How to Plan Merchandise for a Product Launch

Plan launch merchandise as part of the product launch, not as an afterthought. Start by deciding what the merchandise must achieve, who will receive it and how it will be distributed. Then work backwards from the launch date to confirm artwork, samples, quantities, production, packaging and delivery.

1. Define the purpose before choosing a garment

Merchandise can support several goals, but each calls for a different plan. It might introduce a new product, reward early supporters, create content for social media, outfit a launch team or generate sales through an online store. Write down the main purpose and one or two secondary purposes before requesting quotes.

Ask:

• Is the merchandise free, included with an order or sold separately?
• Will people wear it in public, at home or mainly at an event?
• Does it need to communicate the product name clearly, or should the design feel more subtle?
• How will success be judged: distribution, sales, repeat use, customer feedback or visibility?

A clear purpose helps prevent over-ordering attractive items that do not suit the launch or the audience.

2. Understand the audience and setting

Think about the people receiving the merchandise rather than designing only for the internal team. Consider age range, sizing, climate, work environment, lifestyle and likely expectations around quality. Australian launches may involve very different conditions, from a summer outdoor event to a winter release shipped across several states.

Resolve practical questions early:

• What size range is genuinely needed?
• Will recipients prefer a relaxed, standard or fitted cut?
• Could the item be worn in hot weather, layered in winter or used outdoors?
• Are there any requirements for modesty, accessibility or workplace suitability?
• Will the audience value durability, softness, low maintenance or a lower price?

If you do not know the audience’s preferred sizes, avoid guessing confidently. Offer a size-collection process, use a broader size range or choose a non-sized item for part of the order.

3. Select garments for use, not just appearance

Compare garments by fabric, weight, construction, fit, colour availability and care requirements. A good-looking sample is not automatically the best launch item. Heavy fabric may feel premium but be uncomfortable in warm weather. A light garment may be easier to wear regularly but show marks or print-through more readily.

Check whether the chosen item is suitable for the decoration method and artwork size. A large front print may work on a relaxed shirt but feel crowded on a smaller cut. If you are ordering different colours or styles, confirm that the artwork remains legible across all of them.

Order or inspect a physical sample where possible. Check measurements against a garment that fits your intended wearer, rather than relying only on generic labels such as small or large. Wash the sample according to its care instructions and inspect shrinkage, colour, shape and print quality before committing to a large order.

4. Prepare artwork that can be produced accurately

Keep a final artwork pack containing the logo or design files, colour references, placement instructions and any required text. Confirm whether the artwork is supplied in a suitable format and whether it needs to be separated for different decoration methods.

Decide the placement in measurable terms: for example, a centred chest design, a small left-chest mark or a back print positioned below the neckline. Do not rely on vague instructions such as “make it prominent”. Request a visual proof showing the actual garment colour, print size and position.

Pay particular attention to:

• Small text that may become unreadable when printed or embroidered.
• Fine lines that may fill in or disappear.
• Colour contrast between the artwork and garment.
• Spelling, punctuation, dates and product names.
• Whether the design works in one colour if the budget or process requires it.

Nominate one person to approve the proof. Multiple late opinions can create delays and conflicting instructions.

5. Work out quantities with a distribution plan

Quantity should follow the audience and distribution method. Separate the total into clear groups: launch staff, media or partners, customers, event attendees, online sales and contingency stock. This makes it easier to see where the merchandise will go and whether the order is justified.

For sized apparel, create a size breakdown rather than ordering an equal number of every size. Use known audience information where available, and allow for exchanges if items are sold or allocated in advance. A small contingency can cover damaged items, production issues or unexpected launch interest, but avoid adding stock without a plan for storing and using it.

Ask for the minimum order quantity, price breaks, setup or sampling charges, and the cost of each additional colour, size or decoration position. Compare the full delivered cost, including freight, packing, storage and any taxes or duties that may apply to imported goods.

6. Build a realistic Australian timeline

Set the required delivery date before discussing the launch date publicly. Allow time for design approval, sample review, size confirmation, production, quality checking, freight and sorting. Add contingency for public holidays, weather-related transport delays and the extra handling involved in sending stock to multiple locations around Australia.

Use milestones rather than one broad deadline:

1. Brief and audience confirmed.
2. Garment and decoration method selected.
3. Artwork supplied and proof approved.
4. Sample checked, if required.
5. Quantities and size breakdown locked.
6. Production completed and quality checked.
7. Stock received, counted, packed and distributed.

Ask the supplier what happens if a garment colour or size becomes unavailable, and whether split delivery is possible. Do not approve a rush order until you understand the effect on cost and quality.

7. Plan packaging and distribution

Packaging should protect the apparel and make distribution simple. Decide whether items need individual folding, size labels, tissue, mailers, cartons or event-ready bundles. If merchandise is going into customer orders, confirm the package fits the existing fulfilment process and does not create unexpected postage or storage problems.

For events, sort stock by size or recipient group before arrival. Prepare an inventory sheet showing quantities received, quantities distributed and remaining stock. If apparel is being posted, check that addresses, delivery instructions and exchange arrangements are clear.

Questions to resolve before ordering

• What is the primary purpose of the merchandise?
• Who will receive it, and in what sizes?
• Where and when will it be worn?
• Has the garment been physically checked or sampled?
• Is the artwork final, legible and approved on the chosen colour?
• What is the complete delivered cost?
• What quantity is needed for each distribution group?
• What is the latest safe delivery date?
• Who will count, store, pack and distribute the stock?
• What is the plan for leftovers, exchanges or faulty items?

Practical summary

Choose merchandise around its purpose and audience, test the garment and artwork, calculate quantities by distribution group, and allow more time than production alone requires. A launch merchandise plan is ready when the item, budget, proof, quantities, delivery milestones and distribution responsibilities are all written down and approved.