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CASE STUDY: Loews Hotel Private Label Retail Program

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By Dean Schwartz (SWAG Master): A little while back, the SOBO Concepts team began to do some projects for the PR department at the prestigious Miami Beach Loews Hotel. Not long after, we were then recommended to the retail manager of the hotel for an even greater task – recreating all of the hotel’s logo-branded items.

And if you know anything about our SOBO SWAG team, you know that a task like that is exactly the type of thing that gets our blood flowing. And it sure did!

Most of the t-shirts we designed for use were super soft; the classic ‘feels like it’s your favorite t-shirt from the first time you wear it’ type of fabric. Specifically, these were tri-blend t-shirts; a mix of polyester, cotton and rayon.

We played around with different labels for the hotel’s home on the beach to see which would be most appealing; you know – SOBE, South Beach or Miami Beach.

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In addition to the t-shirts for men, ladies and kids, the collection also consisted of UV protection shirts, zip-up hoodies for kids, flip flops, a notebook and pen combo and everyone’s favorite beach buddy – a waterproof phone case. All branded. All Loews. And frankly, all really cool.


To appeal to kids we felt more was needed than just a basic graphic. Kids won’t lose sleep over the difference between SOBE or South Beach, but they would go crazy over some cool mascots, right? So we created cartoonish, fun alligator and flamingo mascots (still to be named) and branded some products with those mascots, too.

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Was that all? Of course not.

You see, we wanted to tie the shop into the local Miami art community and used a photographer friend of ours, Yuri Tuma – whose works sell in galleries for $1,000s – to photograph the hotel and then convert that photograph into flip flops and notebooks.

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Building a private label brand takes time, as well as trial and error. We’re lucky, in this case, to work with a great Buyer and Retail Manager (Jody, you rock!), who’s willing to test and take chances. Most of what we do is develop products for companies and brands to give-a-way to their employees or customers. Creating products that actual sell and make money for our customers is an entirely new endeavor, but we’re up for the challenge.

Make sure to stop by the Loews the next time you’re in Miami Beach and check out our gear and say hello to their awesome staff.

Got ideas of your own, give us a call today! 888.752.0432.

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