Been there, done that ... 61

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BEEN THERE, DONE THAT ...

And now, sell the T-shirt. T-shirts, like carrier bags, are And now, sell the T-shirt. T-shirts, like carrier bags, are walking billboards. If your designs are good enough and people like your brand, then they are happy to advertise for you on their fronts and backs. T-shirts are great souvenirs of an experience or a place, mostly because they’re so useful. People wear them, even if it’s under their shirts (which is how they started out, as underwear), to do the gardening or to sleep in. And most of us wear them for work or play a few times a week.

The idea Buying a T-shirt as a reminder of an experience has become such a habit that it’s even inspired satirical (if clichéd) T-shirts of its own: “Been there, done that, got the T-shirt” and “My parents went to London and all I got was this lousy T-shirt” – available in many variations.

London Transport will always concentrate on its main purpose, that of moving people around the capital, but they also keep a watchful eye on their intellectual property. Companies cannot use the London Underground map, or their roundel logo, or any variation on them without a license or their permission.

They also realised that a trip to London usually includes at least one ride on a bus, tube, boat or now a London Underground bicycle. And with the London Underground Museum right bang slap in the

middle of Covent Garden tourist central, they are well set to take advantage of merchandising their brand.

My personal favourites are the bags made from the leftover rolls of bus and tube seat fabric. I’ve one made from the former Northern Line fabric. Greetings cards use the artwork from historic London Underground posters are beautiful too. All those things spread the transport network brand identity way beyond London’s limits, including the very popular “Mind The Gap” T-shirts.

In practice • Selling merchandise can strengthen your brand position and make your customers happy, but make sure that it doesn’t distract you from running your main business. • People like to support events and organisations that they admire. You can produce your own, or license your brand to specialists, like toy manufacturers or publishers. • If there’s a market for it, you can also sell your branded merchandise through other outlets, and online.