Branded merch has become more and more of a necessity for brands and other service providers. This type of marketing is especially lucrative for online influencers and personalities.
In 2020, we saw a very big dip in overall sales of products such as clothing and footwear. According to ResearchandMarkets, the general merchandise market saw a decline from $1,843.6 billion in 2019 to $1,810 billion in 2020 at a compound annual growth rate (CAGR) of -1.9 percent. The decline is mainly due to economic hardships from the pandemic.
With the economy starting to revamp in 2021, we have seen great opportunities for smaller brands that took the time to grow their audience in the past year, to offer new and exciting merch. This is in part due to the fact that most consumer sales are being driven by the ability to connect with ones core values.
What are your
Brands’ Values?
According to Faire’s survey data, the most purchased brand value tags were Women Owned, Made in the USA, and Handmade. Consumer purchasing patterns have become more about how they value a brand rather than the actual product itself. Most retailers shopped by brand value in order to find products that resonated with their customers.
Check Out Core Brand Values Examples: Why They Are Key to Differentiating Your Brand
A brand mission statement is important to clearly communicate the brand's purpose, objectives and how it plans to serve its audience. A clear mission allows the consumer to see their own values in your brand and make more on emotional connection. This builds brand loyalty and brand pride.
Trends By Categories
More and more businesses are shifting to remote work and this has opened up the potential to offer a variety of merch that otherwise would not be suitable for certain brands before the pandemic. It is important to do your research and find your audience to then gear your promotional products or branded merch towards their specific interests.
Read about How The Pandemic Changed The Way People Shop
Pet Merch
As the pandemic begin extending in 2020, more and more people began adopting pets to help them cope with worldwide lockdowns. With pet adoptions on the rise, pet merch saw an increase of 1 Billion dollars annually.
According to the 2021-2022 APPA National Pet Owners Survey, 70% of U.S. households own a pet, which equates to 90.5 millions homes. This is a market that is worth looking at if you are thinking of dropping merch. Pet people love to buy toys and clothing for their dogs.
Apparel
Big clothing brands such as H&M and Zara saw a sharp decline in sales at the begging of 2020 but quickly bounced back better than ever in 2021. Despite the losses in 2020, apparel and accessories sales in the United States are expected to reach $495 Billion in 2023.
Athleisure and activewear brands suffered less of a sales decline in 2020 compared to other apparel categories, decreasing by just 2-3% vs 2019. Consumer interest in health and wellness will continue beyond the pandemic, so demand for athleisure and activewear is expected to be strong in 2021.
Although screen printing on athletic clothing can be challenging, there are ways to work around this and get the perfect print for your athletic merch.
Check Out Apparel Ecommerce Market Size in the US from 2016 to 2021
Health & Wellness
Wellness products saw a 10% increase in sales during 2020 and is predicted to increase an additional 15% in 2021 with a big push toward the end of the year. Wellness items have been on the rise for a few years now but it is predicted to hit all-time highs in 2021.
As global consumers are beginning to focus more on their wellness, products such as yoga mats and candles are among the highest sold items. These are products that can easily be manufactured and printed with your logo, they make great promotional merch!
Tech Gadgets & Accessories
Gadget such as wireless phone charges, wireless headphones, and speakers have been on top of the tech chain when it comes to consumerism. In 2021, it is projected that most people will opt for wireless EVERYTHING.
Charger pads can be a great promotional product to display your company logo or brand name. Brand artwork can be laser printed unto these types of surfaces, making it easy, fast, and affordable.
The New Normal
Brands and retailers will need to consider how consumer behavior has changed during the COVID-19 pandemic. Many consumers invested time and money in purchasing and learning to use equipment to facilitate fitness, cooking, working, and entertaining from home.
This means that many of the industries that thrived in 2020 could remain elevated above pre-pandemic levels, and at the same time, industries that struggled last year may find their industries have been changed permanently.
Increased remote work may lead to more travel and mobility, and business travel may ramp up, benefiting accessories like luggage and backpacks. The casualization trend that took hold in apparel and footwear last year is likely to remain.
Author: Irene Floridia - Content Creator
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