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HSBC
01 The Opportunity
As the title sponsor for The World Match Play Golf Championships, HSBC had been looking for ways to capitalize on its investment through many different channels. One of those channels was merchandise. Their Private Client Banking Division World Wide looked at various merchandise programs that would allow HSBC to sell or distribute branded merchandise on site at tournaments or throughout its network of branches. HSBC understood the importance of delivering QDC (quality, different and cool) garments and products to their global network.
HSBC had to choose between the following two options:
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- Procure merchandise through well know golf apparel brands or through traditional aftermarket promotional channels.
- HSBC would essentially co-brand with these brands by sharing the embellishments on the garments.
- Although brand named merchandise, it would not be HSBC's own brand name merchandise.
- Garments would not be unique to HSBC but rather the end consumer could get the same garment at retail.
- A consumer could possibly receive the same garment co-branded with a competitor’s logo, as the garments would not be unique to HSBC.
- HSBC would pay pricing commensurate to co-branding with these apparel makers.
- HSBC would lose all ability to control design, style, sizing, packaging, etc.
- Utilize Thread to design and manufacture custom apparel and products.
- Start from the ground up and design merchandise from scratch to target a specific customer or market.
- Merchandise would be completely branded HSBC – from embroidery, to patches to labels to neck taping to hang tags to poly bags to boxes.
- Merchandise would be designed to fit their European market.
- Merchandise would have a color scheme integrated throughout the entire line of apparel and accessory products.
- The quality of merchandise would be unsurpassed.
- The pricing would be less than or equal to all competitor pricing.
- The merchandise would be completely unique to HSBC.
02 The Result
The decision became obvious. HSBC utilized Thread’s design, manufacturing and distribution capabilities to deliver merchandise that had the right “image and impact” to their target audience.
Thread created an integrated product line that encompassed a broad spectrum of golf related products. Everything from low cost promotional merchandise to high-end golf travel bags to men’s and women’s golf apparel all maximized HSBC’s brand and message.
The breadth of this product line is extensive. Delivery was made to multiple destinations under the tightest of deadlines and everything was executed flawlessly.
The program has been a great success and HSBC continues to order new and unique products for The World Match Play Golf Championships. Browse the HSBC product galleries to see some of the items and the branding applications that Thread has designed and delivered around the world.
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