In our 70+ years helping companies build their brands, we've noticed something consistent: businesses put a lot of thought into *what* they're putting their logo on, but rarely consider *who* will actually wear it.
The mistake we see most often is treating all branded apparel as a one-size-fits-all solution. A polo shirt that works great for your sales team at trade shows might sit unworn in your warehouse staff's lockers. What we've found is that the most successful apparel programs start with a simple question: "What would this specific group actually choose to wear on their own?"
Over the years, we've learned that fit, fabric quality, and style matter far more than logo size. When people genuinely like wearing the item, your brand gets seen. When they don't, it becomes an expensive donation to Goodwill. The companies that get this right treat branded apparel less like marketing collateral and more like a employee benefit; something people actually value.