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Boosting Profits with Tribute Clothing

May 14, 2009

By Lee A. Hampton

In our increasingly difficult economy, it’s easy to overlook some of the most obvious income streams for your funeral home, simply because they’ve been there all along.  Tribute clothing is a good example.

During First Call or when a family calls a funeral home to make arrangements, far too many funeral directors will say, “Please bring clothing for the deceased when you come to make arrangements.”

This may set off a mad scramble on the family’s part to find something suitable in the deceased’s closet, and if unsuccessful, a stressful trip to the shopping mall at a time when shopping is the last thing they want to do.

If the decedent has been in a nursing home for several years, chances are their families may have disposed of their nicer clothing. At other times, because of our mobile society, the family member may be separated, geographically, from others in the family at the time of death. In each case, tribute garments provide a much-appreciated convenience those in charge of arrangements because they can be sized exactly for the best fit and appearance possible.

Why not let families know early in your communications with them that you carry an attractive selection of clothing for their convenience?

When you offer funeral clothing to a client family, you’re doing more than selling merchandise. You’re letting them know you have clothing available that’s designed and structured to look attractive on a prone body. Quality tribute clothing is also styled to cover incisions, aging skin and bruises or blemishes, and incorporates fabric textures and colors that work well with casket interiors.

Unlike commercial fashions, tribute garments are designed with high necklines and long sleeves to provide the most flattering coverage possible, whatever the person’s age or cause of death. This uniquely-designed clothing is available in extra large sizes for decedents who have put on extra weight in the course of their illness or for those who have taken medications that have caused additional pounds.

Even in situations where there is no viewing, or cremation is chosen, tribute clothing can play an important role. Many families ask the funeral director’s help in creating a final “picture” of the deceased that the family can treasure, in their minds and in their hearts. But this image the family seeks is not one of Grandpa or Grandma wrapped in a sheet as they make that final trip to the crematory or cemetery. They’d much rather see their loved ones in a beautiful dress or a crisp white shirt and suit.

Families wanting to honor and pay tribute to a loved one may do so, easily and effortlessly with new, attractive clothing that enables them to express their heartfelt love and respect for the deceased. This final “gift” to the deceased can also provide real healing to those left behind, perhaps enabling them to buy something special and personal that the deceased might not have splurged on for themselves.

These are only a few of the reasons that make it so critical to have a beautiful selection of garments available that will appeal to every family. Remember, buying cheap clothing is not always the best decision, particularly if the quality is not up to the standards of your funeral home or those of the community you serve.

So re-examine your standard reactions to what products are suitable for clients requesting particular types of disposition. The right merchandise, sensitively offered in a convenient manner, can assist families in beginning their grieving and achieving closure after death.

Sales Tips

A few simple techniques can make a big difference in clients’ perception of tribute clothing and your funeral home’s sales of these products:

• Always offer clothing as a convenience and a service.
• Explain that tribute clothing is designed, exclusively, to create a satisfying “last picture” in the minds and hearts of families and friends.
• Display clothing openly in your selection room with your other products. Use attractive lighting and fixtures. Add signage if possible.
• Always remove the protective plastic shipping bag before displaying fashions.
• Stock a variety of women’s styles and colors as well as a nice selection of men’s suits. Remember that you are trying to appeal to the varied preferences of the general public.
• Take a reasonable markup when pricing your clothing. Be sure to include the garment’s shipping cost when calculating the selling price.
• Consider adding a clothing value bundle for a modest savings to the family over what the cost would be if each item were purchased separately. Include in the bundle with the dress or suit such items as the undergarments, handkerchief, and a jewelry bag.

Your clothing supplier can assist you in selecting a balanced inventory and offer advice on proper display. Helping you provide your families with useful solutions to their clothing concerns is a goal most garment suppliers share.

Sometimes we find ourselves working in a vacuum.  Often, a simple suggestion, such as those we’ve shared in this article, will provide you with other ideas and a fresh perspective on the value tribute garments offer to the families you serve.

Lee A. Hampton is the President and CEO of Rita Barber, Inc. Lee can be contacted through the Rita Barber website.