Twice in recent days, promotional clothing has hit the headlines for the wrong reasons. To begin with, one retailer managed to list T-shirts for sale that appeared to predict a win in the upcoming England v Scotland match!

It appears that an online stock checking system was incorrectly implemented, so that a promotional T-shirt that had been designed to commemorate the 2008 Calcutta Cup win by Scotland were reoffered for sale, in relation to the opening Six Nations match which has yet to be played. Last time the two sides met, England won.

Scotland fans seem to have decided that relisting old T-shirt was a bad omen: the Scots have a story that many companies produced commemorative ties and sportswear based on a confidently predicted English Grand Slam victory in 1990, which had to be destroyed when Scotland won 13-7. The parallels have left many superstitious Scotland supporters very unhappy!

Also making negative headlines is the new ruling that New York City police officers cannot wear, own or possess anything that carries the famous NYPD shield, unless that item is an official uniform component. The ban has caused an outcry, as many officers chose to wear non-official shield-bearing clothing when they are off duty, as a sign of solidarity, particularly since 9/11.

A spokesman for the NYPD said, “The department wants to deter the unprofessional appearance associated with unauthorized police-related logos and slogans.” However, the president of the police union claims that the ruling is nonsensical and may infringe the right to free speech. Many officers are already asking why the only people in the world who can’t have an NYPD keyring or vest are the members of the NYPD itself.

Both stories highlight the risks involved in pre-empting anything, whether it’s public opinion, a sporting result, or market testing before choosing promotional material. It’s difficult to turn bad press into good news, and taking time to ensure that promotional clothing is legal, decent and accurately portrays the story you wish to tell can save a lot of negative headlines.

‘Karl’ is an online fashion collection which will be offered to net buyers for a month before it is made available in shops.

It’s an increasing trend which analysts identify as being part of the move towards rejuvenation of the fashion industry via the web. Online clothing retail has become a large growth area in otherwise moribund economies, and brands like Versace have seen it as a way of maintaining exclusivity for differing areas of their clothing empires, for example by having an online brand specifically targeted at preteens that doesn’t impinge on their established brands for adults.

In the ten years from April 2001 the overall value of online clothing retail grew by an astonishing 3,200% according to a report by the Interactive Media in Retail Group. This may be in part due to the fact that better-off individuals are more likely to buy named brands and also less likely to be suffering the effects of the recession. Mid-range branded clothing is also growing comfortably through online retailing and group purchasing has increased, suggesting sports teams and small companies are focusing on the benefits to be gained from buying uniforms or team clothing online with free postage, easy returns and discounts for larger orders.

Burberry and Coach have also moved into the online retail market which offers several other benefits, including the ability to discount more heavily. Sports brands such as Nike and Adidas in particular are keen to expand their access to new markets and this is likely to mean that online shoppers benefit from bargains in the months ahead.

While Facebook is the Goliath of social networking, there are many Davids out there, getting niche attention.

One way that brands and businesses are using bespoke social media is to drive networking through only the media that will reach their ideal customer base. So for example, Levis is using Instagram, the hip and retro photographic network, to find models for its next advertising campaign. One committed Instagram user is Jamie Oliver, and Barack Obama’s campaign team use the photo networking site too, as do Burberry, MTV and Bergdorf’s, Gucci, Billboard Magazine and Starbucks.

It’s easy to see that there’s a target market there: liberal, food conscious, keen to be on trend but not a brand slave … and that Instagram carries a message that links similar brands so that Jamie Oliver can be seen wearing Levi’s jeans, or a Bergdorf’s catwalk model spotted drinking Starbucks – the linkages create interest that drives activity.

So for Redbull, for example, find that posting pictures of casually clad people doing ‘out there’ things in daily life – skateboarding to work or dancing in an underground train – links their brand to a small but dedicated social media outlet that will drive attention to their product.

Promotional clothing has an unusual role in this kind of media, because it’s an almost wordless communication – Burberry works hard to ensure its models have a distinctly British look and boosts that by setting them against quintessential British backgrounds to give a strong, if silent, message to viewers.

Storify is being used by many big brands in a similar fashion, but to wrap social media into a brand line (eg Levi’s recent foray into the way women see themselves through their clothing choices) that gives a social media boost to a brand led statement. Tumblr is another social network that is being used to integrate promotional activity, branded clothing, consumer aspirations and peer recommendation.

In a recent case, Bobosky v. Adidas AG d/b/a Adidas Group, the US District Court for Oregon has ruled that the National Basketball Association and sportswear company Adidas did not have to prove trademark registrations in a slogan they used in the Basketball Brotherhood advertisements in the USA. The case was brought by a community fundraising group in Chicago who had applied for trademark use for the slogan We Not Me in 1999. The plaintiff was given leave to proceed in trying to establish rights to an unregistered mark with regard to his use of the slogan on T-shirts and baseball caps.

The ruling came about when W. Brand Bobosky, a lawyer and community activist created badges, T-shirts and baseball caps with the slogan printed on them as part of his community development activity in Naperville, Illinois. In 2004 he registered the slogan with the Trademark Office and formed a company to licence goods bearing the slogan. When Adidas created their promotional campaign “Basketball is Brotherhood,” in 2007, it used the slogan in print, on TV and on clothing and Bobosky sued.

The magistrate found that while there were trademark registrations in existence, many were intent-to-use applications covering many categories of clothing from hoodies through to sleepwear. Part of the Adidas case was evidence that much of the clothing did not contain the mark and that on other promotional garments the trademark used was different to the intent-to-use registration. As a result the court ruled that the case could proceed only in relation to the caps which bore the intended mark as had been stated.

This kind of intent registration is increasingly being clamped down on by trademark organisations where individuals register a mark and then do not use it at all or use it in a much more limited fashion than was stated in the intent registration. ‘Blocking’ the use of trademarks, especially slogans, on clothing is seen as a non-competitive practice and in a period of recession, ruling bodies are taking a dim view of anything that limits retail markets operating with as much freedom as possible.

According to a recent report from Sheffield Hallam University, the two sectors that will benefit most from the London Olympics are gambling and sports clothing. The research suggests that the UK sporting economy will expand and the clothing industry in particular is likely to grow by 15% in the next three years, while the gambling industry is predicted to grow by around 6% over the same period.

The long term trend of the British sporting industry to take a larger share of national economic activity is likely to accelerate as a result of the Olympics, and will spike in specific areas if British athletes win gold medals during the games: already Mo Farah’s impact on distance running has been seen not just in medal tallies and young people entering the sport but in an increase in sales of United Jack running vests and his trademark white-rimmed running glasses. As sports stars like Freddie Flintoff and Jonny Wilkinson develop their own sporting clothing brands, this trend will become a large part of both the economy and the fashion consciousness of the nation.

One of the greatest growth areas of sports clothing is branded winter wear, especially clothing that has UV protection against winter sun. Snow reflects around 80% of UV radiation, which is much higher than the 10% reflected by water, but most people forget to wear sunscreen in winter who would always put on suncream when they wore shorts and a T-shirt on the beach.

Men are much more likely to develop melanoma (a sun related skin cancer) than women because they wear less sunscreening products and tend to exercise outdoors more, giving them a greater risk of exposure to high UV levels on a regular basis, especially if they play team sports such as rugby or football where hats and sunglasses are not generally worn.

We’ve got used to camel, merino, bamboo and hemp as additions to textiles and organic cotton has become a commonplace choice for uniforms where companies are committed to environmental progress, but the newest addition to the clothing market is Yak!

The reasoning behind the idea is that wool from yaks, particularly Tibetan Plateau yaks is warmer than lambs wool and softer than cashmere, making it an ideal for sports clothing and outdoor enthusiasts.

The company behind the launch is a consortium of Beijing-based entrepreneurs including a former British Army officer and an American aid worker, and their promotional activity included kitting out Kwame Nkrumah-Acheampong, (aka the Snow Leopard) who is the first Ghanaian to compete in the Winter Olympics. He wore their fleeces and winter tops throughout the contest.

The company, called Khunu, hopes that the Snow Leopard will be as durable as their products and is donating 2% of the profits back to the yak-herders in the hope that this promotional activity will also garner publicity.

The excellent and exhaustive blog, Clothes on Film has taken its annual trip through just about every film that came out this year (and some that we’d never heard of but apparently premiered anyway) to look at what clothing tells us about character. It’s fascinating.

Helena Bonham Carter and Colin Firth both played with reality – Helena by sticking to it and wearing genuine vintage fur, while Colin insisted on not wearing a suit jacket underneath his overcoat because it made him too bulky to be a realistic King George VI. Russell Brand played Arthur Bach in suits tailored by Martin Greenfield in New York to included a wide range of fabrics and to look like Savile Row tailoring while meeting the demands of an active character on a film
set.

Several films this year also focus on masculinity, using the most traditional symbol, the plain white T-shirt as worn by Elvis Presley and James Dean and seen in Drive worn by Ryan Gosling and even by Captain America! So plain white T-shirts for men add to their sense of masculinity, but make women feel vulnerable because of the risk of underwear showing through. Putting male staff in white and women in grey, blue or black T-shirts can create an impression of gender balance.

On TV, Boardwalk Empire also used Martin Greenfield to dress its characters in 1920s style and this focus has been particularly important in giving the impression of authority, power and prestige – according to the designers, this has involved using ‘hard’ dressing such as starch, brilliant whites and matte neutrals like beige and hats. Baseball style or soft caps were saved for lower ranking characters while harder headwear like fedoras or boaters were worn by bosses. Hats functioned to reveal who had power. That’s something that businesses tend to forget – if you put somebody in a
baseball cap, they have no authority – so let senior staff go bare-headed or give them a hat with a harder profile that denotes power.

There’s a lot to learn from film … and smart companies will use a designer who has a finger on the pulse to ensure that staff uniforms convey some of these subtle messages that help boost business success and productivity.

Once again, printed T-shirts have caused a debate, this time on the football pitch. Liverpoo’s Luis Suarez has been suspended for racist language and his teammates chose to wear a T-shirt with his image on for their match with Wigan this week. It didn’t go down too well with some other players …

Paul McGrath said he was ‘saddened’ to see the Liverpool players in their printed T-shirts and would have been ‘… much happier if they had worn anti-racist t-shirts’ while Jason Roberts (Blackburn Rovers) chipped in on Twitter to ask if other clubs were now going to wear T-shirts with the image of Man U’s Patrice Evra, against who Suarez has been found guilty of using the offending language?

But Kenny Dalgish, Liverpool Manager and Suarez supporting T-shirt wearer was unrepentant claiming that he and the players were showing their their respect and admiration for the suspended player.

It’s yet another piece of evidence that shows how easily printed clothing can become part of a wider controversy – and why it’s important to ensure that your design, slogan or clever promotional idea doesn’t cause confusion or draw criticism from wider society if your intent is to win friends for your product or brand.

A staff uniform is becoming a more popular incentive for employees the longer the difficult economic situation continues. Everybody can see that being provided with work clothing is a worthwhile benefit, and that when that clothing is easy to care for, it’s a saving both on the wear and tear on personal garments and on the washing and laundering of them too.

So how does a company or organisation benefit from this process?

First, a uniform reveals something a company or business. It conveys an image that the organisation has chosen to adopt, and it displays that image in a way that works both up close and at a distance. If you see a person in a pin-striped suit carrying an umbrella, it conveys a different image to the same person wearing jeans and a hoodie. Organisations can typify themselves equally easily, depending on the garment they choose, the colours they select and the logo or other image that encapsulates their brand.

Polo shirts tend to be the default choice for workplace uniforms because they are unisex, culturally appropriate (as long as both long and short sleeved options are available) and come in a vast range of colours that can help shape an organisation’s identity.

While a corporate identity doesn’t just depend on uniform, the nature of the uniform can shape the identity of the organisation and the culture it develops.

With the bad news about retail sales over the past month, it may be time for many small businesses to design a strategy that uses promotional clothing to increase awareness and boost sales.

One of the easiest ways to win a good share of the Christmas spend is to offer something for nothing. Station a couple of temps outside your premises, giving passers-by a voucher for a free mince pie or glass of mulled apple juice. Set up the hospitality station in the heart of the shop or business, so that people have to walk right in to get their freebie and ensure you have good footfall with a couple more staff members giving away the food or drink and more guiding people back on a circular route through the space so that there isn’t a log-jam. Dress the temps and food servers in appropriate hospitality clothing such as branded aprons and caps trimmed with holly or tinsel so that their role is clear.

Alternatively, identify a local good cause and print some promotional T-shirts for your staff, including both your logo and theirs. Tell the press that you’re going to donate a certain percentage of every purchase over £100 to the charity and make sure you have posters and flyers so that customers know their spend is going to help the good cause. Make sure you issue a press release detailing the amount donated and featuring a picture of your staff in their promotional clothing. It gives you three chances at good publicity: through publicity for the event, during the event itself, and as a good news story after the event.