an environmentally conscious audience and design trends. Among the main emerging trends is using recycled and organic materials, such as organic cotton, recycled polyester, and nylon, which reduce environmental impact. Integrating functionalities, such as water resistance or the possibility of transforming an accessory's shape, represents an added value that responds to the practicality needs of an increasingly dynamic and versatile public.

Unlike other promotional giveaways, such as pens or electronic gadgets, textile items are used daily in various contexts, often in public, thus offering repeated and lasting visibility. When a user chooses to wear a customised T-shirt with a brand's logo in full view, they become its “ambassador”: this kind of constant exposure helps strengthen the brand's identity over time. The same applies to shopping or tote bags, which can be used for shopping or as everyday accessories. 

In recent years, sustainability has become an increasingly important criterion in consumer purchasing decisions. By opting for environmentally friendly or recycled materials, companies are sending a clear message of social responsibility and aligning themselves with the aspirations of users, who are increasingly inclined to support brands actively committed to reducing their environmental impact. Many textile promotional items are made from recycled polyester (rPET) from plastic bottles, while natural fibres include organic cotton, hemp and jute.

Fabric offers a large surface area for customisation, allowing companies to apply logos, messages and graphic designs in a detailed and visible manner. Customisation possibilities are extensive and often depend on each company's budget and creative requirements. Direct-to-garment technology is perfect for producing complex or multi-coloured logos and designs without size or colour limitations. Screen printing guarantees brilliance and durability and is suitable for large batch production with simple graphics. Although more expensive than printing, embroidery is an increasingly sought-after option, as it can add sophistication and value to any accessory.

Another great advantage of fabric promotional items is that they are affordable in terms of cost while offering an excellent return on investment. The variety of prices and materials available allows companies to adapt their promotional campaigns to the available budget without compromising the quality or effectiveness of the campaign.

The most popular products: t-shirts and sweatshirts
T-shirts and sweatshirts are among the most popular fabric promotional items due to their versatility and the ample space for customisation. With the increasing demand for more sustainable and customised products, the production of these items is evolving, adapting to new style trends, advanced printing techniques and environmentally friendly materials. As for style, minimalist or streetwear-inspired designs are particularly popular, especially among younger consumers, who are more inclined to wear garments that demonstrate their proximity to various social causes, such as climate change or inclusivity. Companies are opting for sustainable materials such as organic cotton, recycled polyester and regenerated fibres to meet the public's needs. As far as printing techniques are concerned, screen printing remains one of the most advantageous options in the case of large-scale production, appreciated above all because it allows for tactile and 3D effects (so-called high thickness). Direct-to-garment digital printing is well suited to the needs of online printers because it allows for highly customised short runs and high-quality results on a variety of fibres, natural, mixed and synthetic. Sublimation printing guarantees excellent colour rendering, resistance to washing, and a good feel. The sine qua non condition for the use of this technology is that the material on which it is printed must be synthetic or composed of mixed fibres; in fact, it is mainly used in sportswear, where high resolution but speedy turnaround is required. In recent years, we have also witnessed a gradual establishment of embroidered applications and thermo-transferable patches, which are suitable for quickly customising small production batches. On the design front, the current trend sees a gradual establishment of neutral tones, minimalist fonts, small and inconspicuous logos and punchy slogans. Sweatshirts and hoodies are other fabric items that have grown in popularity because they offer large areas for customisation and have a high perception of value compared to other items. Organic materials, such as organic cotton, are increasingly favoured.

Shopping bags
Customised tote and shopping bags represent an opportunity for brands to practically create visibility because they are no longer perceived as simple containers but as authentic fashion accessories. The preference for eco-friendly shopping bags has grown over the years: organic cotton continues to be one of the most popular choices, but jute and hemp are also increasingly popular for their durability and sustainability. Vegan leather and recycled polyester options - an environmentally friendly alternative to traditional leather - are increasingly popular in the luxury sector. Screen printing remains one of the most popular techniques for personalising bags in cotton and natural fibres, while transfer printing is preferred for synthetics. As with clothing, embroidery is an increasingly popular technique for fabric bags, ideal for adding aesthetic value to your product.

Outdoor passion: caps, umbrellas, backpacks
Caps and other fabric accessories offer ample customisation and logo display possibilities, whether for sporting events, festivals or fairs. Embroidery is one of the most widely used customisation techniques, but DTG is also finding vast space in this segment, especially as it allows complex designs and reproduces details and nuances with extreme precision. From a design point of view, the most popular options are vintage and retro styles, the application of embroidered patches and the use of funny phrases or catchphrases. Cotton remains the most popular choice for casual and sports hats, although recycled polyester provides durability even after numerous washes.

In the aftermath of the pandemic, the need to return to outdoor activities gave outdoor accessories a comeback - particularly umbrellas made of waterproof and resistant fabrics such as recycled polyester or nylon, ensuring durability. As for design, double-covered umbrellas are a popular option, especially among high-end brands. Backpacks and travel bags are also gaining in popularity: discreet and functional designs that include compartments for carrying laptops and technological devices and can adapt to all weather conditions are the trend. 

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