Michał Matwiejczyk, National Sales Manager at Headwear Professionals, discusses what 2020 was like for Headwear Professionals, the changes in the company brought about by the pandemic, but also the changes in the product portfolio related to the challenges of the current situation and the future.
For Headwear Professionals, 2020 is a year of...
Despite the whole COVID situation, it was a good year for us. Paradoxically, the pandemic contributed to this. From one day to the next, the economy practically came to a standstill, and the event and advertising industries were halted, which caused a sharp decline in the demand for gadgets and promotional gifts. On the other hand, there was a huge demand for personal protective equipment, including protective masks. Thanks to the specific nature of our production and the technology we possess, we were able to quickly switch from producing promotional caps to protective masks. As time passed and people became accustomed to the new reality, masks, in addition to their protective function, also became an advertising gadget of the „new era”. Our quick adaptation to new needs allows us to conclude that it was a good year for us.
The biggest challenge for the company this year?
The biggest challenge this year, as it was for most companies, was adapting to the new economic and social reality. We had to quickly learn to operate and plan in a state of great uncertainty about the future. None of us knew how the pandemic would develop, or how new restrictions on the economy and business would be introduced. Planning production and sales was a major challenge – there was a shortage of many raw materials, customers demanded delivery „yesterday”, and the market quickly became saturated with cheap products of dubious quality. Fortunately for us, we came out of this situation unscathed.
The most important campaign?
Perhaps not a campaign, but a specific action. This year, we decided to focus on building marketing structures that had not yet been formalised in our company. We concentrated heavily on researching the needs of domestic and foreign customers. The result of these activities is the creation of a new website, which will be launched in the coming days. We have also developed a training and education plan, in which we will focus on providing our customers with knowledge and tools that will help them sell our products even better.
What new promotional items/advertising textiles have been added to your portfolio?
This year, our new products have been necessitated by the pandemic situation. We have introduced various types of protective masks (including cotton and non-woven, single-layer and multi-layer with Oeko Tex certificates). Thanks to our machine park, we were also able to brand these masks. In addition, we have introduced multifunctional scarves that can be printed on the entire surface of the fabric. Of course, we are still focusing on introducing new models of promotional caps, but that may be a topic for next year.
2021 – Your plans/challenges/goals?
To be even closer to the customer and their needs. To focus on building long-term relationships. As I mentioned earlier, we are now strongly focused on marketing activities and training and educational support for our customers. Operating in a state of uncertainty about the future remains a major challenge. It is difficult to plan trade fair appearances at the moment, as we can see that many events are being cancelled or postponed. The challenge for all of us is to adapt to functioning in a new social and economic reality.
The future of corporate gifts in 2021?
Currently, predicting the future is like reading tea leaves. One thing is certain – a new type of promotional gadget has appeared on the market. Various types of personal protective equipment have become popular gifts. It can be said that printed face masks are now standard, and every agency has such a product in its offer. However, there are several trends that are set to gain popularity. Many companies are now working remotely, with employees working from home – this is where I see a future for many gadgets that support working from home. ECO-friendly gadgets are also still a strong trend. We currently offer ECO products – e.g. a biodegradable cap. I wish myself and all companies in the industry a calmer future – in terms of everything related to COVID – and a dynamic future – in terms of the promotional gadget market and the needs that arise in it.
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Michael Matwiejczyk
National Sales Manager at Headwear Professionals. For seven years, he has been very successful in developing sales of promotional caps in Poland and Eastern Europe. Embroidery and various fabric marking techniques hold no secrets for him. Privately, he is a great enthusiast of cycling and all outdoor activities.
Interview given to OOH Magazine
