Untitled Document

*WearableStyle*	Volume 137 / December 6, 2010
Click here to read this and past issues online.

PODCAST
Exclusive Laura Bush Interview
The hosts of ASI Radio's Tuesday Morning Show welcomed former first lady Laura Bush to the show last week. Bush shared her experiences in the White House, and offered stories about the many charitable causes that she's involved with. She also provided listeners with ideas for how they can thrive throughout obstacles and challenges. "Keep your eye on the ball and stay focused," Bush said during the show. "You have to do everything you can to keep your eye on what the goal is and not be sidetracked by other criticisms or problems that come up."

Click here to listen to a podcast of the entire interview.

And, don't forget to join us for our next broadcast on Tuesday, December 7. Log on to www.asicentral.com/radio at 10:30 a.m. ET to listen to the show, and give us a call at (215) 953-4979 to hear your voice on the air.

Trend Alert: The Un-Christmas Sweater

Prompted by classic films like National Lampoon's Christmas Vacation and countless Sears' photo studio family portraits, adults young and old this time of year unwittingly (and sometime knowingly) don their favorite garish holiday sweaters. However, since these are not recommended, outside of an "ugly Christmas sweater" theme party, this season deems long cardigans a winter wardrobe must-have. Although these trendy cardigans don't showcase reindeer, elves or flashing Christmas lights, they are a great substitute for heavy sweaters and uncomfortable blazers.

Long cardigans add tons of style and versatility to any wardrobe, and make it easy to create effortless layered looks that are comfortable and stylish. What makes long cardigans so popular is that they come in a variety of styles, so they fit and flatter every body type. "This sweater style makes women look taller," says Taraynn Lloyd, director of marketing at Edwards Garment (asi/51752). "The longer body provides a slimming silhouette."

Long cardigans work year-round – they can be worn open over a sundress in the spring or paired with chromatic leggings in the fall. They can be dressed up for the office over a silk camisole, or dressed down for the weekend over a T-shirt and jeans.

And because the look is so clean and simple, it's the perfect canvas to accessorize. Add on a bold-colored scarf, funky long necklace, crazy earrings, tight belt, chunky bangles or a fabulous bag for a splash of fun.

Sometimes referred to as the "grandpa" or "boyfriend" cardigan (but don't be fooled by the name), this item is sure to be a winter wardrobe staple and a throw-and-go favorite. But it isn't just for women – men can pair a solid cardigan with a striped button-down shirt for a fresh look.

Interested in Becoming a Wearables Contributor?
You've learned a lot working with apparel — and now's the time to share your knowledge with our readers. Are you a master marketer? A champion salesman? An eco or performance expert? Then consider this your invitation to write an article for our "Business of Wearables" department. We're looking for wearables companies with useful tips or lessons learned to share with other readers.

If you're interested in writing, send a short bio and summary of your topic to editor C.J. Mittica at cmittica@asicentral.com. We're looking forward to hearing from you.

Taking Cues From Retail Trends

In the past in the wearables industry, there was a notorious lag between the time a style was hot at retail and the time it would be available in the branded-apparel industry. But, there's some evidence that this lag time is becoming shorter, and even disappearing. "The lag behind retail that's often associated with the promotional market no longer exists," says Gina Barreca, director of marketing for Vantage Apparel (asi/93390). "Buyers have challenged industry suppliers to have fashion and trendy items available at once."

But how do you make sure that you pick an item that is both trendy and long-lasting? Consider these three tips.

1. Trend or fad? Retail trends usually have a shelf life of at least a season, but it could be as long as a year or two, and they're cyclical. Fads, on the other hand, are in and out in a heartbeat. How can you tell the difference? "By following the demand in the retail market, you can gauge the success of a style," says Jessica Clifford, marketing coordinator for Kavio! (asi/64152). "High, steady demand usually translates into a long life, whereas a burst of high demand usually dies out quickly once the market has been flooded. Also, trends that have new takes on old styles usually have lasting power."

2. Fads are few and far between. "There are a few products in the promotional apparel industry that are so fashion-forward that they'll be out of style in a matter of weeks," says Michelle Swayze, marketing director of In Your Face Apparel (asi/62494). "As long as you're serving the current demographic need that the customer is trying to reach and applying a ‘fashionable eye' to the selections and decoration, you should be safe." Be sure the client knows that while the item will have a big impact initially, it has a short shelf life as far as fashion goes. If the client is on board, enjoy making a splash with a fun fad.

3. Style it right. "Sometimes a trend isn't about the item itself, but how the item is worn," says Barreca. "One season it's cool to layer a polo under a sweater and the next season that same polo is shown layered on top of a long-sleeve T-shirt." Knowing how to present retail items is almost as important as knowing which items to present, and if a distributor can demonstrate the way a single product can be restyled to keep up with trends, their client will be more likely to see the value of the product.

New ASI Education Online Course Available
Start working toward achieving your BASI (Bachelor of Advertising Specialty Information) or MASI (Master of Advertising Specialty Information) by taking self-paced, on-demand courses at ASI Education's Online Learning Center. In our newest course, "Eco-Friendly Apparel Facts and Strategies," you'll learn about a variety of eco-truths, key strategies for working with suppliers and customers, and how to sell different eco-categories. Click here to take the course.

Case Study: Restaurant Employees Receive Apparel Makeover

When thinking of restaurant employees, the last word that probably comes to mind for most restaurants is "sexy." But at Stonewood Grill & Tavern, the latest project was a modernization effort to adorn the staff in sleeker, sexier attire.

Situated in Ormond Beach, FL, Stonewood selected decorator Mid-Florida Sportswear Inc. as its preferred vendor for companywide uniforms. The new uniforms, which consist of a non-unisex, all-black design, complement the restaurant's recent efforts to modernize its brand and mirror its stacked-stone and mahogany décor.

Previously, Stonewood employees sported unisex khaki pants and pinstripe oxford shirts. "We wanted a sleeker, sexier, trendier look that has a classier feel to it than the previous staff attire," says Colette McBride, Stonewood's vice president of finance and accounting, who handled the bidding process. "Mid-Florida Sportswear helped us achieve that goal."

Stonewood selected the decorator due to its track record of working with multi-unit restaurant groups, such as Outback Steakhouse, Urban Flats and Gator Dockside.

Together, the teams designed an array of apparel, including a men's long-sleeve server shirt, ladies' three-quarter-sleeve server shirt, men's short-sleeve bar shirt, ladies' short-sleeve bar shirt, bistro apron, cotton T-shirt and baseball cap. These items will be used in the restaurant's 17 locations in Florida and North Carolina.

Performance T-shirts

Want to work off a few of those holiday pounds? So do your clients, so don’t let them hit the gym without sporting the most updated performance wear, such as the lightweight Champion Men’s Double Dry Interlock T-shirt (CW22) and Women’s Double Dry V-Neck T-shirt (CW23) from Hanes/Outerbanks (asi/59528). Made from 100% polyester, the moisture-wicking fabric helps inhibit perspiration and prevents moisture build-up. Other features include a self-fabric collar, double-needle hemmed sleeves and bottom, and cover-seamed armholes and neck for durability. These shirts come in a variety of sizes and colors, so offer them to your clients in scarlet or royal to rev up the palette of their workout wear.

Selling Tip: Although athletes need to stay cool and comfortable, any group that puts in long, sweaty hours can benefit from performance wear, including construction workers, landscapers, chefs, paramedics and more.

Ask An Expert

Q: I’m looking for long chef aprons in black. Thanks for your help.

A: You can find an ankle-length black bib apron (2001882) with adjustable straps from Berghoff International (asi/40217); (727) 853-3355; www.berghoff-usa.com. Also try Two Lumps of Sugar (asi/92389); (212) 966-1303; www.twolumpsofsugar.com; this supplier carries dozens of coated aprons, including waist and bib styles in a variety of colors. Lastly, check out the black polyester chef apron (A16) from Country Line (asi/46764); (416) 740-3711; www.countryline.ca.

Selling Tip: Don’t let an apron stand alone. Upsell it with a collection of chef apparel, or for the casual cooker, a package of branded kitchen utensils and other useful items.

Q: I’m looking for pullover hoodies that have shoestrings in the placket. I saw one at the ISS Show in Ft. Worth, but I don't have a catalog. Could you please, please help in time for Christmas?

A: There are a handful of suppliers that carry pullover hoodies with lace-up plackets. Start by checking out Arrow Hockey and Sport (asi/68887); (800) 343-5216; www.arrowhockey.com. It carries a 9.5-oz., heavyweight hoodie (TM-ESTLH) in gray with a white shoelace. Also try Sportco (asi/88793); (630) 544-3520; www.sportcousa.com; it offers a lace-up hoodie (SA104) in a cotton/polyester blend. And if neither of those tickle your fancy, go to Game Sportswear (asi/55752); (914) 962-1701; www.gamesportswear.com, where you can find a hockey hoodie (8200) with a large front pouch pocket that comes in several color combinations.

Selling Tip: Shoelace hoodies may have originated in the hockey world, but all sports players and enthusiasts will embrace this style.

News Briefs

Dark Star Printing & Embroidery (asi/48502) of Muncie, IN, has joined ASI as a decorator supplier.

Executive Apparel (asi/53418) is offering free freight until the end of the year if the code "award" is mentioned.

Gildan Activewear has announced the top 10 charities vying for a $100,000 donation in the "I Support ..." campaign: American Cancer Society, American Heart Association, Corporation Culturelle Latino-Americaine de L'amitié, Cystic Fibrosis Foundation, Discovery!, Drew Hildebrand Teen Benefit Fund, Home Boy Industries, Juvenile Diabetes Research Foundation of West TN, Palm Beach County Motorcyclist Toys for Tots, and Snowball Express. The campaign now moves into the judging phase, where one charity of the 10 will be selected to receive a $100,000 donation from Gildan in January.

Great Dane Graphics has added new designs to its music stock art, including: "Blues Skeleton," a cigarette-smoking skeleton playing a guitar; "Night Music," featuring a trumpet and saxophone players; and "Cobra Guitar," which has a cobra coming out of the neck of the guitar.

Hanesbrands (asi/59528) has announced that the company’s global social compliance program has been accredited by the Fair Labor Association. In addition, the supplier received one of the highest scores for global supply chain compliance programs in an independent study conducted by As You Sow, a corporate social responsibility advocate. Lastly, Hanesbrands ranked 91st out of 500 in Newsweek's recently-released green company rankings.

Hirsch International has released a new automatic Adelco Drawer Dryer specifically designed for curing direct-to-garment digitally printed shirts; it can also be used for low-volume screen-printed shirts.

World Emblem International (asi/98264) has promoted Nicolas Restrepo to vice president of sales.

Wearables Terms

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

Birdnesting: Collection of thread between goods and needle plate, resembling a bird’s nest. Formation of a bird’s nest prevents free movement of goods and may be caused by inadequate tensioning of the top thread, top thread not following thread path correctly or flagging goods.

Mesh: A type of fabric characterized by its net-like open appearance, and the spaces between the yarns. Mesh is available in a variety of constructions, including wovens, knits, laces and crocheted fabrics.

Piqué: A fabric of cotton or spun rayon woven lengthwise with raised cords.

Show List
Dec. 3, Phoenix, AZ Holiday Social at the Phoenix Zoo (480) 889-1392; www.azppa.org Dec. 8, Austin, TX CAPPA Holiday Social (830) 980-9077; www.cappatexas.org Dec. 8, Houston, TX Awards Dinner & Holiday Party (281) 238-4772; www.houstonppa.org Jan. 3-7, Boston, Long Island, New Jersey, Philadelphia, Baltimore Advantages Roadshow (800) 546-3300; www.asishow.com Jan. 3-6, Marlboro, MA New England Apparel Club Show (781) 326-9223; www.neacshow.com Jan. 8-11, Oaks, PA Philadelphia Gift Show (678) 285-3976; www.philadelphiagiftshow.com Jan. 8-11, San Francisco San Francisco International Gift Fair (678) 285-3976; www.sfigf.com Jan. 11, Webinar "Hot New Products for Digital Decoration" by Sawgrass Technologies 5 p.m.-6 p.m. ET (843) 884-1575; www.sawgrassinc.com		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

If you'd like us to send Wearables Style FREE to anyone else at your company (or to your off-site sales reps), go to www.asicentral.com/newsletters and complete the online form.

Interested in advertising in Wearables Style? Send an email to ekoehler@asicentral.com

Click here to subscribe to Wearables™ magazine. The publisher has a right to refuse subscriptions to non-qualified subscribers.

Advertising Specialty Institute®, 4800 Street Road, Trevose, PA 19053