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The Glove Maker's Blog, Glove Sourcing Strategies for Retailers and Brands

Glove Manufacturer's Guide to Branding

Posted by Peter Kiernan

Mar 15, 2014 6:58:00 PM

harley davidson tatoo brandingThere is no disputing the importance of brand when it comes to consumer apparel. Think about 3 iconic brands, and how they make the wearer feel:

... the lifestyle conveyed by a Nike swoosh,

... the exclusivity of an LV logo,

... the “this is my tribe” feeling of a Yankees baseball cap.

Each of these brands makes the wearer feel good, admired, confident. And in each case, there are many variations when it comes to physical execution.

What are our branding options when it comes to gloves?

Emotional Branding vs. Physical Branding

Always start by thinking about your customer, your brand appeal and your goals.

Let’s compare 2 brands that you might see on gloves:

1. Harley Davidson –  HD has become a mega brand because it has become a badge that the wearer proudly wears --  if you ride a hog, you belong to a tribe, and want the whole world to know it.

2. Gore-tex – Another loved brand, but not because of affiliation or self-expression. Gore-tex is certainly a mark of confidence, and a validation of quality – but the wearer doesn't care if it is apparent to others.

Your brand may be a mark that gives confidence, but one your customer prefers not to advertise. In that case, it can be displayed more discreetly, as with our Gore-tex example.

Or, your customer may may wear your brand to express something about themselves to the world ... as our H-D tatoo image clearly demonstrates!

The emotional relationship your customer has to your brand impacts physical branding execution, and is a good starting place.

Glove Manufacturer Options for Physical Branding

Next, we turn to physical execution. There are many options -- each communicates something important to the consumer, and has cost, timing and other considerations:

Placement: traditional vs. un-expected position
Unlike a T-shirt, real estate is more limited and so we get creative about placement – on a cuff, a finger, the back of a hand. Size and content labels can be placed either inside or out.

Direct Printing – there are many methods, here are three that are cost effective
  • Silicone - Brighter colors and better resolution. Soft hand
  • Sublimation transfer - Multicolor and best resolution. Excellent reflective treatment.
  • Rubber print - Not as vibrant as silicone but lower cost

Embroidery
Embroidery remains a top choice for glove branding. We can use direct or embroidered patches. Updated applications include a mix of embroidery and sublimation or molded TPR (thermoplastic rubber).

Embossing and stamping
Embossing (raised letters) and stamping (impressed letters) are commonly used on leather and neoprene.   Stamping is also used on fleece and woven materials.

Molded Logos
Sometimes called TPR (thermoplastic rubber), TPR is an injection molded logo that can be designed in multiple colors and dimensions. The advantages: vibrant colors and excellent resolution. TPR logos can be sewn or sonic welded to the glove.

Metal Plates
Metal logos off a very rich accent and often selected for top tier products. Usually riveted or sewn to the glove.

Dome Logos
These are plastic logo treatments that have a clear dome shaped cover over high definition imagery.

Findings
Branding options include buttons, snaps, zipper pulls and rivets. Consider cost, minimums and lead-times when deciding to use the same findings over time, or create a custom design for a particular season or style.

Branding Options: How To Decide?

You as buyer already know your consumer's emotional connection to your brand. When deciding on physical execution, ask yourself:

  • Should your glove have a more discreet logo, or something more visible?

  • Does  a richer execution add value, or is an economical execution is more in keeping with the project?

  • What is most important for the end user? What is the consumer is interested in? Even if just size and content, start here.

Both glove manufacturer and buyer must weave together the emotional characteristics of the brand with the physical ... and let the consumer, as well as our cost sheet, be our guides.


     

Topics: Private Label: Glove manufacturing, Private Label Suppy Chain, Private Label: Branding

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