This post is intended for the owners of small clothing + tee companies who are looking to build their brand and connect with their fans on another level. Since the consumer base is obviously what will support your company and fuel the growth of your brand, it is essential that you cater to the needs of the consumer and know what to do and what not to do.

On twitter, I posed the simple question “what is the biggest factor for you when choosing a t-shirt?”. This list is based on the responses I have received, in no particular order of importance.

1) Fit
2) Exclusivity
3) Branding
4) Overall design

How the shirt fits and feels is one of the most important deciding factors. This, of course, depends on your target demographic. If your t-shirts are intended for the older crowd or urban market, they might prefer loose and baggy clothing. When targeting the young and hip, however, you might want to go with a more slim-fitting tee for your line. You should also consider the quality of the garment. Your customers will not be very satisfied with a t-shirt that falls apart after two washes! Although the prices are higher for quality t-shirts, it could be worth the investment. How the t-shirt fits is entirely dependent on the target market, so be sure to research this and order samples before having your shirts printed up.

In terms of exclusivity, Johnny Cupcakes says it best, “People want what nobody else has”. Johnny has built a multi-million dollar brand around this concept, and it is extremely important when developing a clothing company. Will your t-shirts be mass produced and sold in stores across the country, or will you print short runs to give your customers that special feeling that they have something that nobody else has? Would you rather have countless customers that think your brand is kinda cool, or do you want fewer die-hard fans that will be loyal to your brand for life? If you print limited edition t-shirts, your customers will feel like they have something special - and they do. They have something that nobody else has. You should decide which direction to take your brand from the very beginning.

Branding, in essence, is a unifying concept for all of the t-shirts + clothes + accessories that you produce. Branding means building something that your customers trust and are familiar with, and something that they can recognize immediately. Let’s face it - anybody can make a cool t-shirt, but that doesn’t mean it will sell. As equally important as the t-shirt design is the brand behind the design and what the brand represents. An original logo and catchy company name will help with branding, but to really build a brand takes time, effort, and dedication. Integrating your brand name and logo in your t-shirt designs, packaging, and anywhere else will make your brand more prominent and recognizable. You should also consider getting involved with what your company represents. If you are building a brand around skateboarding, for example, you might want to sponsor a skate demo. This will expose your brand to the target demographic and make very obvious what your brand stands for.

When designing a t-shirt, you should shoot for consistency with the rest of your brand. A t-shirt design that is original and unique yet connects to your other designs in some way will go much further than a random design that just happens to be super cool. For smaller brands, you should try to integrate your logo or brand name into the design, but you might not want to make this the highlight of the t-shirt. Since your new brand probably doesn’t have a huge fan-base, nobody wants to be a walking advertisement for your unknown company. A successful t-shirt will have a healthy balance of design + branding. Be creative, and ask yourself if the design has been done before. Don’t forget to try out different colors in the design itself and create digital mockups to see how the design looks on different color t-shirts. Remember, once the shirts are printed up there is no undo button!

Loren
Beetnik Aesthetics