TREND SPOTTER: VARSITY JACKETS
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This varsity jacket (224183) from Holloway Sportswear (asi/61430) is made of 24-oz. Melton wool and includes genuine leather sleeves and pocket welts. It also features a quilted lining with all-access embroidery zipper for easy decoration, as well as high-quality rib-trim on the collar, cuffs and bottom band. |
While student wardrobe choices have significantly changed with the times, one item that first appeared in the 1930s is still a coveted piece of apparel on campuses across the country: the varsity or letterman jacket. Their classic look is still a mainstay at high schools and colleges, and while they were once for men only, they now also feature feminine silhouettes. Students traditionally sport emblems, patches, pins and embroidered personalization on the jackets to display athletic and academic achievements, lending an air of prestige to the wearer.
"The traditional styling makes it easily recognizable," says Jennifer Nixon, marketing manager at Holloway Sportswear (asi/61430). "The wool body with leather sleeves is still the most popular choice. We see demand from schools as well as corporations." Kristin Williams, owner and chief designer at VSA Custom Apparel (asi/700739), goes so far as to call it the male version of the Little Black Dress. "It's classic Americana," she says. "The timeless look goes with just about anything. It can make a statement about who you work for and your accomplishments, or just act as a fashion piece."
While wool and leather are the traditional materials, they can make the jacket pricey, especially with the added cost of embellishment like chenille, twill or embroidery. Suppliers have adapted to client demands by offering wool/wool and wool/vinyl constructions. "To stay competitive in this market," says Andrea Cancellieri, vice president of marketing at GAME Sportswear Ltd. (asi/55752), "suppliers offer various customizable options and color choices."
VSA Custom Apparel has fulfilled orders for a slew of clients, including high schools and universities, corporations, stage shows, dance troupes, rappers, singers and TV and film stars. "Because of its classic nature and wide appeal, I think we've touched just about every market," says Williams. "From trucking companies to sales teams to celebrities, it's everywhere."
When looking to pitch, don't just consider the school market, says Peter Schlieckmann, product manager at Assertive Creativity (asi/37166). "Consider companies with high-ticket items and services," he says. "They're great for prize giveaways and celebrating product launches. They build a sense of pride and loyalty among those who wear them, and command respect from those who see them worn. The company that advertises on them wins trust since it's obvious they're willing to invest in a high-quality product that will be seen by everyone." |
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HOW TO: MASTER GLITTER TRANSFERS
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SparklyTees.com created this four-color transfer combining two solid vinyls with two glitter vinyls for Las Vegas softball team members and their moms. Glitter decoration has been rising in popularity with schools, sports and clubs. |
Glitter transfers enhance the style and overall appearance of promotional apparel. They can be a powerful accent to a design, creating visual interest. "Customers love the shimmer of a glitter transfer," says Sue Wilcosky, marketing manager of Transfer Express (asi/91804). "The print really stands out, and the glitter colors are very similar to the athletic colors the players are wearing, but grab more attention." However, apparel decorators need the right knowledge, skill and technique to set the glitter in place correctly.
Materials to use include polyester, cotton and polyester/cotton blends. "This is not an ink that will stretch, so don't use it on ribbed tees or other stretchy items," advises Wilcosky. Before actually making a customer a design, Kelley Waltz, owner of Las Vegas-based The T-Shirt Guy (asi/530143) and SparklyTees.com, suggests that you test new materials to make sure the transfers will work.
When it comes to the beginning stages of applying a glitter transfer, you want to make sure the glitter is cut correctly. "Glitter is cut in reverse on a vinyl cutter using a 60-degree blade. After cutting, the extra glitter must be removed (weeded),"says Waltz.
An example of setting in a glitter transfer is having the heat press on 350 degrees for 15 seconds with medium press. "Place your shirt on the platen, prepress for a couple of seconds and lift the press. Position the transfer on the shirt, and press for the full 15 seconds. Carefully remove the shirt and transfer from the press, and allow to cool completely," says Wilcosky.
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You want to make sure the glitter transfers are completely cool before peeling off. "Due to static, sometimes when you lift the press the paper may slightly lift up, which disrupts a perfect print. One tip we recommend is putting a lightweight cover sheet over the transfer before pressing so the static does not affect the application," says Wilcosky.
There are a couple of challenges when it comes to glitter transfers. One is that they have to be cut the right way. "The backing for glitter is very sticky. Weeding can prove difficult if the cut is not good. Glitter cut lines cannot be seen as well as other vinyl, so the cut is important to weeding," says Waltz. The other is getting customers to choose designs with large, bold prints and less-detailed art because they are the easiest for glitter transfer application. "The art really does make all of the difference," says Wilcosky.
Glitter is popular among the spirit and youth market. "Glitters are the new rhinestones. Using glitter, you can add a multi-decorated design that wasn't possible prior to the varieties of glitter that are now available," says Waltz. |
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Market Spotlight: education
Perhaps not surprisingly, the educational market has a collegial atmosphere, with ample opportunity for referrals, making it a rich niche to mine. Distributors and decorators who work with educators – from preschool through college – say that one of the sector's greatest strengths is that a single point of entry can offer a wealth of additional business.
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"The good part is departments talk," says Brad Akers, president and owner of Chicago-based distributor Tip-Top Branding (asi/344851). "At many universities, there's some harmony between the different departments, so there's an ability to get in there and become a centralized source."
Buying among schools also tends to be consistent. Regardless of the economy, schools rarely nix their ad specialty needs from one year to the next, distributors say. Why? As college enrollment is rising nationwide (from 15.3 million in 2000 to 20 million in 2010, according to the National Center for Educational Statistics), universities are looking for more ways to increase their visibility among prospective students.
Education "is always a growing market as long as the population is growing," says Glen McCandless, founder and president of Focus Marketing and manager of SellingToSchools.com. But that doesn't mean growth is always rapid, McCandless adds. Growth generally parallels GDP, he says, a number that might hover near 3%. Still, he believes some growth each year is a hallmark of the industry.
Barb Burcham says loyalty, despite economic ups and downs, persists. "The colleges I have are pretty much my people," says Burcham, owner and president of Advertising Specialties & More Ltd. (asi/113357), a distributorship based in Norman, OK. "I just feel like they wouldn't leave me for ten cents less on a product."
For the most part, distributors say cold calls do little to gain entry with schools. Even on the elementary school level, where PTA board members and teachers are more approachable with a simple phone call and introduction, it always helps to find a connection to leverage, says Burcham. McCandless agrees, with one caveat: "The easiest way to get in is where you have a personal contact," he says, though companies can also make inroads by selling products at educational events, such as trade shows. |
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