In the field of branded merchandise, there's one primary looming obstacle that every business faces: perceived value. This obstacle can’t just be overcome by slapping a price tag on a product. Consumers are looking for an experience, an investment-slash-bargain, or both — something that reassures them, something that tells them they're getting more than what they're paying for. The goal? Ensuring that the perceived value of an item is equal to, if not greater than, its retail price. To break this down further: It's about convincing your customer that every purchase they make isn't just a buy — it's a steal.
Bundles: The smartest move to boost all metrics
Bundling is a key that can unlock greater profits, and it can do this across multiple product categories. Bundling is simply combining multiple products together at a moderate discount. Think of a shirt-and-hat combo, or glassware-and-insulated-tumbler duo. Instead of making customers pick and choose single items, bundling confidently creates a win-win environment where customers feel like they are getting a better-than-average deal even as you get a higher basket price. Even if consumers end up spending more, the collective value they feel they’re getting from a bundle often overshadows individual product prices.
And, bundling is also a great way to move customers cross category and integrate your brand into more touch points of their life. Take a shirt-and-glass combo: Instead of securing closet-only advertising, you now get the coveted cabinet space as well.
Mix decoration options and diversify your lineup
Variety is the spice of retail, and nowhere is this more valid than in the world of branded products, especially when bundling these products. Glassware, for instance, offers a world of opportunities. Embossed and haloed glasses aren't just glasses — they're conversation starters, aesthetic pieces that command attention (and justify higher price tags). And, when you're crafting merchandise, remember that you're not aiming for a universal fit. This isn't about appealing to everyone; it's about connecting with someone.
The design plays a critical role here. As Jen Hunt, who leads the merchandising efforts for Artisanal Brewing Ventures, astutely points out, "When it comes to communicating what a brand stands for, the best option is putting liquid to lips. Merchandise is second." Jen couldn’t be clearer: Make your merchandise count. It shouldn't just bear your logo — it should breathe your brand.
So, not only should you be making as many of your offerings as special as you can, but, when planning a bundle, consider ways you can draw a customer over to the bundle in the first place. Remember, per Hunt’s quote, above, customers likely came in for a beverage and a/or a meal. You need to catch their eye either as they wait or as they leave. Eye catching pieces like digitally embossed glass paired with a beautifully designed shirt will grab attention and bring customers over for a closer look.
Tags and those generic brands…
When it comes to custom apparel, let's address the elephant in the room — tags and their associated brand. In a world that craves authenticity, a generic brand tag can result in garments staying on racks. Some customers have a negative reaction to some of the more common brands routinely used for branded products. While these items are top quality, some customers believe that the items are inexpensive to produce and thus the markup is too high… The result is, wait for it: The customer feels the item is not a good value. The simplest way around this? Go tagless!
Many brands now offer tagless options to choose from. Better yet, why not screen print your own tag for a truly bespoke feel? Screen printed tags are a very cost effective way to make the item fully yours and impart more perceived value into the garment.
Another classic option for solving the value-price riddle is by selecting well-known name-brand items to decorate. Companies like Adidas, Carhartt, and Columbia have done the hard work for you of communicating quality — they have earned broad trust. Now, all you have to do is bring the style. Jen Hunt brings up a great point about perceived value through an insightful story:
"We offered a very nice, high-quality generic golf polo at an attractive price point, but it wasn't moving. When we switched to a name brand option and increased the price, they flew off the shelves."
Jen’s move wasn’t magic — it was savvy. Her team leveraged a premium brand’s power. Premium brands’ cachet is yours to use in the custom branding business — so use it to your advantage.
Presentation is everything
Every detail matters in retail. From the quality of the product to the way it's showcased, as you plan your layout, think about the last time you went shopping. Would you be drawn to a premium shirt carelessly tossed in a bin? Probably not. Presentation can reinforce perceived premium value. Stretching a shirt over a display frame is a quick win to improve your look over a simple hanger. The extra step communicates the extra effort applied, something that you wouldn’t have done if the item was of “low value.”
To take your display to the top level, consider modular display racks. Grandstand offers a fully customizable display unit that features moveable shelves and a variety of accessories like hanging boxes and apparel bars so you can adapt your display to your needs over time. With fully customizable backer boards, you can mirror your existing decor for a fully custom build look and feel.
Bundling is about taking charge
If you want more sales and greater profits, you have to make planned-if-bold moves. Bundling is one such move. And, it’s more than just a retail strategy — it combines strategy with intuition, market understanding, and a dash of audacity. Embrace the art and science of merchandising as you do in your day-to-day work — and let your brand narrative unfold.