Product Inserts for Clothing Brands
A product insert costs 15 cents. Most customers glance at it once and throw it away.
But some keep them. Frame them. Post them on Instagram. Share them with friends.
Everlane includes transparency breakdowns showing exactly where their costs go. Customers photograph them and share them. Free marketing that reinforces their brand values.
Patagonia includes repair guides and environmental info. It’s not necessary for the product. But it strengthens their mission and builds loyalty.
Product inserts are throwaway brand assets. But they add value, tell your story, and create moments customers remember.
This guide breaks down why product inserts matter, what to include, how to design them, and how to make them work for your clothing brand.
Why Product Inserts Matter
Most brands just ship the product. That’s it. No story. No connection. No added value.
Product inserts let you communicate beyond the clothing itself.
What product inserts can do:
- Tell your brand story
- Provide styling tips or outfit ideas
- Share care instructions (beyond the care label)
- Offer discount codes for next purchase
- Invite customers to follow you on social media
- Link to exclusive content (QR codes to lookbooks, behind-the-scenes, styling videos)
- Announce upcoming drops or collections
- Share your values (sustainability, craftsmanship, community)
- Ask for reviews or feedback
Cost: €0.10-0.50 per insert. Impact: Increased engagement, loyalty, and repeat purchases.
What to Include on Product Inserts
Your product insert should add value. Don’t just use it as an ad. Give customers something useful, interesting, or exclusive.
Good insert content:
Styling tips: “3 ways to style this hoodie: casual streetwear, layered look, athletic vibe.”
Brand story: Short version of your one sentence story, mission, or DNA.
Care instructions: Beyond the basic label. “Wash cold to extend garment life. Air dry to save energy.”
Sustainability info: If you’re a sustainable brand, explain your materials, production, or environmental impact.
QR codes: Link to exclusive content, styling videos, your lookbook, or your website.
Discount codes: “Thanks for your purchase! Here’s 10% off your next order: CODE10”
Social sharing invite: “We’d love to see how you style it. Tag us @yourbrand on Instagram.”
Sneak peeks: “New collection dropping next month. Be the first to know at [website].”
Feedback request: “How did we do? Leave a review and help us improve.”
What NOT to include:
- Long paragraphs (people won’t read them)
- Generic corporate language (“We value your business”)
- Overly salesy pitches (add value first, sell second)
Keep it short, useful, and aligned with your tone of voice.
Types of Product Inserts
Single cards:
- Cost: €0.10-0.20
- One message or piece of info
- Best for: Simple brands, single purpose (discount code, thank you, styling tip)
Folded cards or mini booklets:
- Cost: €0.20-0.50
- Multiple pages or sections
- Best for: More content (brand story, styling tips, care info, upcoming drops)
Postcards:
- Cost: €0.15-0.30
- Can be kept, displayed, or sent to others
- Best for: Collectible designs, limited editions, artistic brands
Care guides:
- Cost: €0.10-0.25
- Detailed care instructions, repair tips, sustainability info
- Best for: Sustainable brands, premium brands
Discount vouchers:
- Cost: €0.10-0.20
- Code for next purchase
- Best for: E-commerce brands driving repeat purchases
Choose the type that matches your content and budget.
Design Tips for Product Inserts
Your product insert should match your brand identity.
Use your brand colors. Your insert should use the same colors as your packaging, hangtags, and website.
Match your typography. Use the same typography as your logo and other branding.
Keep it clean and scannable. People won’t read long blocks of text. Use short paragraphs, bullets (if needed), clear sections.
Add visuals. Photos, illustrations, or graphics make inserts more engaging and shareable.
Make it Instagram-worthy. If your insert looks good, people will photograph and post it. Free marketing.
Test quality. Order samples before bulk production. Make sure printing is sharp, colors are accurate, materials feel right.
How Product Inserts Match Different Brand Types
Luxury brands: Premium cardstock, minimal design, brand story or craftsmanship info. Think Hermès, Chanel.
Streetwear brands: Bold graphics, styling tips, QR codes to exclusive drops or content. Think Supreme, Stüssy.
Sustainable brands: Sustainability info, care tips to extend garment life, transparency about materials and production. Think Patagonia, Everlane.
Sports/athletic brands: Workout tips, performance care, motivational messaging. Think Nike, Gymshark.
Minimalist brands: Simple, clean inserts with minimal text. Think COS, UNIQLO, Everlane.
Artistic brands: Creative designs, artist collaborations, collectible postcards. Think independent designers, creative collectives.
Adding Personality and Fun
Some brands add unexpected elements to their inserts that make them memorable.
Examples:
Rave culture brands: Include small items like glow-in-the-dark stickers, mini LED lights, or funny cards (“Take this duck to your next rave”).
Playful brands: Include jokes, comics, or fun facts related to your niche.
Collectible designs: Change insert designs for each drop. People collect the full set.
Interactive elements: Scratch-off discount codes, puzzles, QR codes to exclusive content.
Collaborations: Partner with artists or other brands for special edition inserts.
These additions make inserts more than just info. They create moments customers remember and share.
Sustainability Considerations
If you’re building a sustainable brand, your product inserts should reflect your values.
Sustainable options:
- Recycled paper or cardstock
- Soy-based or eco-friendly inks
- Minimal design to reduce ink usage
- Seed paper (can be planted after use)
- Digital inserts (QR codes to online content instead of printed cards)
Patagonia uses recycled materials for all their inserts and focuses on educating customers about care and sustainability.
If sustainability is part of your brand DNA, your inserts should align with that.
Common Mistakes to Avoid
Too much text. Long paragraphs that no one reads. Keep it short and scannable.
Generic content. “Thanks for your purchase” with nothing else. Add value or don’t include an insert at all.
Overly salesy. Don’t turn your insert into a hard sell. Give value first.
Poor quality materials. Cheap, flimsy paper feels insincere. Use decent cardstock.
Not matching your brand. Your insert should look and sound like it belongs to your brand. Same colors, typography, tone.
How to Order Product Inserts
Step 1: Decide what to include. Styling tips, brand story, discount code, sustainability info, QR code. Pick what adds value for your customers.
Step 2: Design your insert. Use your logo, brand colors, typography. Keep it clean and visual.
Step 3: Choose your format. Single card, folded card, mini booklet, postcard.
Step 4: Find a supplier. Search for “custom product inserts” or “custom printed cards.” Compare prices, minimums, quality.
Step 5: Order samples. Test print quality, colors, materials before bulk ordering.
Step 6: Order in bulk. Most suppliers have minimums of 100-500 inserts.
Step 7: Include in every order. Make it part of your standard packaging process.
What to Do Next
Decide what value you want to add. Styling tips? Brand story? Discount codes? Sustainability info?
Design your insert to match your brand identity. Keep it clean, visual, and scannable.
Choose materials that match your positioning. Budget brands can use standard cardstock. Premium brands should invest in thicker, higher-quality materials.
Order samples before committing to bulk. Test quality and appearance.
Include them in every order. Make added value a standard part of your customer experience.
Your product insert is a small detail. But it’s an opportunity to tell your story, add value, and create moments customers remember. Make it count.
