Have you ever wondered how the humble trucker cap became a fashion icon when it was branded with the Von Dutch logo?

This is one of those success stories that seem to be too good to be true but prove that promotional products can be used in such a way that they become the fashion of the day.

This article focuses on some fundamental marketing strategies and illustrates that the key to success is to know your market and how to influence it. The creators of the Von Dutch cap were able to identify that the easiest path to it’s young market was to first recruit influential celebrities and have them be seen to create the new trend by wearing a new style of cap.

Any number of promotional products can be used in the same way as long as the appeal of the product and perceived value to the recipient is considered. Knowing your target market and doing the correct research prior to launching a large scale promotional campaign will assist in identifying what is important to your potential clients and how to best select products that will appeal to the particular segment.

Studies have shown that the demographic age group of 18 to 34 year old’s are the most targeted group in terms of advertising. This generation mainly revolves around fashion labels, celebrity icons and popularity. So the next time you think about targeting this segment why not hand out something that they would use, wear and keep forever?
Most people in the fashion industry have heard of the famous ‘Von Dutch’ Trucker Hat. To give you a background on how the famous hat began Mr Christian Audigier is a French fashion designer and entrepreneur. Born in Avignon, France he has created big labels such as Diesel, LEE, Liberto, Kookai, Von Dutch and Naf Naf. In 2002, Audigier was employed as Chief Designer at Von Dutch.

The name Von Dutch came from Kenneth Howard, a custom-car painter who worked under the name of Von Dutch and had passed away in 1992. Audigier created the Von Dutch signature and blew it up on the front of a ‘mesh cap’ now known as a trucker cap. Originally the same Von Dutch trucker cap was just another style of cap in the promotional apparel range; however one simple design made it a well known fashion material which is still famous 6 years later.

The reason why this product still exists and is still so popular is because it was targeted directly at the younger generation and celebrities. Audigier used his intelligence to figure out what would trigger the young demographic to purchase his Von Dutch cap and that was to market it through famous celebrity icons. After the Von Dutch cap was produced Audigier handed the caps out to the current generation of hot young stars like Ashton Kutcher , Britney Spears, Paris Hilton and Justine Timberlake. The caps became a fashion trend and today Aduigier admits that he still sells 1,000 caps a week.

Another example of a promotional cap that has taken the fashion industry by storm is the Director Cap now known as the ‘LA Dodgers Cap’. Stars such as Hip Hop and Rap celebrities are seen wearing the caps as their everyday piece of clothing. Funnily the younger generation will notice this as a term of conformity and will adapt it to their everyday lives. Like the Trucker Cap, the LA Cap till today is still extremely popular due to the fact that it was aimed at the younger, fashionable, stylistic generation.

Overall the value of Promotional Products is dependent on what you make of it. With innovative ideas along with discovering the right target market companies will create not only exposure to your branding but also generate a demand to have your merchandise.

Phone: 02 8205 1334

E-mail: enquiries@jempp.com.au

(Courtesy of JEM Promotional Products)

If you have any questions relating to promotional products, or need assistance in choosing corporate gifts, please don’t hesitate in contacting us. JEM Promotional Products
Phone: (02) 8205 1334
E-mail: enquiries@jempp.com.au
Website: www.jempp.com.au