February 2008

Spa Inspired

Of course you know spas and resorts purchase logoed spa apparel and accessories – robes, slippers, towels, totes and more. But who else is buying this stuff? Here are seven markets that are buying spa apparel and add-ons.

By Elaine Wong

When it comes to spa apparel and accessories – you know, plush, white robes and towels, sweetly scented soaps, candles and hair wraps – think about your typical clients. Hotels, resorts, casinos and other exotic, travel-themed destinations, because these are the types of customers who’ll most likely need these products, right? Now, let’s get creative. From cutesy children’s boutiques to airline gift stores to upscale hair and tanning salons, there are plenty of additional selling opportunities out there as far as spa wear and cool ad specialty add-ons go.

1. Hair and tanning salons
The pitch: Loyal customers deserve a free gift every once in a while, right? Otherwise, they might as well go somewhere else to have their hair styled or their tan sprayed. As an incentive, salons can offer their top clients a comfortable pair of slippers or

hand towel once they’ve spent a certain dollar amount. Giveaway items such as these should be embroidered with the salon’s logo to help the recipient connect with the brand, says Jennifer Parkinson, an image consultant who owns Look Consulting International. For example, you could recommend your client “go with tropical-colored hand towels and embellish them with embroidered flamingos and coconuts and palm trees,” she says. And of course, the spa name and/or logo should be prominently displayed or artistically integrated into the design.

Why it works: Not only will customers feel appreciated, but they’ll also be encouraged to spend more money to hit the next giveaway mark. To make them feel extra special, tell salon owners to offer the same (and additional) items as merchandise for sale. “By selling the products at retail, you’re establishing what the value is – and it’s usually a high perceived value,” says Dan Jellinek, executive vice president of sales and marketing at distributorship CorpLogoWare (asi/168827).

If they like this, then add on: Consider pitching candles or aromatherapy products such as incense sticks, Jellinek says. Or a tote bag or cosmetic pouch for holding lotions and makeup, Parkinson says. Another idea, says Clare Spiegel of image consultancy firm Your New Image, is to ask the salon owners whether they need business cards, gift certificates or thank-you notes. “A lot of places aren’t totally pulled together and need your help,” she says. “The person who owns the shop is so busy sometimes that he or she doesn’t take time to do proper marketing.”

2. Children’s boutiques
The pitch: You want to create a tight, cleverly put together apparel and accessories presentation, Spiegel says. If you’re selling to a store that carries girls’ sizes 3-6X, for instance, distributors might present a dusty peach and warm brown warm-up suit, stretchy exercise pants, a sleeveless tunic and several T-shirt tops together, all hung on custom satin-covered hangers. “They have to be in the same color combination so it creates a little group,” Spiegel says. If embroidery is in the budget, try decorating the shirts with expressions such as “joy” or “love.”

Why it works: “The buyer needs to be blown away with the presentation. It needs to be so unique and targeted to her

business that she says, ‘Yes, I have to have that,’” Spiegel says. The buyer knows her store has to offer customers unique products, or someone else will. “You might say, ‘I’ll make a deal to offer it to you and no one else within a 10- or 20-mile radius,” she says. Plus, if the boutique adds its logo in tone-on-tone embroidery at the nape of a garment neck, on a sleeve hem or on the bottom hem, it can start creating demands for its particular clothing.

If they like this, then add on: Show your boutique clients a small overnight bag that Susie or Joey can take with them when they go visit grandma or a friend. “Pink is always hot for girls and navy blue or black are good choices for the boys,” Spiegel says. Soft, plush slippers and hooded towels, embroidered with “little boy” or “little girl” also make for sweet gifts, Parkinson says.

3. Hospital maternity wards
The pitch: What newborn and his proud mom would turn down a too-cute-for-words gift basket, courtesy of the hospital? Are you thinking what we’re thinking? A soft, lightweight and washer-friendly robe for tired mothers? “It would be a fabulous gift for a new mom,” Spiegel says. Along with the hospital’s logo, possible embroidery slogans might read “Lucky Mom,” “I love my Mommy” or “Super Mom,” Parkinson says.

The infants, on the other hand, could certainly use a burping towel with the words, “Oops!” or “Oh, that felt so good.” Or how about a baby pillow, maybe something embellished with a leaf or butterfly or a couple of Zs across the center, with the hospital logo worked into the design? “These images evoke calmness, youth and joy,” Parkinson says. Instead of pink for girls and blue for boys, opt for a pale green, yellow or lavender, as these colors are more generic.

Why it works: “Today, people have choices for where they want to give birth,” Parkinson says. “Parents will go to the place that’s the most caring, creative and attentive. You want the memory to be a wonderful one, and a basket full of logoed gifts will make them recommend this hospital to their friends.”

If they like this, then add on: What about body creams, baby body wash, shampoo, imprinted combs, brushes, and rattles? And don’t forget diaper bags, a baby blanket or tiny slippers or a hat. The possibilities seem endless, don’t they?

4. Fitness centers and gyms
The pitch: Been hitting the gym a lot lately, now that it’s the New Year? If so, did you notice whether they gave out free towels to all of the members? If not, what are you waiting for?

If the fitness center’s already got a “one-towel-per-person policy,” don’t fret. We’ve got another bright idea for you. What about towels and spa baskets as promotional giveaways? For example: Refer one member, and get a shower towel; get two guests to join, and receive a nice, plush robe; get three guests to join and you get a $50 spa gift basket.

“When people work out, they’re most likely going to shower and change at the gym before they head to work,” Jellinek says. “What better product to give them than a nice robe to put on and slippers for their feet, especially if it’s a community-type of shower?”

Why it works: “The gym is all about getting healthy and feeling rejuvenated, so you want to give them products that will help achieve that feeling,” Spiegel says.

If they like this, then add on: Why not bring it up a notch and recommend the fitness center offer a complimentary spa or massage service once a member has referred five, 10 or 15 new members? The reward package could include a logoed robe or lounge pants and a soft tee. Or, at the energy counter where the gym sells water and smoothies, suggest they sell logoed waist packs that have goodies such as a protein bar or sports drink in them.

5. Bath and beauty stores
The pitch: Since people go to beauty and bath stores to buy items to pamper themselves or their loved ones, what better businesses to target with higher-end imprintable items? Ad specialty items such as sturdy wooden brushes, eco-friendly canvas totes and a manicure set (nail file and scissors, for example) can all be labeled with the store’s name and Web address, Jellinek says.

Why it works: Branding anything from a simple nail cutter to a loofah makes for better advertising. “It also sends a subliminal message,” Jellinek says. “‘For example, I’m putting on this robe from Bath and Body Works and now I’m going to associate that retailer with feeling good, quality or comfort.’”

If they like this, then add on: Take a look around and see

what other products you could possibly imprint, and give it a shot. Who knows? They might just give you the thumbs up.

6. Associations and corporations
The pitch: Associations often host conferences. And corporations often have off-site employee meetings or retreats. And what better way to welcome attendees than with totes full of towels, flip-flops (make sure they’re high quality), scented creams and a travel candle?

Why it works: Treats such as these will get participants in the mood for teambuilding exercises, learning new skills and concepts, and of course, networking.

If they like this, then add on: Make sure you also slip in a CD filled with soothing tunes to make those sweet dreams come a bit faster, Parkinson says. A travel or regular pillowcase or two would also be nice, in case, for example, recipients are squeamish about using the ones the hotel provides.

7. Airline boutiques
The pitch: We’re all on the go and we don’t have time to pack, right? So a convenient, luggage-friendly package, containing a pillow and blanket, and maybe even slippers, would make for happy and smooth traveling – and would be a gift any airplane-weary jet-setter would love to receive or purchase.

Why it works: It’s prepackaged and contains all, or nearly all, of a harried traveler’s overnight essentials, so what time-pressed frequent flier wouldn’t at least give it a look-over?

If they like this, then add on: Try selling the boutiques a mini travel kit with mouthwash and aqua-colored, lavender-scented calming spray, Parkinson says, as the air can get quite dry while flying high in the skies. In that case, a small sample of body cream probably wouldn’t hurt either. (Just make sure it fits the 3 oz. rule or airport security might throw it in the trash!)

ELAINE WONG is a staff writer for Wearables. Contact: ewong@asicentral.com.