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Sponsored By: Targeted Media Services Inc - Hanes

WEARABLES STYLE
Vol 199 / May 6, 2013
www.wearablesmag.com
VIDEO

The Joe Show: The Jute Route

 
Slub Hopping
Wearables Editor C.J. Mittica demonstrates the particulars in this latest Ask the Expert video. Click here to watch the video.

Got a question you want answered in a future video? Send it to cmittica@asicentral.com.

Video
Trends
Trend Alert: Summer Rain Jackets
How To Sell It: Jewelry
Top Decorator Q&A: Black Duck
News Briefs
Our Favorite Wearables
Wearables Terms
Ask An Expert
Show List

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Trend Alert: Summer Rain Jackets

The Eddie Bauer ladies’ technical rain shell (EB553) from SanMar (asi/84863) is seam-sealed and highly waterproof and breathable. Made of 100% nylon ripstop, it features an adjustable hood, storm flap, and front-zippered pockets.
   
The traditional yellow rain slicker is often constructed of polyester-backed PVC, making it durable and waterproof in all kinds of weather. But now, vendors are meeting rising client demand for lightweight alternatives that are perfect for a variety of applications year-round.

"Lightweight jackets are designed for more than just summer use," says Shelley Renning, general merchandise manager at SanMar (asi/84863). "What might be worn during a summer rain in one part of the country could be a winter jacket in another. And with options for layering, lightweight waterproof or water-resistant jackets can be used practically year round. Extending the use of one jacket into multiple seasons adds more perceived value to the garment while meeting the immediate spring or summer use." 

In addition to water-resistance and breathability, added features can also make a lightweight rain jacket perfect for all-season wear. "Design features such as ventilation under the arms and at center back can help cool down the body," Renning explains, "while adjustability at the cuffs, hem, waist or hood help to customize the protection needed for unexpected showers. Also, consider the packability; it should be easy to throw into a day pack or bag." 

Vanessa Keefe, vice president of marketing at Charles River Apparel (asi/44620), says that the strongest sales of lightweight rainwear take place in the fall, while the springtime comes in second. "Now, we're adding bright colors to our line, including aqua, coral and buttercup, to match a variety of branding efforts," she says.

Though lightweight rainwear may seem appropriate only for niche markets and thus is not always top-of-mind on sales calls, Keefe recommends pitching it as a unique idea. "Many times, the end-user will add a rainwear item to their jacket assortment," she says. "It's also a great gift item for executives, company employees or even parents with athletic kids, who may sit in the rain as spectators." Other popular markets, says Keefe, include construction, landscaping, utility providers, and cable companies, as well as service sectors like EMTs, firefighters and police.

"I encourage distributors to think beyond the obvious markets," she says. "A nationally-renowned cancer charity chose our women's New Englander rain jacket in pink as a reward for fundraisers and donors when they hit a specific dollar volume. It was an incredibly successful campaign."
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How To Sell It: Jewelry

Diane Katzman Design (asi/63988) worked with a distributor to create these sales-award bracelets for Clinique, a maker of cosmetics, skincare products and more.
   
Jewelry may not be among the first product categories that spring to mind when distributors consider what type of ad specialties will appeal to clients. But by overlooking jewelry, distributors do themselves and their customers a disservice.

For starters, jewelry can prove an excellent solution for clients in many markets. "We sell through distributors to financial services, pharmaceutical, automotive, real estate, colleges, and trade associations," says Diane Katzman, CEO of Diane Katzman Design (asi/63988), which creates custom jewelry pieces. "We cater to just about every industry. Our jewelry is given to show that the company values their employees, customers and prospects. It's gifted at special events and anniversary celebrations as well as used as travel gifts. It's also a brisk redeemer for dollars and points in online stores."

Potential applications for jewelry are vast, and what type of jewelry will be most appropriate is contingent on the intended end-use and audience, says Chris Morgan, vice president of sales at Sticky Jewelry (asi/89811). For example, schools use "Class of…" pendants, perhaps with student names, to sell as fundraisers, Morgan says. Meanwhile, medical ID jewelry – often a hot seller – appeals to pharmaceutical companies, health-care providers and medical supply firms. Additionally, planners for 5K races and marathons may want to give away bracelets with race information and runners names, while musical acts could look to invest in black-plated dog tags with band branding to sell at concerts.

Don't overlook cuff links either, says Chris Zownir. The president of Cuffwear Inc. (asi/47842) says stainless steel cufflinks etched with a logo or created in the shape of a company's logo are popular in industries that include finance, industry and corporate real estate. The list goes on.

"I'd encourage distributors to think outside the box set by our parents' jewelry armoire," Morgan says, "and open up to the possibilities of quality dog tags, survival bracelets, USB-integrated bracelets, and sports bands. That will help you set yourself apart in a highly-normalized market space."

To maximize the return from jewelry for clients, ascertain what the buyer wants the accessories to accomplish. This helps reduce the chances of a prospect not buying because of price point. By comprehensively understanding the end-use, for example, you could be able to change materials and imprint methods to meet certain budgets. "Maybe," says Morgan, "they don't need sterling silver when stainless steel will still accomplish the goal." Of course, understanding who the end-user will be is equally critical to a campaign's success. "It will help you determine what jewelry to suggest," says Morgan. "Choosing a demographically-appropriate solution will result in a successful implementation."

Indeed, if executed correctly, jewelry-driven initiatives can lead to the kind of ROI clients are after. Katzman proved that to be true on a recent job for a client in which she took the end-buyers' corporate colors and wove them into accessories that included elegant hand-beaded bracelets and enamel cufflinks. Says Katzman: "They were such a hit that they were quickly reordered."
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Vote For The Wearables Top Decorator

You can now vote in Round 3 of the Wearables Top Decorator competition. This time, competitors were challenged to integrate a piece of stock art into a creatively stunning and technically precise design. Click here to vote for your favorites. Hurry – voting ends Friday, May 10.
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Top Decorator Q&A: Black Duck

Doug (left) and Dana Bird are the co-owners of Black Duck, based in Albuquerque, New Mexico.
   
Five competitors remain in our year-long Wearables Top Decorator competition. Between now and Round 3 of the competition (which will appear in the June issue), we are interviewing the remaining competitors to find out who they are and what they do. In this edition, we speak with Doug Bird, co-owner of Black Duck Inc. in Albuquerque, NM.

Q: How did Black Duck get started?

Doug Bird: My brother Dana and I started Black Duck in 1989, so next year will be our 25th anniversary. We started like most shops, in about 400 square feet with not much equipment, but we made it go. We have grown over the last 24 years and now we’re in a 25,000 square-foot facility with four automatics, four manuals, and embroidery as well. We do sublimation, simple signs and banners, that kind of stuff.

Q: How did you get into this line of work?

DB: I was a commercial artist in the advertising field, and this friend of mine was in the T-shirt business. I was doing artwork for him. It seemed interesting to me, so I got into it a little bit more and starting selling some of the orders myself. I eventually got out of the ad business and full-time into the apparel business.

Q: Black Duck does a bunch of different things, but what do you think is your strength?

DB: In New Mexico, we’re kind of known as the place to go for more difficult prints. There are a lot of shops that will refer business to us; either they don’t have a press that’s big enough or they don’t have the art capability to produce an order. They’ll either subcontract it to us or refer that customer to us.

Q: How did you get that reputation?

DB: I think we’re just concerned with always making the job look right. We were fortunate enough to hire some really great artists. I think a lot of the end result comes from where you start it from. If you’ve got great art, you can end up with a great result.

Q: How have you found the experience so far of participating in the Top Decorator competition?

DB: It’s been fun. We always like a challenge. It gives us a chance to stretch a little bit and think about the whole process and collaborate between the art and printing department. Figuring out what’s going to have the most impact or pop from start to finish – that’s the stuff that we do every day.
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New ASI Online Learning Course

Taking part in the ASI Education Certification Program is free of cost and completely user-friendly for ASI members. Achieving your BASI or MASI designation is a great investment in yourself and your career. To get started right now, visit www.asicentral.com/onlinelearning to take this class and other great courses:

Elective Hot Niche Market Courses
ND51: Drive Big Sales: Break Into the Automotive Sector (ND51)
In this self-paced, interactive course learn how to break into the exciting, lucrative automotive sector, updated for 2013.
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Acrylic: A manufactured fiber derived from polyacrylonitrile. Its major properties include a soft, wool-like hand, machine washablity and dryablity, and excellent color retention. Solution-dyed versions have excellent resistance to sunlight and chlorine degradation.

Ergonomics: The study of improving a garment design to enhance the wearers' comfort, performance, or health.

Merino: A high-end wool that originates from pure-bred Merino sheep. The most sought-after Merino wool comes from Italy. This fiber is used only in the best of woolen and worsted fabrics, billiard cloth, etc.
Ash City (asi/37143) has hired Nadia Santoli as communications manager.

Bullet (asi/42424) announced that it has implemented a new phone system to help improve its customer service offerings. The system tracks incoming calls and current call volume, and then distributes calls to employees with the applicable area of expertise and reduces customer wait times. It also allows representatives to assess order statuses.

CafePress Inc. has launched CafePress Services to provide turnkey, personalized e-commerce solutions for corporate partners. For more information, visit www.cafepressservices.com.

EMT (asi/52263) has hired Kristy Tantillo as strategic and brand marketing manager.

Floriani Commercial Products has released its new Appli-Stitch spring design collection, featuring 12 ready-to-use designs and step-by-step instructions to create professional-looking appliqué with no cutting. For more information, visit www.florianicommercial.com.

Gifts Of Distinction (asi/56795) is now selling "Watertown Police Strong" T-shirts, proceeds from which will go to the Watertown Police Foundation. Visit the site here for more information.

Graphic Solutions Group now offers the new Wilflex Epic Top Score, a series of pre-mixed athletic inks designed to print on polyester substrates that require a low curing temperature. For more information, visit www.gogsg.com.

Great Dane Graphics has added new products to its American Pride line of high-quality, pre-separated designs for use in screen printing, DTG, sublimation and heat-applied graphics printing.

Hirsch International (asi/14982) will host an open house at its Solution Studio in Charlotte, NC on June 7 and 8. Attendees will have the opportunity to view demos of a variety of decorating equipment. Register here or visit www.hic.us for more information.

Imprintables Warehouse (asi/58475) has launched The Dump at Imprintables.com, where customers can find overstocked or discontinued products at discounted prices. Visit thedumpatimprintables.com for more information.

Lands’ End Business Outfitters (asi/250566) has launched a Uniform Design Studio tool to allow organizations to create virtual uniform programs. For more information, visit www.landsend.com/business.

Leed’s (asi/66887) has redesigned its EcoSmart logo and has added updated information to its website about eco-friendly products. The company is also planning to unveil more eco-friendly items later this year. For more information, visit www.leedsworld.com/ecosmart.

Logomark (asi/67866) has hired Seth Friedman and Lisa Jacubovics as regional sales managers. Friedman is responsible for distributors in Philadelphia, NJ, DE, MD and Washington, DC, and Jacubovics for NY, MA and ME.

Proforma (asi/300094) has announced that founder Greg Muzzillo recently launched MillionDollarUniversity.com, an online resource for gaining insight into creating wealth in the print and promotional products industry. For more information, visit milliondollaruniversity.com.

Promotional Wearhouse Inc. (asi/300725) announced that it is celebrating its 35th year of operation as a distributor, importer and manufacturer of corporate apparel and promotional products.

Spector & Co. (asi/88660) announced that it has relocated to a larger distribution center for its U.S. customers. The new address, effective May 15, is 100 Walnut St., Ste. 6, Champlain, NY, 12919.

Stahls’ ID Direct (asi/88984) now offers Stahls’ Rip-Away Appliqué, a simple process that allows decorators to create designs using embroidery equipment, Stahls’ CAD-CUT Glitter Flake and a heat press. To learn more, visit www.stahlsid.com/rip-away. Additionally, Stahls’ ID Direct is currently offering free ground freight shipping with any purchase of a Hotronix or MAXX brand machine through May 31. To view the full line, visit www.stahls.com/heat-press.

Vastex International has launched VRS Lite, a small-scale, low-cost Screen Registration System that allows film positives to be registered onto screens off-press, and screens to be registered on-press more quickly than with conventional methods. Visit www.vastex.com for more information.


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Softshell Jacket

Fashionable and ready for the elements, the Colorado Clothing soft shell jacket (5293) boasts three-layer construction and water and wind resistance. With articulated elbows and seamless cap shoulders for added protection, this eight ounce outerwear gem includes polyester fleece and some spandex. Choose between black, navy and several shades of gray. Available from S&S Activewear (asi/84358).

Selling Tip: Trendy and practical, fashionable soft shell jackets can be powerful components of corporate stores, working well for everyone from construction companies to technology firms. Additionally, the jackets make an excellent holiday gift item for valued employees or clients, while also being a potentially high-end giveaway item at more exclusive golf events.
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Q: I need a wholesale vendor for fire-retardant clothing. Can you help?

A: Bulwark is perhaps the most well-known brand in the fire-retardant category, and it is carried by several suppliers, including Rugged Outfitters Inc. (asi/84131); (888) 388-1453; www.ruggedoutfitters.net; A Design N Time Inc. (asi/30264); (719) 347-0166; www.dntproducts.com; and UMI Direct (asi/43851); (800) 222-1474; www.umidirect.com. All three of these companies offer an assortment of flame-retardant jackets, pants, coveralls, and work shirts in the Bulwark line, but also in other, comparable, product lines as well.

Selling Tip: Fire-retardant clothing is booming in popularity in the work wear market. Buyer interest is compelled, in part, by mandated standards that require clothing for certain jobs to be flame resistant. Capitalize on the trend by presenting flame-retardant options to buyers whose end-users could use the wearables on the worksite.

Q: I'm looking for a supplier for cycling apparel. Please help.

A: Try Hidden Bay Sports (asi/60689); (715) 634-5770; www.hiddenbaysports.com; which has an entire line of authentic cycling gear, including jerseys, bib shorts, jackets, vests, skinsuits, and headwear.

Also consider Jakroo (asi/63104); (925) 216-2773; www.jakroo.com; for cycling apparel. This supplier is dedicated to cycling gear, and has no minimums and free design. It’s known for its custom sublimated jerseys.

Additionally, try Savi (asi/84986); (619) 662-9715; www.savicustoms.com; with its selection of unique cycling gear at only a six-piece minimum.

Selling Tip: Sure, cycling apparel is an obvious sell to bike races and related events. But beyond that, cycling jerseys may appeal to any buyer targeting end-users with a taste for the active, outdoors lifestyle.
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May 8-9, New York City
ASI Show
(800) 546-3300; www.asishow.com

May 14-16, Vancouver, Calgary, Edmonton
Advantages Roadshow
(800) 546-3300; www.advantagesroadshow.com

May 19-22, New York
National Stationery Show
(800) 272-7469; www.nationalstationeryshow.com

May 30-June 3, Las Vegas
Las Vegas Antique Jewelry & Watch Show
(239) 732-6642; www.lasvegasantiquejewelryandwatchshow.com
June 9-12, Marlboro, MA
New England Apparel Club Show
(781) 326-9223; www.neacshow.com

July 16-18, Chicago
ASI Show
(800) 546-3300; www.asishow.com

July 26-27, Nashville
Embroidery Mart – EAST
(800) 866-7396; www.nnep.net

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SPONSORED BY
Sponsored By: Targeted Media Services Inc - Hanes
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