How Umbrellas Became a Merchandise and Marketing Tool

In this article, the author will explain the rise of the umbrella as merchandise. And why umbrellas can serve as both merchandise and a tool to promote a brand. Before delving deeper into umbrellas, the author will first explain what merchandise is and the role it plays in the world of marketing. Is merchandise still effective in this digital age? Because, in its time, merchandise was a powerful marketing tool to promote a brand and boost sales. In this article, the author references several quotes and theories from various reputable sources.

Table of Contents:

What the Meaning of Merchandising?

Merchandising is everything you do to promote and sell your products once the potential customer is in your store. When we talk about merchandise, we are talking about products available for sale, typically in a retail setting. Since the sales process often starts with the eyes, retail merchandising typically involves presenting products in a visually favorable light, to try and encourage purchases.

Guide, Step. “What Is Merchandising? Definition and Guide.” Shopify, 11 November 2022, https://www.shopify.com/au/blog/what-is-merchandising. Accessed 3 May 2024.

Merchandising—The Silent Salesman?

Based on the European Journal of Marketing 18(6/7):104-123, December 1984, the journal explains that merchandising is the "silent salesman."

A sales volume increase of 400 per cent is just one of many successes attributable to effective merchandising. Details of this and other merchandising triumphs appear in a later section of this article. However, this example serves to emphasise the major point that it can be highly effective. Additionally, merchandising can be cheap and in some cases can actually cost nothing. It is worthwhile trying to define the term "merchandising" because a much clearer picture of its scope will emerge. It is one of a selection of promotional tools available to both retailer and manufacturer. 

To communications professionals this selection is known as the "promotional mix"; it contains advertising, sales promotion, personal selling, public relations and merchandising. Where merchandising differs from other tools of the promotional trade is that it is exercised exclusively at the retail store or other point of sale such as a car yard or showroom. The definition of merchandising which I prefer—"merchandising is any form of on-store or in-store promotion other than personal selling which is designed to trigger purchasing behaviour"—clearly distinguishes our subject matter from all other forms of promotion. 

Merchandising has been nicknamed the silent salesman, and, whilst this may appear true, it is equally true of packaging, print advertising and the vast majority of public relations. Thus, the nickname is not wholly and ex-clusively appropriate. Merchandising has come into its own with the advent of self-service and has become a "scientific art". It is scientific in the sense that universal rules govern merchandis-ing activity and that shopper behaviour may be modified in predictable ways, but artistic in the manner in which these rules are implemented. 

Buttle, Francis Arthur. “(PDF) Merchandising.” ResearchGate, https://www.researchgate.net/publication/235279162_Merchandising. Accessed 3 May 2024.

Rise of the Umbrella as Merchandise

In the late 19th and early 20th centuries, businesses began to recognize the marketing potential of umbrellas. The large canopy provided an excellent space for branding, and the ubiquity of umbrellas in everyday life meant they could serve as moving advertisements. Businesses often used early forms of branded umbrellas to promote their products or services at relatively low cost.

By the mid-20th century, the concept of promotional products had grown significantly. Companies began using a wide range of items to market their brands, and umbrellas became an increasingly popular choice. This era saw a greater focus on corporate gifts, trade show giveaways, and branded merchandise to boost brand visibility.

With advancements in printing technology, umbrellas became even more customizable, allowing for unique designs, logos, and messages. This flexibility further increased their popularity as promotional items. Companies began incorporating branded umbrellas into marketing campaigns, corporate events, and customer appreciation gifts, reinforcing their brand identity through consistent exposure.

In recent years, the use of umbrellas as merchandise has expanded across various industries. The versatility of umbrellas, coupled with the ability to personalize them with high-quality graphics, has made them ideal for promoting businesses, events, charities, and more. Their practicality and frequent use ensure that branding remains visible, while new designs, such as double-canopy and wind-resistant features, increase their appeal.

Umbrellas as merchandise continue to be a popular choice due to their combination of functionality and promotional potential. Businesses and organizations can leverage custom umbrellas to increase brand awareness, foster customer loyalty, and create memorable connections with their audience. This evolution underscores the adaptability of umbrellas and their enduring role in marketing and advertising.

Why People Use Umbrellas as Merchandise and Promotional Media?

High Visibility

Umbrellas have a large canopy surface that provides ample space for branding elements such as logos, slogans, and graphics. When used in public spaces, umbrellas act as walking billboards, showcasing the brand to a broad audience. This high visibility makes them effective promotional tools, particularly in crowded or high-traffic areas.

Practicality and Functionality

Umbrellas serve a practical purpose, protecting users from rain and sun. This functionality ensures that people are likely to use them regularly, increasing the chances of brand exposure. The practical nature of umbrellas makes them a valued promotional item, as they are more likely to be retained and used compared to other merchandise.

Wide Appeal

Umbrellas have a broad appeal, suitable for people of all ages and backgrounds. This versatility allows businesses to use umbrellas as promotional media in various contexts, from corporate events and trade shows to customer appreciation gifts and charity events. Their universal appeal makes them an effective way to reach a diverse audience.

Longevity and Durability

A well-made umbrella is durable and designed to last, providing long-term brand exposure. Unlike disposable promotional items, umbrellas offer extended use, ensuring that the branding remains visible over time. This longevity contributes to a higher return on investment for promotional campaigns.

Customization and Personalization

Umbrellas can be customized with a variety of design elements, allowing businesses to create unique and eye-catching merchandise. Companies can choose from different colors, patterns, and styles to align with their brand identity. This level of customization makes umbrellas a versatile promotional medium that can be tailored to specific events or campaigns.

Positive Brand Association

Providing umbrellas as promotional merchandise can create a positive association with the brand. Since umbrellas are useful and practical, they are often appreciated by recipients, fostering goodwill and enhancing the company's reputation. This positive brand association can lead to increased customer loyalty and word-of-mouth referrals.

Versatility in Use

Umbrellas can be used in various promotional contexts, from corporate events and employee gifts to customer giveaways and charity drives. This versatility makes them a valuable addition to any marketing strategy, offering multiple opportunities for brand exposure and engagement.

Additional Points

• People of all ages and genders can use umbrellas as a practical and affordable promotional item.
• Using umbrella is a great way to get your brand name and logo out there, and umbrella can promote your products or services.
• Umbrellas are a useful item that people will keep and use, so they are a great way to make a lasting impression.