5 Mistakes to Avoid in Company Merch
I’ve been in the merch world long enough to know most “bad swag” doesn’t come from bad intentions. It comes from cutting corners in the wrong places or not thinking about who’s going to wear or use merch.
And look, cheap isn’t automatically bad.
Sometimes budget-friendly is exactly what you need.
But for uniforms? Team apparel? Customer-facing gear?
No chance.
Here are the 5 biggest mistakes I see, and how to avoid them:
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Grabbing the lowest-priced item
Going straight for the cheapest option just to check the ‘we did merch’ box.
Budgets matter, but picking the lowest-price item usually costs you more later. If the merch feels rough or falls apart, it goes straight to the trash, and so does your investment.
2. Not Considering Fit, Comfort & Quality
You pick designs based only on logo placement or color palette. You skip checking fabric, cut, sizing, especially when ordering in bulk. If the shirt is scratchy, too small, or fits awkwardly, nobody wears it. Even if it looks good hanging on a rack.
How to avoid it: Test your merch. Order samples first. Try them on yourself. Make sure the fabric, fit, and feel match what you want the brand to represent.
3. Making the Logo the Star of the Show
Designing merch with huge logos plastered all over (the back, the sleeve, the chest, the tag) , hoping more branding equals more visibility.
It looks cheap, it feels promotional, and people won’t wear it outside of work or an event. It becomes “just another promotional shirt.”
How to avoid it: Keep branding subtle. A small logo on the chest, sleeve, or hem is enough. Let quality and design carry the piece so people actually want to wear it beyond a single event.
4. Offering Too Many Options
You order dozens of items (every style, every size, every color) thinking more options = more satisfaction.
And then, you end up with inventory chaos, unsold items, and fewer people wearing your merch. Too many choices, not enough cohesion.
How to avoid it: Focus on a few core pieces that represent your brand well, a go-to jacket, a classic tee, a clean hoodie. Then build around those if demand grows. Quality + consistency over variety.
5. Ordering Without a Plan
This is the biggest one. Companies order swag, then… it sits. In a closet. On a shelf. In someone’s trunk.
Zero impact.
How to avoid it: Before you buy, ask: Who is this for? When will they get it? What should it accomplish?.
Great merch doesn’t have to be expensive. It just has to be intentional. Pick the right item. Decorate it well. Give it to the right people. If you do that, your swag works.
