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Why, When And Who Wears A Polo Shirt?
Posted By: Kashif* on 1/23/2007 4:26 AM (CST) 250 Points
Hi,

I am currently working on advertising campaign for our Polo Shirt brand. Need to know who are my target audience? The question is so simple.

Please list:

Who wears a Polo Shirt, why and when?

Thank you,

Kashif

Posted by: nuno.petinga Member Response
1/23/2007 4:43 AM (CST)
Young and Urban Men, that have a sporty way of life. Or young and urban men that need to have a sporty image outside their jobs, so using iton their free time.

They use it because it is simple to wear, it is not as hard to put as a Tie, for example.
 
Posted by: Kashif* Author Response
1/23/2007 5:02 AM (CST)
Great!

Polo Shirts are used more often in sports. But do you think they are limited to this use only and has nothing to do with work?

Also, can you please list type of sports where Polo shirt is a priority dress, like Golf...

Thank you,

Kashif
 
Posted by: Emi_C Member Response
1/23/2007 5:15 AM (CST)
I think it would be easier, and more beneficial, for you to pose this question to your friends, people at work, people in the street, shoppers in department stores, students, sportsmen, professionals and etc. Go out and ask them, ask them if and when and why they wear polo shirt or if they would like to wear one, why and where?
We can list down categories of people who wear them but this would not be conclusive. Perhaps some people would like to wear them but they dont for one or the other reason, perhaps they can't afford them, perhaps they have some misperveived notions about polo shirts. Can you change someone's opinion, perception and etc.?
I dont think polo shirts are used only in sports. There are lot of casual CEO's who wear polo shirts at work or on a casual day out. Of course it is a premium designer brand but its still a polo shirt.
Some people may wear them exclusively at certain kind of events and some may wear them all the time.
You can get dozens of opinions here on this forum, but hundreds, more conclusive and detailed ones, if you go out and talk to people.
My perception is that polo shirts are worn by anyone who is not overly trendy, prefers casual, elegant and classic style, men or women of any age.
Regards,
Emi
 
Posted by: ASVP/ChrisB Member Response
1/23/2007 5:32 AM (CST)
Kashif

Where (geographically) are you intending to run this advertising campaign?

Your profile gives no clue about which country you work in.

I don't think Polo shirts are limited to young men. But in Australia it would be rare to wear one to work. Unless you are a waiter, or a pro golfer, perhaps.

I wear a polo shirt with jeans when I want to dress up more than a t-shirt, but not as dressy as a long-sleeved shirt. I wear polos with shorts in Summer when it's hot.

I guess they are interchangeable with t-shirts, when you want to look a bit dressier. The collar lends a little bit of formality. I probably have 8-10 polo shirts...

Hope that helps.

ChrisB
 
Posted by: Kashif* Author Response
1/23/2007 5:47 AM (CST)
Thanks Chris,

We are located in Pakistan and our target markets are US, Canada, Australia and whole Europe. The brand is a kind of new idea and we are focusing on event planners (along with others) and people who need a uniform, be it for school or work. We will be delivering them Polo Shirts with their own logo embroidered on them, if they wish to do so. But I just want know more that what other may be the uses.

Would welcome your suggestions.

Thank you,

Kashif
 
Posted by: Frank Hurtte Member Response
1/23/2007 7:15 AM (CST)
Based on my personal observations rather than a scientific study...
The polo brand is worn by primarily white, upper middle class, ages 35-55. It would seem to me that a messurable percentage of the business carries a second company logo. Clothing provided with the Polo brand is considered to be a step above other brands, so often Polo brand shirts are aimed at executives while lesser (and cheaper) brands are provided to low end workers.
 
Posted by: Kashif* Author Response
1/23/2007 7:33 AM (CST)
To be more specific in our discussion, I would like to add following information for my fellow marketers;

Some more information about the problem;

Let me further clarify that the brand I am talking of is NOT actually the Polo Ralph Lauren itself. Polo is just a style to stitch the garment that any factory can manufacturem like we are doing.

Therefore, the best direction to move on may be that the Polo Shirts are knit apparel, not woven. They are specifically stitched to give a certain look named as "POLO" style having collar, placket, buttons, and slits that differentiate them from regular Crew Neck Tee Shirt.

They are easy to wear and comfortable, but they might have specific uses like uniforms, golf sports and giveaway items etc.

Would appreciate your suggestions.

Thank you,

Kashif

 
Posted by: Emi_C Member Response
1/23/2007 8:41 AM (CST)
You are saying that your target markets are USA, Europe, Canda and Australia...all of which are already over crowded with polo like shirts. In fact it has become almost impossible to differentiate between a Ralph Lauren Polo and fake ones. Not to mention other European and American brands which sell similar style of shirts. How do you plan to enter these markets without a brand? What is your competitive advantage? You seem to know what you want to do but you are stuggling with segmenting your market. Shouldnt have this been one of the first things to do? Have you done a research which says that there is a gap in these market for another polo like shirt brand? If your advertising campaign is targeted at these markets then I would suggest you hire an international advertising agency, that also acts locally, to consult you on what should be the focus of your campaign.
Regards,
Emi
 
Posted by: tdbill Accepted Answer
1/23/2007 9:08 AM (CST)
As the business world (atleast in the USA) has moved to a more casual business environment, Polo shirts have become the staple of business casual attire. I would market directly towards the young professional. When it is warm you see many young men wearing Polo shirts to work. I live right next to the headquarters for a fortune 10 company. You see people in Polo shirts by the 1,000s.

I would target that population for two reasons. First, many older men are still not comfortable wearing something that casual to work so go for the younger professional. Second, if you get acceptance from the younger crowd, you will have longer term customers.

If you are looking to market them as promotional items, I would start with promotional companies. There are many companies that make their living embroidering shirts and other clothing. Try to get those companies to pick up your line of shirts for their catalog or promotions.


If you want to sell them as uniforms, you need to have a corporate sales person and or catalog. You have to reach the businesses that use uniforms. For instance, I have talked with a business in town that sells their line of uniformed clothing into a major auto manufacturer. That gives them steady annual sales and allows them to go out and approach other companies.

I hope I am of help.
 
Posted by: Papadoc (Steve)* Member Response
1/23/2007 12:46 PM (CST)
The answer to your question is... don't try to define your market tightly. Polo shirts are worn by males in all professions, age 25-65, and in some capacity of their lives. Not everyone, but most will. Blue collar workers don't wear them on the job, but they will at home. Older men won't wear them to work, but they will at home. it might not be the most popular trend with 20-25 year olds, but many are raised wearing them and will do it forever.

If you tie down your market, you end up competiting with those 50 other brands out there when by hitting the fringes, you might actually find a niche that they have been ignoring.

Many are missing a huge and growing corporate market. Most big box retail outlets such as Best Buy, Lowes, Home Depot and even fast food franchises are using them as uniforms. If you have the ability to add logos, you might find an available niche here. There are many up and coming chain stores that aren't tied in with anyone yet.
 
Posted by: charles.stannard Member Response
1/23/2007 11:02 PM (CST)
I have a ton of polos - 30's, white, urban, male - and I like them because they are safe and easy - and perfect for a business, casual workplace. All colors go with khaki pants.
 
Posted by: Kashif* Author Response
1/23/2007 11:16 PM (CST)
Phew! this is blowing my mind. A lot of ideas...

Very useful ideas and discussion, but I guess, we should advance towards an end.

my brand website is www.myimageplus.com. Please have a look and help me find a niche based on our USP which is "Factory Direct Price"

Thank you,

Kashif
 
Posted by: tameemqazi Member Response
1/25/2007 1:45 AM (CST)
Bingo! "Price" is the magic word here.

Kashif! Two questions:

1- are you targetting low end workers 'only'? If so, what is your price offering for them?

2- Have you done research on your competitors? what competitive adavantage do you have over them?
Is a competitive price your USP?
 
Posted by: Kashif* Author Response
1/25/2007 2:05 AM (CST)
Thanks Qazi,

1. No, we haven't set targets based on income class because an event planner might wish to order for just one event which is due in his company next month, despite the fact that his buying power is not that low. He would always go for cheaper solutions if he has high ordering frequency due to continuous demand for such clothing. We will be adding some value added styles shortly.

2. Our competitors are most of the corporate uniform traders/sellers in our target market (mentioned in above answers above). Since we are the manufacturers ourself, our competitive advantages are the Factory Direct Price and low order quantities, variety and so on. You can visualize a difference between a middle man and trader and a direct manufacturer.

Our USP is Factory Direct Price which is definitely going to be a competitive one.

Please let me know if you need more information.

Thank you,

Kashif
 
Posted by: Ann Sheehy Member Response
1/26/2007 3:18 AM (CST)
Hi Kashif,

In one company we developed a Service Team and gave them all very smart outfits including black polo shirts embroidered with their new logo. They looked terrific and we got press coverage by taking slick photos of the team. You could target all corporate wear companies with your advertising, HOWEVER, your website does not show one single polo shirt with a logo on it!!! Even one page says "see how good your logo can look" and two women are pictured wearing lovely polo shirts but there's no logo on them. You need to get examples - do up a few samples to demonstrate the quality of your stitching etc. and put these on your site. Also perhaps that would show ideas for the positioning of the logos. We put ours on the left breast and also on the short sleeve.

By the way I'm European and would advise that Polo shirts are seen as acceptable casual day office wear as opposed to the average t-shirt.

They are also worn by many sports people including yachting, hiking, fishing, hunting, and of course golf but I would suggest that many of these sports already have their preferred brands e.g. sailors have Musto, Henri Lloyd etc. I'm afraid you really need to do more research as these markets are well saturated. You also seriously need a USP. All other sportswear companies offer the compelling reasons why you buy their brand over someone else's.


Ann
 
Posted by: mschlossberg Member Response
1/26/2007 3:54 PM (CST)
If you are selling a polo shirt maybe the best market are companies. every year i have to buy a large volume of polo shirts for trade shows and to put corporate logos on. I get numerous catalogues full of polo shirts to put my logo on. Finding a quality shirt that is not see through for men has been quite a challenge.

I find that most men i know who are fashionable do NOT wear polo shirts.

good luck. sounds great.
 
Posted by: Kashif* Author Response
1/27/2007 12:28 AM (CST)
Thanks ann and mschlossberg,

We actually launched imageplus for such corporations which might need Polo Shirts (or our other garments depending upon various requirement levels and types). Your comments proved to be like a confirmation that we were right in our decision. Thank you.

Since, according to our findings, there's no verifiable research data available in the market that can tell us about consumer behaviour in clothing, especially for knit ones, therefore, the main decision factor was our experience in this industry. And of course MProfs too ;-)

However, I would be grateful if you could suggest a research source that we might have overlooked.

Thank you in advance.

Kashif
 


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