Putting Some Thunder into Your Message
A lot of the items we have talked about in the past weeks are similar to other items offered by the various manufacturers. Duplication is the most sincere form of flattery and in the ad specialties industry it happens all the time. It is nearly impossible for a manufacturer to spend the dollars required to patent every product they come out with as so many will be failures they would all go broke trying to keep a thumb on every product they launch. As a result usually within six to nine months of a product becoming a success there will be an instant duplication of ideas.
This is true with the Big Thunder Tote which was the first polypropylene tote in the non-woven category to arrive a few years ago. The product comes from Bag Makers out in Illinois and enjoyed a meteoric rise in the industry. Due to their smaller size they were able to slide through in the shadows for about a year before the larger players in the industry figured out how hot a product it had become. There are many knockoffs but as of yet none have supplanted the original in sales or following among customers. The only issue with the original was the size, some customers felt it too large and there was an immediate need for an item at a slightly lower price point. Along came the Little Thunder Tote which trims a few cents off the original but is also considerably smaller. This fits the profile of the type of item that would be given out at a convention where massive quantities are given away. Both of these totes are made from polypropylene but Bag Makers has taken it a step further by using recycled materials in the bag. Although technically they would fall below the threshold to be considered “recycled” which is usually 50% the fact that they contain some recycled content is admirable. By using these materials in lower quantities than 100% recycled they guarantee the same durability and long lasting capabilities of fresh products. They took a slightly different approach with the Ultimate Series Tote Bag in using non-specified or origin unknown original material but in building a pseudo product that fits between categories. This item can be used as a shoulder bag, a regular tote or even a carry-all. They have hit it out of the park in popularity and have an impeccable reputation within the industry and among loyal customer base.
It is good to see so many manufacturers rolling out new products for the spring as the news continues to deteriorate in the U.S. economy. Retail sales fell flat in March which is no surprise to any of you that own shops that deal directly with consumers. What is very concerning about this number is the proximity to tax refunds. Many will already have gotten refunds if not directly from the taxing bodies they may have used front services from H&R Block and others that put the money up for the return at a huge annual percentage rate. Either way that money should have been flooding into the economy in March and was not. Usually Earth Day and the associated increase in economic activity surrounding the awareness of Earth Day help to spur some sales. Alas it would appear we too are reflecting on the good times now gone and that growth in the economy as a whole will be slow as our economic miracle continues to be a mirage.
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