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vol 123 / July 22, 2010
www.stitches.com

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In this issue:
Video
Business View
Markets to Watch
Sales Quick Hit
Webinars
News Briefs &
Product Releases

Ask Phil
Embroidery Terms
Events Calendar
VIDEO
Million-Dollar Sales Summit Secrets From The ASI Show Chicago
Want to learn some innovative sales tips? Watch Nicole Rollender, editor of Stitches and director of ASI Education, talk to Million-Dollar Sales Summit attendees about what they learned during the exclusive event at The ASI Show Chicago earlier this month.
Click here to watch the video.  

What did you think of this video? Send your feedback to nrollender@asicentral.com.

Subscribe now to our YouTube videos.
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BUSINESS VIEW: Creative Ways Small-Business Owners Can Save Money
There are lots of ways that savvy small-business owners can save some green. Here are five tips to help keep a little bit more cash in your pocket.

1. Don't fall for technology hype. Although new technology is tempting – especially those cool smartphones that sync every aspect of your life in one handheld device – they're not always the smartest purchase. Many business owners get sucked in by latest and greatest tech items such as iPads and innovative computer software; however, think before you buy – are you simply intrigued personally by the product? You must evaluate how useful the item is for your particular business before doling out money for it. If you do want a fancy smartphone, think about its ROI for your business: For example, if one of your service goals is to send a quick response to all e-mails you receive within 10 minutes, a smartphone would be a great investment.

2. Hang on to your home office. Many business owners think that finding a retail space to rent is the first step in starting a business; however, this couldn't be further from the truth. If you often travel out of your shop space to see clients, remaining home-based will help tremendously when it comes to saving money. Until you grow large enough that you absolutely need more space for extra equipment or need a showroom, it's much cheaper to run the show from a place that you're already paying to also live in. If your business is product-driven, a showroom might be necessary, but even in that case, make sure you find the best deal on renting. Rent is an ongoing expense, so weigh it carefully. Some decorators do choose to rent inexpensive office space with a conference room to meet clients outside of their home-based business, if their homes aren't conducive to client meetings.

3. Try used office equipment. If you do move into a retail space, consider purchasing used desks, cabinets and other office equipment. There are always opportunities to buy used equipment and furniture, especially in the last couple years with the consolidation of large companies. If a company is going out of business, it'll have tons of used machines and office supplies for low prices because it has to get rid of them. In many cases, the goods look brand-new and still run smoothly. In addition, as embroidery shop owners close their doors for a variety of reasons, you can benefit from purchasing their embroidery-specific equipment and supplies.

4. Rethink recurring expenses. Every recurring expense, such as your rent and even your Internet bill, has to be offset by recurring revenue. Pay attention to what you're spending the most money on every month and look at renegotiating the prices, if possible. For example, if you're in a commercial property, you should think about renegotiating the lease or looking for cheaper space to rent. You should examine every dollar that goes out automatically, on a monthly basis. The recurring bills are going to have the biggest effect on your bottom line because if you don't have revenue to offset expenses, your cash flow will be negative.

5. Try combination-approach advertising. Just because some companies spend half their budgets on marketing and advertising doesn't mean you have to do that. Social media vehicles, such as Facebook, Twitter and LinkedIn, have been proven successful because most people are on one of the three Internet-based programs. Self-promotion items are also a cheap, easy way to advertise if you choose an item that represents your company rather than choosing the cheapest one. Using a combination of these approaches and reaching clients from several angles is the most efficient way to get your message across.

Hot Tip: Want to learn even more money-saving tips? Click here for Stitches Managing Editor Joe Haley's lively panel discussion, "Top 15 Ways Small Businesses Can Save Money" on-demand.
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Click here to learn why you should be selling apparel to online schools. (Hint: It's a $300 million market.) This is just one of the markets you'll learn how to sell to in this course.  
New Course Available on ASI Education's Online Learning Center
Did you know you can take self-paced, on-demand courses at ASI Education's Online Learning Center? This is the newest and most convenient way for decorators, distributors and suppliers to get educated. In our newest course, "Break Into These Five Hot Apparel Markets," we'll unveil five markets that are buying lots of decorated apparel (think: education, high-tech companies, government entities and more), the types of apparel they buy and how to make the pitch and close the sale.
Click here to take the course.
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MARKETS TO WATCH: Workwear
Ever since November 24, 2008, when ANSI regulations went into effect requiring stricter standards in retroreflective safety apparel, many companies in the decorating and promotional products industry, including 3M (asi/91240), have seen an uptick in workwear gear beyond the standard orange vest.

"People are realizing that they have to use this kind of gear, and that a vest isn't always the best solution for them," says Tim Gardner, visibility and insulation solutions regulatory affairs manager for 3M. "There are a lot of nice vests available, but people say, 'If I'm going to be in this all the time, I want to have apparel that's comfortable for what I'm doing.' "

Courtney Hagerty, marketing associate for Cincinnati, OH-based uniform company Cintas (asi/162167), has witnessed a similar effect. "Not only are more companies trying to become compliant with these guidelines, but we're seeing more and more companies proactively looking for ways to keep their employees safe," she says.

Top Safety Apparel
Since ANSI regulations now require highway construction and emergency workers to wear reflective apparel in nearly every job situation, 3M has seen an increase in requests for workwear in the form of T-shirts, polos, jackets and even shorts, according to Gardner.

However, inexpensive vests are still very popular due to a combination of their low cost and a slow economy, according to Gardner. "They can be sourced very cheap, but a lot of those garments aren't very good," he says, adding that the differences stand out when a buyer purchases a higher-quality garment.

Reflective Material and Logo Placement
Gardner says ANSI regulations state that reflective material must be placed on certain parts of any safety garment. "You have to have material on the shoulder area – the center seam across the top of the shoulder," he says. "It has to be at least 23¼ square inches."

In addition, Brian Schmidt, senior product manager for high-visibility and flame-resistant product lines at Carhartt Rental Apparel, says ANSI/ISEA 107-2004 guidelines have very specific requirements in terms of retroreflective tape, including but not limited to:
  • Placement of retroreflective materials on full-length sleeves and pant legs
  • Placement of upper and lower retroreflective bands on each garment
  • Continuous 360-degree visibility on each garment at all times.
These standards have made logo placement on safety apparel tricky, says Tena Galiher, owner of Digital Pens & Needles in Mt. Vernon, IA. "It severely cuts back on the area you have for a jacket back, so you have to get creative on your placement," she says. "Since they have a stripe that goes over the shoulder, that kind of messes up your right-chest or left-chest logo." Some possible locations she suggests include higher up on the sleeves or on the cuff of sweatshirts, the back of sweatshirts and below the drawstring line of a hoodie.

Galiher cautions that there could be a problem with placing logos on sleeves of long-sleeve safety apparel. "A lot of the shirts that I've used, the guys get a hold of them and the first thing they do is cut the sleeves off," she says. "There's no reflective material on the sleeves, so they can do that."
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We're Tweeting
ASI Education has entered the "Twitter-verse"! Follow our "Tweets" at www.twitter.com/asi_education to be one of the first to learn about ASI Education news, such as ASI Show Keynote presenters, special show events and courses, new webinars and online courses, and more!

Join ASI Eduction Online
It's official: ASI Education has a Facebook fan page. When you become a member, you'll connect with us and lots of other distributors, suppliers and decorators who are developing innovative approaches to sales and marketing. You'll get the latest ASI Education news, view our latest webinars and educational videos, read case studies and pick other fans' brains for their most effective strategies to increase your sales – and your bottom lines. Click here to join us now.
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SALES QUICK HIT: Speak Your Way to a Sale
For Mike Beckman, head of Cumming, GA-based Proforma-BPM (asi/300094), giving presentations stemmed from a desire to share what was working for him. After Proforma asked him to share his knowledge at a national convention, he decided to hit the public-speaking circuit, because he enjoyed it so much. He earned a spot as a panelist for several education tracks at The ASI Show Orlando and gave three presentations on selling and marketing strategies at The ASI Show Chicago earlier this month.

Locally, Beckman offers his presentations to the various chambers of commerce and business organizations. He recently spoke at the North Fulton Chamber and a local rotary club. "I enjoy sharing my insights into marketing so that others can possibly learn something that will expand their own business," he says. "It's also a great way to solidify my own personal thinking. Bringing business to myself is really an afterthought. My mindset is that if I provide a service to others, that service will come back to me in some shape or form."

Beckman cites his public speaking engagements when he speaks to customers and prospects. "I can literally tell people that I'm an industry expert because I speak on it and share my knowledge," he says. "I tell people that they can learn from an expert like me." After recently speaking at a local chamber of commerce, he also booked two jobs.

Takeaway Tip
According to Beckman, sharing is caring. "If you have something that sets you apart and it can benefit others, you should share it." He recommends giving back as a way to brand yourself as a guru on the topic. "If it's my idea to begin with, I know more about it. There's no reason that the rest of the industry can't benefit from that knowledge," he says. He also recommends starting a blog: "We share our insights with our clients every day."

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NEWS BRIEFS & PRODUCT RELEASES
Ash City USA (asi/37127) will release its Fall 2011 catalog in August, and will include 35 new styles, a new contemporary design for its North End label, and the launch of its first-ever Team Wear Catalog.

Fame Fabrics has added Dan Pezzotti as the regional sales manager for the Southwest, covering Texas, Oklahoma and Louisiana.

FildiUSA is the first yarn company in the U.S. to be granted Control Union's Global Recycle Standard for its EcoTech line.

Great Garment Graphics has added a new educational video covering how to make red, white and blue-themed apparel called "Stars & Stripes Patriotic Garment Decorating." The video is on its website.

Imprintable Wearhouse has announced the release of Spectra Eco-Film Plus, designed for uncoated woven nylon. 

Inkcups Now Corp. has released its newest product: the ICN-150L – a two-color automatic pad printing machine that features a linear conveyor for large images and parts, 150 mm ink cups and a 12-station linear conveyor.  
Page & Tuttle Corporate (asi/72725) has announced the addition of MVP Promos as its sales representative for New York, New Jersey, Pennsylvania, Maryland, Delaware and Washington D.C.

Royal Apparel (asi/83731) has announced that it has a new address: 65 Commerce Drive, Hauppauge, NY 11788. The new office phone number is (631) 213-8299, the new fax number is (631) 922-8438 and the toll-free number remains the same. 

Sassy Scrubs has announced the release of its Asia-inspired scrub top design. These mock-wrap tops are customizable in 14 trim options and hundreds of fabrics. 

Siser North America has released EasyWeed Stretch CAD-Material. The material follows the fibers of the fabric, making it less challenging to decorate performance wear. 

Stahls' ID Direct has announced the expansion of the Team Perfect line to include field hockey, swimming and golf graphics. 

Transfer Express has announced it's now offering Pearl Prints, custom pearlescent transfers available in five colors.  
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ASK PHIL

Dear Phil,
I’m looking for a source for 100 Under Armour hoodies, all black, sizes S to XXL. Please help!

A: These seem in short supply, and we couldn’t find a single supplier with black Under Armour hoodies. Other brands have similar products, though. Try product F244 from San Mar (asi/84863); (800) 346-3699; www.sanmar.com. It features sport wick technology, like Under Armour, which wicks sweat away from its inner layers. There’s also Alpha Shirt Co. (asi/34408); (800) 523-4585; www.alphashirt.com; product S1945. This is a Champion hoodie with similar moisture-wicking technology. Both hoodies are 100% polyester.

Selling Tip: Customers may ask for brand-name apparel, but don’t be afraid to show them your best private-label wares. The price savings may be enough to sway them.



Got a question for Phil? If you can't find what you're looking for in the Embroiderers Sourcing Guide, write to: Stitches, Attn: Phil Stitch, 4800 Street Road, Trevose, PA 19053. Or fax your question to: (215) 953-3107. For the quickest response, e-mail askphil@asicentral.com. For RN inquiries, visit www.stitches.com for the RN Database link. Although I try my best, I can't always answer every request, so please continue your search on your own. Remember, if you call the companies that I mention, tell them you heard about them here!
 

This wind-resistant, anti-pill flex fleece (5312) can be found at Dri Duck Traders (asi/50835).

In terms of embellishment methods for reflective material, Tena Galiher, owner of Digital Pens & Needles in Mt. Vernon, IA, prefers heat transfer to sewn-on. "As far as getting it to stay, washing, wearing and all that good stuff, the sewn-on stuff is nice, but it's also usually thicker and more brittle," she says. "For the washing and wearing, and keeping the reflective in good shape, I much more prefer working with the heat transfer. It's also softer. If the sewn-on starts to crack, it gets really pokey."

 Sewn-on materials also make garments hotter for the wearer. "It has no breathability at all," Galiher says. "Heat transfer moves with the garment."

That's why one of Galiher's safety apparel clients in Minnesota requests workwear with heat-transferred reflective material. "Minnesota gets exceedingly humid, so they much prefer the heat press than the sewn-on," she says. "It lasts longer, it's more comfortable and it works with the body."


Did you know that you can get a new Tip of the Day every day on www.stitches.com? Here's just one of the business-building tips you'll find online:

"Form a relationship with a reliable contract embroiderer in your area to do your orders that you would do on a four-head machine. Build up your business through using a contractor and you will have a clientele and a history to show to the bank."
   Deborah Jones, creator of
   www.myembroiderymentor.com
WEBINARS

Did you know that ASI Education has more than 50 archived webinars that you can access 24/7? Click here to view our complete selection.

Here are just two of our on-demand selections:

Master the Basics of Digitizing: Whether you want to brush up on your digitizing skills or you’re a newbie who wants to start digitizing, click here to get tips from a digitizing pro.

Save Some Money Today in Your Business: Want to know how savvy small-business owners save money in little ways that make a big difference? Click here to learn some smart strategies that you can implement in your business today.
EMBROIDERY TERMS

5 Reinforcements That Make Garments Stronger

1. Bar tacking is a tight, zigzagged pattern of reinforced stitching used at areas of a garment that experience significant wear (such as at the pockets or belt loops of jeans).

2. Cover seaming employs parallel rows of stitching made by two needles; it’s often used around the armholes, neckline, wristbands and/or waistbands of garments for added durability at these stress points.

3. Double-needle stitching, as with cover seaming, uses two needles to create parallel, visible stitches that are neater in appearance and guard against distress from wear. Often used at a hemline.

4. Locker patches reinforce shirts and jackets at the inside back of their collars. This small semi-circular piece of fabric is sewn underneath a collar seam so that the neckline isn’t stretched when the item is hung on a hook. It also prevents premature wear of the fabric from friction.

5. Reinforced plackets have a small area at their base stitched in the shape of a square, rectangle or triangle to strengthen the base of the opening where the shirt is buttoned, snapped or zipped.
EVENTS CALENDAR

JULY 2010
July 23-24, Pittsburgh

The Embroidery & Direct-to-Garment Extravaganza
(877) 793-3278; www.embroideryextravaganza.com

July 24-27, Orlando
Orlando Gift Show
(678) 285-3976; www.orlandogiftshow.com

July 31-August 3, San Francisco
San Francisco International Gift Fair
(914) 421-3200; www.sfigf.com

AUGUST 2010
August 3-4, New York City

DIRECTION by Indigo and SURFACE
(973) 761-5598; www.directionshow.com

August 4-5, Long Beach, CA
The SAAC Show
(818) 346-1796; www.saac.net

August 6-7, Houston
Embroidery Mart – SOUTH
(800) 866-7396; www.nnep.net

August 12-14, Long Beach, CA
The Printwear Show
(966) 893-7682; www.nbmshows.com

August 15-18, New York City
New York International Gift Fair
(914) 421-3200; www.nyigf.com

August 18, Houston
"Hot Stuff" Booth Show
(281) 238-4772; www.houstonppa.org

August 18-19, Live Oak, TX
CAPPA Show
(830) 980-9077; www.cappatexas.org

August 20-21, Nashville, TN
Embroidery Mart – EAST
(800) 866-7396; www.nnep.net

August 21-24, Seattle
The Seattle Gift Show
(213) 430-2300; www.seattlegift.com

August 22-25, Marlboro, MA
New England Apparel Club Show
(781) 326-9223; www.neacshow.com

August 22-25, Montreal, Quebec
Montreal Gift Show
(888) 823-7469; www.montrealgiftshow.com

August 25-26, Orange County, FL
The PPAF Expo
(888) 827-7723; www.ppaf.com

August 30-31, Boston and Long Island, NY
Advantages Roadshow
(800) 546-3300; www.asishow.com
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