To declare something as one’s own is a matter of pride. Whenever people buy something, they waste no time in personalising it to represent them. For example, if an individual buys a phone, they immediately customise the wallpaper, lock screen, password or security. They also add a back case, buy earphones or earbuds, etc., matching the phone. This action is biological because humans, too, are territorial. Today, people can customise anything, starting from electronics to interiors, apparel and even furniture.
Customisation and customisable gear is an industry by itself, with a wide range of options and services. There are even brands that specifically customise a particular item. But arguably, the most commonly customised gear are phone back-cases, coffee mugs, photo frames, bags, caps and, of course, personalised hoodies.
CUSTOMISING GEAR: TEAMS AND GROUPS
The primary use for customising gear, besides making it unique, is to represent a group ideology. An excellent example of this is sport team uniforms. These uniforms are impressive, but they mean so much more than individuality. It represents a country, a team, and everything else that team stands for. Similarly, universities and even some companies have personalised hoodies that show people belonging to that organisation.
Branding a logo onto a piece of clothing or a cup imbibes it with the values that the symbol represents. This branding increases the customised product’s monetary value, like a jersey with Barcelona branding, is worth more than a regular jersey. This jersey represents a sense of belonging to the football club. The football club fans are loyal to the players and everything else related to the club; its logo, symbol, manifesto, etc.
The same ideology applies to brands. Products branded with a brand’s logo hold remarkable value to the loyal customers of the brand. For example, the iPhone’s Apple logo is imprinted on bags, stationery, and a range of other items. Apple products users are likely to buy these products that sport the logo, which stands for affluence and quality.
This theory also extends to people who are a brand themselves like DJs and music producers like Marshmello and Alan Walker. These celebrities have a worldwide fan following who purchase items with their logo, ranging from personalised hoodies to phone cases, jumpers and other apparel. These items are a way for them to show solidarity with their icon.
CUSTOMISING APPAREL AND GEARS FOR AN ORGANISATION
Brands and corporate companies have to consider creating a range of customised products for their employees, clients and customers (if applicable). Having an array of customised products also increases loyalty towards the company from its employees and clients. Employees can get branded stationery items, mugs and even watches sporting their company’s logo. These products increase their sense of belonging to the company and improve their work efficiency and motivation levels.
Several companies exist solely to create customised products for brands. They even design customisations and recommend products that are related to the brand. These companies are well equipped and cater to bulk orders for corporate companies and events. They have a plethora of products to choose from and customise. Event organisers can contact them to create t-shirts in varying designs specific to the event. Companies like Print Locker also offer products like aprons, badges, bottle openers, face masks and pillow/cushion covers.
Companies have to select the most relatable product to customise and represent themselves. For example, a tech company can give out personalised watches to its employees. There is also the default option of personalised hoodies with the employee’s name and brand logo, developing solidarity among employees.
Author: Alison Lurie