NEW SCHOOL
A student body of informed consumers with a social conscience is reshaping the promotional apparel market
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The current college consumer is also a more savvy shopper than his or her predecessors. “I think the student buyer is more sophisticated,” Reed said. “They want quality.” Reed attributes this demand on products to the promotional industry catching up to retail trends. As the gap closes, people are holding promotional products to the same standards as retail products. Students are “shopping at The Gap, Abercrombie and Hollister,” Reed said, and they enter the college bookstore “looking as if it were the same quality.”
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- Companies:
- Boardroom Custom Clothing
- People:
- Byron Reed
- Jason Neve
Laurence Liss
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