How to Effectively Sell Decorated Apparel and Accessories to Construction Companies

t's no surprise that construction is a major contributor to the U.S. economy. In Q1 2023, there were over 919,000 U.S. construction firms. The industry employs 8 million people and creates nearly $2.1 trillion worth of structures each year. That’s why this sector offers print shops an excellent opportunity to pitch and sell decorated apparel and other products to construction buyers.

"We're not just in the business of decorating apparel," says Marshall Atkinson, business consultant at Atkinson Consulting and Shirt Lab Tribe. "We're here to solve problems. The focus should be on providing durable, practical gear that meets the construction industry's rigorous demands."

For construction companies, having the right gear is key to keeping workers safe, comfortable, and productive. High-visibility clothing, durable outerwear, and other apparel need to meet strict standards and handle daily wear and tear, plus stand up to the elements. Get ready to seize the opportunities this market offers and equip yourself with the strategies you need to succeed in selling to construction companies.

A Wide Variety of Apparel for Construction Firms

From durability to comfort, the apparel you offer to construction companies must hit a list of requirements to keep workers safe and productive.

Uniforms:

Logoed polos, collared shirts, and t-shirts create a cohesive and professional look for everyone in a construction company, from office staff to job site workers. These garments enhance the company's image, promote unity, and foster a sense of belonging among employees. "With multiple crews out each day, it's important to maintain a consistent and professional appearance," says Atkinson. "Quality uniforms help align the employees’ image with the company's high standards on the job site."

Durable, comfortable, and easy-to-care-for garments ensure everyone looks their best both in the office and on the job site. "We typically sell collared shirts and t-shirts to construction companies,” says Jane Swanzy, owner of Swan Threads, who sells to many larger construction firms."

"Some customers also like to have current retail-trending shirts on hand for special events."
- Jane Swanzy, owner of Swan Threads

Durability:

‍Workers need apparel that can withstand a construction site's physical demands and sometimes harsh conditions. This includes clothing made from heavy-duty materials that resist tearing, abrasion, and frequent washing. Durable work pants, often made from canvas or denim and reinforced with extra stitching, are designed to endure the wear and tear of a construction site.

"We get requests for heavy-duty canvas wear for outdoor construction in jackets, overalls, vests, and cargo pants."
- Carolyn Cagle, owner of Strikke Knits Embroidery

Safety-focused:

‍Clients look for apparel with built-in safety features such as high-visibility elements, flame-resistant materials, and protective padding to keep workers visible in low-light conditions and high-traffic areas.

"Safety standard compliance, materials, and performance features are what most construction companies want," Swanzy says. "We sell a lot of safety vests and high-visibility t-shirts."

Weather-resistant:

‍Construction workers need apparel that protects them from rain, wind, and extreme temperatures, like weather-resistant gear like waterproof jackets, insulated gloves, and thermal wear for colder environments.

"Sun safety is also important, so offering performance wear and UV-safe clothing for outdoor heat work is a must in this market. They also like canvas hats, mesh-back caps for cooling, or hats with a sun drop at the back to protect the wearer's neck."
- Carolyn Cagle, owner of Strikke Knits Embroidery

‍Providing brands like Columbia or DRI DUCK to construction companies is a smart move because they're known for durability and quality. Construction clients value these brands for their ability to withstand tough conditions, ensuring comfort and longevity. The recognizable names also instill confidence in their performance and reliability, making them a top choice for outfitting their workforce.

Comfort and functionality:

‍Workers often spend long hours in their gear, so they want breathable fabrics, moisture-wicking properties, and ergonomic designs that allow for a full range of motion. Practical elements like multiple pockets for tools, adjustable straps, and easy-to-clean surfaces are other important considerations.

"They also look for shirts available in larger sizes from 4XL to 8XL," Swanzy says. "There are some big guys who work in construction and need bigger shirts."

Functional and Fashion Forward

While functionality and safety are still top priorities for construction buyers, there's a growing trend toward more stylish workwear. Employees now want apparel that blends safety features with modern designs. Younger people entering the workforce, who value aesthetics and practicality in their work attire, are also driving this shift. "If you can offer trendy, well-fitting, and visually appealing options without compromising safety, you'll likely see increased demand," Atkinson says.

Construction companies also recognize the benefits of fashionable workwear in promoting their brand image and boosting employee morale. Workers who feel good in their attire are often more confident and motivated. As a result, there's an emerging market for workwear that meets stringent safety standards and aligns with current retail trends from brands like Dickies, offering an appealing blend of performance and style.

"Construction companies are serious about their image. They invest in quality uniforms because they know looking good is part of their professional appeal when driving $100K wrapped trucks or managing high-net-worth job sites."
- Marshall Atkinson, business consultant at Atkinson Consulting and Shirt Lab Tribe

In Cagle's experience, hats are a universal must-have for construction workers.

"Many men are picky about their hats and want a certain brand and feel. They'll wear them all day and even on date nights, so offer a variety of styles and provide extras for them to keep at home."
- Carolyn Cagle, owner of Strikke Knits Embroidery

What to Pack in Your Pitch Deck

Understanding what to pack in your pitch deck can make all the difference in winning over construction clients.

1. A whole range of products:

Showcase the range of apparel you offer, highlighting how versatile they are for different roles and conditions that your construction clients encounter daily.

“They want to see that you have access to the brands and apparel styles they like, plus access to larger sizes. Availability and deep stock are also important to these clients.”
- Carolyn Cagle, owner of Strikke Knits Embroidery

Highlight any unique or innovative products that set you apart from competitors, catering to specific needs like extreme weather gear or advanced protective wear for dangerous job environments.

"Construction apparel needs to adapt to the seasons. Print shops should provide year-round solutions from lightweight, dry-fit shirts in the summer to durable hoodies and jackets in the winter."
- Marshall Atkinson, business consultant at Atkinson Consulting and Shirt Lab Tribe

2. Product safety features:

‍Highlight your apparel's durability and safety features. Use specific examples and data to demonstrate how your products can withstand the rigors of a construction site and keep workers safe to . This builds credibility and reassures clients that your products meet industry standards. "Worker safety and visibility isare so important," Cagle says. "Fire-safe apparel like long-sleeve shirts, t-shirts, and pants are key for electricians and welders."

3. Pricing:

Show "better" and "best" items and emphasize how investing in higher-quality apparel can save these firms money in the long run by reducing replacement costs and improving worker efficiency and safety.

"Pricing usually isn't an issue for these companies, but at the same time, I also offer 50/50 budget-friendly t-shirts for daily disposable wear and promo giveaways."
- Carolyn Cagle, owner of Strikke Knits Embroidery

4. Decorating methods:

‍"You should know how different items take decoration, whether it's embroidery, screen printing, sublimation or a heat-press printing," Cagle says.

5. Service:

‍"Being willing to produce smaller quantities and offer a quick turnaround is important for construction firms," Swanzy says.

Another important aspect is offering corporate stores where managers and employers can easily order apparel and other products. "By setting up online stores for construction companies, we streamline their processes, making us their go-to solution," Atkinson says.

Savvy Decoration Tips

Cagle emphasizes investing in quality tools when working with heavy-duty clothing like Dickies or DRI DUCK outerwear.

"When embroidering on heavy-duty clothes, I charge extra for the left chest area as there is a ton of stuff to work around. Invest in a magnetic hoop if you will do many of these."
- Carolyn Cagle, owner of Strikke Knits Embroidery

For the backs of heavy workwear garments, Cagle opens the bottom seam before embroidering and then sews it closed. This technique keeps the stiff feeling off the back for added comfort and provides better registration on high-detail logos. "Yes, I charge extra for this, and not one of my customers complains since they appreciate the quality," she says.

Cagle also upsells her clients to decorate the fronts and backs of shirts, hoodies, and jackets so branding is visible from all angles. “I get a sale every time with a left crest logo and then a full-back logo," she says. “However, these workers want to be comfortable, so I don't put too much ink on the back."

Smart Product Add-Ons

In addition to the usual high-visibility vests and durable pants, there are several other product opportunities in the construction market. Providing multi-functional tools and gear bags can help organize and protect valuable equipment. "Construction workers need more than just uniforms," Atkinson says. "Providing items like lunch boxes, duffel bags, car magnets, and yard signs helps meet all their practical needs on the job."

Swanzy always keeps coolers, drink tumblers, and flashlights on hand for construction clients. Here's a quick list of the most-requested items your clients might ask for:

●      Lunch coolers and drinkware: Keep workers' meals and beverages at the right temperature throughout the day.

●      Gear bags: Durable duffel bags and backpacks are great for carrying and organizing tools and personal items.

●      Flashlights and multitools: Stock these handy items for tasks that require additional light and versatile tools for quick fixes.

●      Car magnets and yard signs: Ideal for on-site branding and advertising, these portable items make it easy for workers to promote the company.

●      Safety glasses: Protect workers' eyes from debris and hazardous materials.

●      Insulated gloves: Keep hands warm and protected in cold weather conditions.

●      Performance socks: This accessory can keep workers more comfortable during long shifts.

Offer Tailored Solutions for Construction Sales Success

Swanzy points out that you should approach the vice president of construction, project manager, or HR rep about selling construction apparel and gear.

"The guys working on the job site aren't the decision-makers. If you visit a construction site, note the subcontractors. They almost always have a logo on whatever the guys are wearing so you can easily identify them and contact the company."
- Jane Swanzy, owner of Swan Threads

Understanding the specific needs of the construction industry helps print shops provide the right apparel and accessories that offer both functionality and safety. By offering high-quality, tailored solutions, you can support construction companies in creating a cohesive and efficient workforce, ultimately contributing to their success on the job site.

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