| The company shirt strategy is one of the best | | | | Mostly informal clothing, company tee shirt and |
| branding campaigns, especially if you have developed | | | | sweatshirts can also be put in this segment. |
| a defined segmentation of your target market. By | | | | Athletic = Vigorous activities that require more than |
| distributing company shirts to your target market, | | | | the minimal movement require athletic clothing. |
| you have made them roaming testimonials that would | | | | Jerseys, sports shirts, swim wear are the main |
| influence their peers in supporting your brand. But in | | | | components of this lifestyle segment's wardrobe. |
| spite of the clear fit of a company shirt strategy in | | | | Casual = A notch higher than leisure clothing, but not |
| brand development, many still fail to maximize this | | | | as point-driven as athletics, the casual category is |
| marketing approach. One reason is the failure to | | | | dressier but is still relaxed. Most activities involved in |
| match the company shirt giveaway to the | | | | the casual lifestyle are the afternoon and morning |
| psychographics of the segment they are targeting. | | | | events. Lunch with your friends, power breakfast |
| Psychographics is a market segment with a common | | | | with the boss, church bake sales and picnic in the |
| descriptive characteristics based on personality traits, | | | | park are some examples. Clothing could include sun |
| lifestyle, or values. Amongst all consumer | | | | dress for women and polo shirts for men. Most |
| segmentation, psychographics is the most exact and | | | | would describe the kind of clothing as business casual |
| defined. Thus, this form of segmentation results to | | | | or smart casual. |
| the best understanding and connection between the | | | | Business = Members of the business lifestyle |
| firm and their target segment. Though, the downside | | | | segment are what you'd call power dressers. |
| is that it is the hardest one to measure and cluster. | | | | Company dress shirts, suit jackets and ties are the |
| One way of simplifying this approach is to have | | | | usual outfit for men. Tailored skirts, button-down |
| some models to build upon in developing your own | | | | shirts, silk shirts and dresses are what business |
| market niche. | | | | women wear most. |
| In developing a company shirt strategy, the simplest | | | | Social = Social affairs include weddings and dinner |
| models to build upon for your psychographic cluster is | | | | parties as well as auctions and charity events. |
| lifestyle segmentation. The defining characteristics for | | | | Clothing appropriate for the social segment are |
| a lifestyle segmentation are hobbies, interests and | | | | cocktail dresses and ball gowns. For men, dress shirts |
| other aspects of the consumer's lifestyles. And for | | | | with slacks are the most common outfit. |
| our model we will focus on the activity that your | | | | In today's cutthroat marketing world, there is little |
| market is commonly engaged in. The rationale: | | | | room for errors. Precision marketing via lifestyle |
| different activities would, of course, require different | | | | segmentation can effectively cut back on your |
| company shirts and apparel. For our lifestyle | | | | unsuccessful strategies. This is especially useful if you |
| segmentation, we will be focusing on five major | | | | are in the development phase of your company shirt |
| categories, namely leisure, athletic, casual, business, | | | | strategy. Knowing exactly who your target market is |
| and social. | | | | and what they want is the key to lifestyle |
| Leisure = Garments for lounging around, relaxing at | | | | segmentation. This will help you fine tune your choice |
| home and doing light to moderate work out. Jeans, | | | | of company shirt and give you optimum ROI. |
| shorts and sweat pants fall under this category. | | | | |