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VIDEO
 Stitches Cheat Sheet: Performance Features Rundown
Performance apparel is where it's at these days. In our newest video series, "Stitches Cheat Sheet," where we answer your decoration and wearables questions, Nicole Rollender, Stitches editor and director of ASI Education, gives you the skinny on four popular performance features. Click here to watch now.
Subscribe now to our YouTube videos.
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BUSINESS VIEW: Dream Up Innovative Ways to Say Thanks
While the thank-you card still holds its traditional meaning, now is the time for you and your clients to show appreciation by going outside the box, or in this case, the envelope. In an environment where relationships and personal connections are more important than ever, offering a thank-you with a special added touch gives you an advantage.
After 9/11, a lot changed for Christine Delvecchio, owner of All American Screen Printing (asi/117239). Not only did business change in her Sterling Heights, MI-based company, but the priorities also shifted. "Everyone in Michigan felt helpless, so we sat down and came up with an idea to raise money for the victims," she says.
Once the U.S. started deploying troops to Afghanistan, Delvecchio wanted to thank the men and women defending the country. "Some of our primary customers are schools, churches, nonprofits and also many different military squadrons," she says. "The more we became affiliated with the different military family support and moral groups, the more we wanted to say thanks."
Delvecchio came up with an activity to thank her clients for their business, and also thank the individual military personnel: She invites kids on a field trip to its factory to learn about the art of screen printing. On the day of the field trip, she stops all production to keep the environment safe for the kids. "The trade-off is that we ask them to write a personal letter of thanks to a soldier," she says.
After the activity, Delvecchio prints a patriotic T-shirt and packages it with a child's message of thanks to the soldiers. The packages are sent overseas to troops stationed in Iraq and Afghanistan. She also provides an address for the soldiers to respond to the children's letters. Over the past nine years, All American has sent out more than 25,000 packages. In the past 12 months, 1,874 people have visited the factory on a field trip and to write a letter of thanks to a soldier. Some of the kids who wrote the letters long ago have now grown up and become Delvecchio's customers. "Somehow this single effort of offering a sincere thanks has caused my company to experience growth, even in a down economy," she says. |
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Your clients are a top priority, but where would you be without your sales team? If your top rep landed a major client, then a thoughtful gift will go a long way. "Thank them publicly. Getting kudos in front of their peers is more important than any other aspect – and it encourages others to do well," says Jacqueline Wolven of MOXIE, a marketing and public relations firm.
According to Wolven, the key for employees is public recognition, a personal thank-you and a gift that's meaningful. She recommends first thanking them publicly and then handwriting a thank-you note. "Honor them with some gift that makes them see that you really know them," she says. "Do they love music? Get them a gift card for iTunes. Are they a runner? Pick up some Luna or Clif bars and a new water bottle. Do they have kids? Give them a day pass to a local museum. Be thoughtful and they will remember that you noticed."
If you're planning a big thank-you event for your clients, you should also include your employees. "From a business standpoint, it gives your employees more time to mingle and develop better relationships with their client," says Carter Schimpff, president of Garraty Group Marketing Ltd. He recommends VIP events for top-tier clients, such as a retreat or a box at a sporting event. |
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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!
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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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STITCHES MAGAZINE NOW AVAILABLE ONLINE
 We are pleased to notify you our new digital edition of Stitches is available for online viewing. We hope you enjoy the interactivity and rich media features of your digital edition of Stitches.
Start reading the issue today! |
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| MARKETS TO WATCH: Mixed Media |
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| This design by Hirsch International includes both embroidery and screen printing on a T-shirt. |
When it comes to combining two or more decoration techniques, Morey Mayeri, president of Royal Apparel (asi/83731), says the options are about as limitless as a decorator's imagination. These multimedia combinations include any two (or more) of the following: screen printing, embroidery, laser etching, rhinestones, sequins, appliqué, digital printing, chenille, transfers, sublimation and even 3-D puffy foam.
Mayeri says more and more of his clients want mixed-media work. "I'd say about 15% to 25% of my customers are using this imprinting method," he says. "The one that we're doing the most right now is screen printing with rhinestones and foil."
Top Apparel Requests and Fabric Considerations
Mayeri says most of his mixed-media requests are for 100% basic cotton T-shirts, along with tri-blend tees, burnouts and heathers, but he's getting requests for fleece and sweatshirts, as well. "With tees, you really don't want to do heavy appliqué and embroidery, especially if it's a lightweight shirt. It works better with foil and rhinestones," he says. "On a sweatshirt, all of those things can work because the fabric can hold up to the application much better, and it looks better, too."
Fabric also plays a large role in multimedia decoration choices. You wouldn't laser etch a cotton shirt or use a digital print on a 100% polyester garment. "A good rule of thumb," says Ed Levy, owner of Digitize4U, "is if you would not use a decoration method on a fabric in a single application, don't consider it for use in mixed media."
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| Appliqué and screen printing each work well on their own, but as put together by Hirsch International, they showcase the unique decorations that mixed media can achieve. |
Multimedia Markets
Before trying to sell a client on mixed-media apparel, Mayeri says decorators need to get a better understanding of what's preferred within that customer's industry. What's good for American Idol, for example, might not be good for Ford Motor Co. "You really need to know what brand or name you're doing the work for, what kind of artwork and logos you're allowed to work with, and what limitations you have on altering them," he says.
One of the top mixed-media markets from Levy's perspective is sports. "Screen printing and digital printing or sublimation, combined with a small amount of embroidery, is very popular for the sports market," he says. "You can print a large area relatively inexpensively, and then add some embroidery for highlights, and end up with a really nice product." He adds that hats also work well with a combination of embroidery and 3-D foam embroidery or additional sequins and rhinestones. |
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Take the Stitches State of the Industry Survey
Stitches is currently polling industry professionals to see how the market did in 2010 – and we need your valuable input. We’re inviting embroiderers and other decorators to take our third-annual State of the Industry survey. So, please take some time today to click the appropriate link below and complete the survey. You’ll be entered into a random drawing to win up to $500.
Click here to take the survey. |
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| SALES QUICK HIT: Wallets |
Wallets are wonderfully versatile products, because they run the gamut from professional to casual, expensive to inexpensive and indoor to outdoor. Since they're popular with adults, teens and kids alike, they make an ideal gift or giveaway item, and can be used all year round.
One of the key aspects of a quality wallet is its ability to organize everything it holds. Many wallet buyers are opting for slim and simple these days as opposed to thick and oversized, both for security purposes and for convenience. It's also easier to keep track of credit cards and supermarket-club cards when there are fewer slots to store them in. Wallets made specifically for travel are understandably a touch roomier than regular designs, and often have security features.
Another important aspect of a good wallet is the quality of its material. Leather, of course, is ideal for wallets, particularly for men, who usually store them in their back pocket. However, leather won't necessarily be appropriate for all uses. For example, sports wallets made of nylon or microfiber are designed to be water-resistant and moisture-wicking for use "in the field."
Wallets of all types are popular corporate gifts and promotional products. Kirsten Logan of Clava American (asi/45335) testifies to this fact. "Our passport/travel wallets have been strong sellers throughout the years, especially for corporations," she says. "A travel wallet that holds pertinent documents, a passport and plane tickets is a very functional, smart gift." Wallets as promotional products offer countless ways to showcase a company. Stephen Spiegel, president of Waldor Products Inc. (asi/94770), cleverly suggests "filling the billfold portion with a discount coupon or special offer of some kind to generate return/repeat business." |
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Did you know that you can get a new Tip of the Day every day on Stitches.com? Here's just one of the business-building tips you'll find online:
"In multimedia decoration that combines screen-printing ink and thread, the screen-printed portion is usually printed first, and then the embroidery is sewn on top of the print, since embroidery tends to create a more uneven surface."
Tom Vann, owner of Tommy's T-Shirt Factory |
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 Ask Phil |
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Hi Phil!
Where can I find black, V-neck, two-pocket scrub tops?
– Shannon
It makes me feel good to help outfit the medical pros who make all of us feel good! You have a lot of options for black scrub tops. Start with Prism Medical Apparel (asi/79643); (800) 726-8073; www.prismed.net; product B101. This unisex, V-neck, two-pocket scrub top comes in black and 12 more colors, in sizes XXS-3XL. For a stylish ladies’ choice, check out product SA4801 from Scrub Authority (asi/86018); (303) 991-1258; www.scrubauthority.com. This Cherokee-brand, mock-wrap, V-neck tunic has flattering princess seams, elbow-length sleeves, two front pockets and a cell phone pocket. It’s available in black and 12 other colors, in sizes XS-5XL. Finally, take a look at Bettencourt Manufacturing (asi/40361); (772) 466-4211; trenduniforms@hotmail.com; product 5000. This is a unisex, V-neck scrub top with three pockets that comes in black and 25 more colors, in sizes XS-5XL.
Selling Tip: The traditional wearing of scrubs has been extended outside of surgery in many hospitals – so think outside the box when it comes to selling this type of apparel. Scrubs are now worn by all hospital personnel, as well as staffers in doctor, dental and veterinary offices. They’ve also been mandated in some American prisons as an inmate uniform, and support staff (such as custodians and unit clerks) wear scrubs in some facilities. |
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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!
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EVENTS CALENDAR |
Jan. 11-12, New York City
DIRECTION by Indigo, International Exhibition of Creative Textile Design
(646) 351-1942; www.directionshow.com
Jan. 17-21, Raleigh, Charlotte, Atlanta, Nashville, Memphis
Advantages Roadshow
(800) 546-3300; www.asishow.com
Jan. 19, Atlanta
Stitches Roadshow
(800) 546-3300; www.asishow.com
Jan. 21-23, Long Beach, CA
ISS Show
(800) 241-9034; www.issshows.com
Jan. 22-24, Orlando, FL
Orlando Gift Show
(678) 285-3976; www.orlandogiftshow.com
Jan. 23-25, Orlando, FL
ASI Show
(800) 546-3300; www.asishow.com
Jan. 29-Feb. 3, New York City
New York International Gift Fair
(914) 421-3200; www.nyigf.com
Jan. 31-Feb. 4, Seattle, Portland, Sacramento, Concord, San Jose
Advantages Roadshow
(800) 546-3300; www.asishow.com |
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Vantage Apparel (asi/93390) recently used a combination of standard embroidery and sequin embroidery to create a logo for Bath & Body Works, and standard embroidery/metallic thread combined with laser appliqué for Band of Bloggers, an organization of Christian Internet bloggers.
The blue Bath & Body Works logo was placed on a women's cotton tee. "It was an opportunity to do something different with a little more pizzazz than their standard logo," says Gina Barreca, Vantage's marketing director. "Since the audience was women, sequins were appropriate."
The Band of Bloggers logo includes multiple layers of felt appliqué, which is best suited for the fleece pullovers on which they were placed, Barreca says. "This technique was used to achieve the dimensional effects in the design and replicate the look of preschool-cut shapes in the original artwork," she says. "Using the combination of traditional embroidery emphasized the 3-D look and helped to achieve the smaller details."
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| Vantage Apparel (asi/93390) created an embroidery-and-appliqué logo for Band of Bloggers, as well as a combination of embroidery and sequins for Bath & Body Works. |
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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:
Selling Success in 2011: Top Sales & Market Trends: Are self-promo mailers out and social networking sites in? Click here to get the inside scoop.
Design a Catalog That Will Boost Your Business: What are the five key elements to catalog design? Click here to learn how to create a clean design and make it easy for your clients to order. |
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Embroidery on leather is attractive and impressive, and you’ll probably find that the leather is more durable than you expect. Since most quality wallets are made of leather, here are some tips on how to embroider on this expensive material.
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| This cobalt leather travel wallet (RLWB) from PB Travel (asi/75589) is conveniently slim, but roomy enough for important documents. |
Don’t use leather needles. They can cut or permanently damage faux leathers and suedes, and they are not necessary for embroidering on leather. Instead, use a size 75/11 embroidery needle or, if thread breakage is a problem, a size 80/12 topstitching needle.
Test the design density. To minimize the risk that an embroidery design will perforate the leather, carefully test the design density on a scrap of the same leather that will be used in the project. The aim is to have the stitches spaced closely enough for complete coverage but not tight enough to cut the leather.
Use cutaway stabilizer. This will help by supporting the stitches and hide them after the embroidery is complete. You can apply a fuse cutaway stabilizer to the back of the leather using temporary spray adhesive.
Substitute thread. If the ideal stitch placement yields less than satisfactory coverage, try substituting a larger (size 30) embroidery thread, or using two threads through the same needle eye.
Pay attention to designs. For the simplest embroidery on leather, use designs that are lightly digitized – no large filled areas or column satin stitches. And, embroider at the slowest possible speed.
Avoid hoops. Hoops can leave permanent marks. Pad the top hoop with muslin strips or other soft material to prevent this. |
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PERFORMANCE TERMS |
Brand Names
What’s in a name? Everything, according to many apparel suppliers. That’s why it seems that each has its own unique name or term to describe its garments’ particular performance attributes. We’ve assembled a short list from around the industry to help you more quickly identify some of the most prominent names.
ClimaCool: adidas technology that keeps air flowing around garment to regulate body temperature.
ClimaLite: adidas water-wicking technology.
ClimaProof: adidas technology that keeps the wearer warm and dry no matter the weather.
ClimaShell: adidas technology that protects fabric from the environment but remains light, breathable, and water- and wind-resistant.
CoolFit: Bella’s dry-wicking performance technology found in its Alo line.
CoolMax: The DuPont technology that uses specially engineered fibers to push perspiration to the surface of a garment. Used in many brand-name moisture-management systems.
Dri-Fit: Nike water-wicking system to keep the wearer dry.
Dri-Power: Russell Artwear technology for drawing moisture away from the body.
DryTech: Boardroom Custom Clothing quick-dry system based on capillary migration.
EnduraFit: Technology and company that produces a full-line of moisture-wicking garments.
PlayDry: Reebok moisture-wicking technology.
PolarTec: Leading manufacturer of synthetic and technology fabrics. Its products run the gamut from moisture-wicking and insulation to stretch and weather protection.
StretchFlex: Bella’s stretch-fabric technology found in its Alo line.
TempraDry: Moisture-wicking system from WICKid that uses microfiber polyester to keep the wearer cool and dry. |
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| NEWS BRIEFS & PRODUCT RELEASES |
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Anvil Knitwear (asi/36350) has launched Shirt Scan, an iPhone application that allows retailers, brands and consumers to deliver articles, photos and videos to their target audiences via apparel. Through quick response (QR) codes applied directly on the shirt, label or hang tag, Shirt Scan can be customized based on brand, customer, retailer or campaign. |
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Flexfit has introduced a new version of the athletic performance cap that wicks moisture away, dries quickly and circulates air for coolness. |
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 Floriani has introduced a Press N Bond stabilizer that seals the back of any embroidery with a clear, highly fusible coating without the need for stitching. It can be used on cotton, poly, blends and vinyl, and can be laundered or dry-cleaned without peeling. |
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Great Dane Graphics has added new images to its military stock art, including those for the U.S. Army, Navy and Marines. |
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HPI Emblem has celebrated its landmark 25th year and 53 million emblems served. |
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Image Apparel Solutions (asi/62202) and S & S Activewear (asi/84358) have announced a free-freight drop-ship partnership program on any quantity, brand or color.
Imprintables Warehouse (asi/58475) has introduced www.MyVersaCAMM.com, a networking community website where Roland users can share work forms and stay organized.
Midwest Distributors has announced the addition of the SWF embroidery equipment line to individuals and businesses in the Midwestern region of the US. |
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 Siser North America has introduced 3D Xpand CAD Material, a puff that will allow users to add dimension and texture to any graphic design on 100% cotton, 100% polyester or cotton/poly blends. |
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 S.O.S. From Texas has introduced a new 100% organic cotton crewneck sweatshirt (style 110) that is only washed, not bleached. |
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 S.O.S. From Texas has also added a unisex lightweight 100% organic cotton T-shirt (style 200) to its line of blank sportswear. |
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 Plus, S.O.S. From Texas has introduced 100% organic cotton crew socks (style 1118) with a ribbed texture around the ankle and a knitted toe and heel. |
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| Sportco (asi/88792) has acquired the Gabrielle Rohde Royce apparel line and will re-launch a fresh product line this spring. |
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 Stahl’s (asi/88984) Hotronix division has announced the addition of Mike Ryan to its team as dealer sales manager. |
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 Stahl’s (asi/88984) has also introduced CAD-CUT Hologram, a new heat transfer material that allows dealers to create vibrant designs with eye-popping colors and patterns similar to a kaleidoscope. |
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| Superior Uniform Group Inc. (asi/339857) has announced the promotion of Benjamin Alpert to vice president of regional sales. |
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 Workhorse has introduced an athletic printing start-up press package for decorators looking to screen print for schools and teams. The package includes a four-color manual press, conveyor dyer, screen exposure unit and flash-cure unit. |
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