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For a long time, a rift existed between promotional apparel and retail apparel. The problem for many promotional apparel companies once was adherence to the supplier-distributor-end-user model meant distance from current consumer trends. One would not expect to see people wearing a promotional shirt outside of the event or company promoted, let alone to a party or restaurant. As technical capabilities and business models adapt, the distinction between give-away and must-have is blurring faster than vision at the aforementioned party.
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Cynthia T. Graham
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