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*WearableStyle*	Volume 133 / October 12, 2010
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PODCAST

Overcoming Inventory Issues
On Tuesday’s ASI Internet Radio Show, the hosts took questions from callers who were looking for advice on how they could deal with supplier inventory issues. Wondering how to ensure you get orders fulfilled accurately and on time? Looking for questions to ask suppliers about their current inventory? Click here to listen to the inventory-challenges segment from Tuesday’s show.

And, don’t forget to join us next Tuesday, October 12, for our next broadcast, when actor and activist Michael J. Fox will be a special guest. Log on to www.asicentral.com/radio at 10:30 am ET and give us a call at (215) 953-4979 or e-mail us at radio@asicentral.com to participate on the show. We want to hear from you.

Trend Alert: Aprons

For decades, the apron was associated with the 1950s symbol of the happy American housewife. (Think high heels and pearl necklace as well and you get the image.) In the decades that followed, the apron fell under the radar thanks to changing tastes and a transition into the women's liberation movement.

Today, the apron is back and better than ever. The two most popular types – the bib apron (which covers the chest and lower half of the body) and the waist apron (which covers only the lower half) – have continued to evolve. The practicality of aprons is still in place, and today they're being decorated with fashionable prints such as floral, stripes, polka dots, fruit and animal print. "A strong shift is moving toward full-color digital graphics with photographic imprinting capabilities," says Scott Thackston, executive vice president of Aprons, Etc. (asi/36558). "Brown is the new black lately, but in apron uniforms, royal, red and navy are still popular." Companies are also striving to "bring sexy back" with lace-trimmed aprons and feminine colors, highlighting the housewives vibe coupled with trendy construction.

The apron has also crossed the gender barrier. Men wear them to flip burgers or stir up veggies on the grill just as much as women do when cooking, and when worn in a corporate environment, the apron provides a unified look for all employees. "They are more functional for multiple uses in one company setting or industry," says Thackston, whose company has launched a new No-Tie Apron that uses Velcro to attach. "Our exclusive patented No-Tie Apron fits in many different departments as one uniform solution."

Aprons can be as bright and bold as you want these days, and they don't come with the stay-at-home stigma of the '50s. They can be made from just about any material, as long as it protects the wearer, and there is no limit to how they can be embellished. So tie one on (or Velcro it, for that matter) and have some fun!

Listen to ASI Internet Radio
Be sure to tune in each week as a team of ASI editors takes to the airwaves for the ASI Internet Radio show. For a half-hour each Tuesday, we debate the most important topics facing the industry, as well as offer an off-beat look at the market.

If you missed any of our shows, don't worry. Recordings are available at www.asicentral.com/radio. And, don't forget to join us every Tuesday at 10:30 a.m. ET time when we broadcast our radio show live. We'll be taking calls from the audience, so please call us at (215) 953-4979 to hear your voice on the air.

How to Sell It: Sleepwear

The sleepwear you knew from another generation has been, well, put to bed. What was once referred to as "sleepwear" has become a broad category of products that includes everything from traditional pajamas to items like robes, yoga pants, loungewear and even accessory products like blankets, eye masks and slippers. "The line between sleepwear and loungewear is blurred," says Catesby Jones, president of Peace Frogs Inc. (asi/47432). "Traditional pajamas are not as big as they were years ago when Ward and June Cleaver wore them," he says. "Boxers, loungepants and T-shirts are the garments of choice today." Here are four tips on waking up your sleepwear sales:

1. Size right. While sizing is always an issue with apparel, distributors often sell shirts without having to worry about matching pants. "Be careful with the sizing, especially if the product is for a specific use," says Sherry Kennedy, president of Proforma A-Z Specialties (asi/300094). "Selling bottoms is very different than shirts. People's bottoms are just as different as their tops, and then you also have to deal with the length of the pants." In one promotion, Kennedy remembers the pant legs were too long for some of the women, but shortening them would cut off the decoration down the leg.

2. Emphasize versatility. "A lot of conservative buyers might see sleepwear or yoga wear as a very specific market," says Jennifer Chiu, product manager for Ash City (asi/37127). "From the customer's point of view, there are many uses for these garments, such as spawear, fitnesswear and resortwear, and more daily, ‘anytime' uses."

3. Win with whimsy. "Sleepwear is as unique as it is practical – it's a fun item," says Jones. "The message is versatile, so you can have fun and be irreverent or you can be serious and brand-driven. The versatility is the best part."

4. Add to your sleepwear sales. The sleepwear market encompasses many different accompanying accessories that your client might be interested in, so don't forget to include them in every presentation. "We've added on fleece, slippers, a variety of T-shirts, pillows, afghans and many kinds of home décor accessories," says Jones.

Take the Third-Quarter Sales Survey
ASI is currently surveying distributors in the market to find out how they did in the third quarter of 2010. This important data helps give industry practitioners a read on how the overall market performed in the most recent quarter, so please take a few minutes to take the survey.
Click here to take the survey now.

Sales Challenge: Corporate Anniversary Marketing

A big blowout anniversary may only come around once every five years for your clients, but for the average distributor it is a recurring opportunity to create a major promotion for a customer. "Using an anniversary to reinforce their strength and messaging is a really great opportunity," says Jamie Stone, president of Gifts by Design (asi/205497). "It's also a really great time to be reflective and appreciate how you got to whatever anniversary that is."

Corporations have all sorts of means to memorialize their history – everything from books to videos to museums. But merchandise should absolutely be included. What are the most effective promotional products to give? "One of the things that we focus on is finding a merchandise item that is authentic to the organization and has meaning to the organization," says Jason Dressel, vice president and managing director of The History Factory, a heritage management marketing firm. Taking the theoretical example of a company celebrating its 50th anniversary, a normal hat with a 50th anniversary logo would be fine. But if you took the time to recreate an original shirt or work uniform from the company's first years? That would really impress your clients and their customers.

In celebrating an anniversary, it's not enough to simply mark the occasion. The best distributors take it as an opportunity to package a company's history into a core marketing message for the future. "You don't just want to tell people you're 25 years old," Stone says. "Tell people what you have been doing for 25 years. What are you famous for? What's the pride and joy about your business? And tell people that."

Our Favorite Wearables
Waterproof Work Boot

Built upon the premise that footwear must be sturdy and stylish enough to wear on and off the clock, Keen has unveiled its 2011 utility line with an eye toward versatility. This full-grain leather boot (style Portland) is not only waterproof, but it has a slip-resistant outsole and a crush-proof composite toe. In addition, it’s trendy and comfortable enough to wear around the house in addition to the worksite. Available from Keen Utility (www.keenfootwear.com).

Selling Tip: The boot has 3M reflective piping on the outside, which makes it an ideal addition to a full workwear outfit that meets ASTM visibility regulations.

Ask An Expert

Q: I am searching for cobbler aprons, preferably in gray. Can you help me find a source?

A: Try FIEL-Fairdeal Import & Export (asi/53509); 888-634-3435; www.fiel.com; product #2SA. These cobbler aprons feature all-around binding, side ties, and two bottom pockets. They’re made of durable poly/cotton twill and are bartacked on stress points to withstand wear and tear. Plus, they come in three different shades of gray.

Selling Tip: Consider varied shades of gray to delineate groupings within a restaurant or bakery, such as line cooks, dishwaters, lead chef, etc.

Q: I am looking for Harriton M915 bags in yellow with black straps. I have searched every wholesale catalogue I can think of, but nobody seems to have any in stock. I have a customer who wants this particular bag for a very large order. Can you help me?

A: Alpha Shirt Company (asi/34408); 800-523-4585; www.alphashirt.com carries the M915 Harriton bags in many colors, including in yellow with black straps. The bags also feature a large outside pocket and are made of quality 600-denier polyester.

Selling Tip: These bags are perfect for the beach. Stock them with all sorts of beach goodies and use the whole package as a comprehensive promotion.

News Briefs

BITO has introduced the Flexi-Stone rhinestone-setting machine, which gives the option of creating rhinestone transfers or affixing them directly to a garment.

Bodek and Rhodes (asi/40788) has introduced its new ordering system for purchasing personalized imprinted catalogs online with ease. They are reducing the price for the first print run, which will ship early next year. The supplier also announced that it is partnering with Jerzees to give away a free Garmin GPS unit every business day in October.

Broder Bros. Co (asi/42090) has announced that it will carry the Ashworth (asi/37128) line in 2011 through Alpha Shirt Company (asi/34408), Broder and NES Clothing Co (asi/72808). The supplier also announced a new 63,500 square-foot distribution center in Denver that will open on October 25. The grand opening event for customers will be held on October 28.

Carhartt Inc. (asi/43861) has launched its "Built To Outperform" online sweepstakes, promoting new twill workwear styles. Winners can receive high-performance prizes valued up to $18,000.

Crooked Brook (asi/47509) of Utica, NY has joined ASI as a supplier decorator.

Dalco Athletic has announced a new full-color dye-sublimation patch. The 100% polyester patches are printed in bold, long-lasting, unlimited colors in a variety of shapes.

GAME Sportswear (asi/55752) has released a new digital 2011 active apparel catalog.

Redwall Screen Printing (asi/81624) of Milwaukee has joined ASI as a supplier decorator member.

SanMar (asi/84863) has hired Russ Wenter and Phil Osborn to its industrial laundry team.

Sportsman Cap Network (asi/88877) has introduced a video web campaign that features Morgan Woolard, Miss Oklahoma, as part of the company’s 2011 catalog launch. Each catalog comes with a barcode, which distributors can use to download the video via their mobile phones.

Sweda (asi/90305) has announced the launch of www.SwedaSurplus.com, a website that offers overstocks, product specials, closeouts, blank products and more deals in over 18 categories, including writing instruments, bags, drinkware, electronics, stationery and watches.

TSC Apparel (asi/90518) has announced that its Tultex brand T-shirts will be worn by volunteers in the October 10 episode of ABC's Extreme Makeover: Home Edition.

Vantage Apparel (asi/93390) has announced it will begin offering free freight for blank purchases over $200 when ordered online. Click here for details.

Vitronic Promotional Group (asi/93990) has announced the addition of three inside sales representatives: Amanda Jecklin, representing IA, MN and WI; David Yeager, representing OH, PA, WV and KY; and Tony Kruessel, representing IL, MI and IN.

Wearables Terms

Knowing these terms will make distributors who just started sound like they’ve been in the business for years.

Backing: Woven or nonwoven material used underneath the item or fabric being embroidered to provide support and stability. Can be hooped with the item or placed between the machine and throat plate and the hooped garment. Available in various weights and in two basic types – cutaway and tearaway.

Scaling: Ability within one design program to enlarge or reduce a design. In expanded format, most scaling is limited to 10% to 20%, because the stitch count remains constant despite the final design size. In condensed or outline formats, scale changes may be more dramatic, because stitch count and density may be varied.

Mercerization: A process of treating a cotton yarn or fabric, in which the fabric or yarn is immersed in a caustic soda solution and later neutralized in acid. The process causes a permanent swelling of the fiber, resulting in an increased luster on the surface of the fabric, an increased affinity for dyes, and increased strength.

Show List
Oct. 16-17, Cleveland, OH Embroidery and Direct to Garment Extravaganza (813) 846-6031; www.swfeast.com Oct. 17-20, Marlboro, MA New England Apparel Club Show (781) 326-9223; www.neacshow.com Oct. 18-22, Fargo/Moorhead, Minneapolis, Des Moines, Kansas City, St. Louis Advantages Roadshow (800) 546-3300; www.asishow.com		Oct. 22-24, Seattle, WA Seattle Cash & Carry Show (415) 447-3234; www.weshows.com Nov. 4-6, Charlotte, NC NBM Shows (966) 893-7682; www.nbmshows.com Nov. 4-6, Charlotte, NC Charlotte Printwear Show (800) 394-4426; www.hirschinternational.com

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