WearableStyle
Volume 148 / May 9, 2011
Click here to read this and past issues online.
VIDEO

Show Us Your Showroom
What are the elements of a successful showroom? We’ll go over all the details in an upcoming feature for Wearables. For a sneak peek, we visited Duane Watlington, president of Active Imprints (asi/104863) to see what goes into making his showroom work. Click here to watch the video.


Trend Alert: Coral

From the red carpet to the backyard patio, coral is king this spring and summer season – a perfect fit for beach buffs and fashionistas alike. Coral's summery color is appearing on everything from sandals and dresses to bags and home décor. The popularity of coral has grown recently because the aesthetic isn't so serious; it's a perfect alternative to metallic glitz yet still keeps an element of fun.

Eric Rubin, president of Blue Generation (asi/40653), is not ignorant to this trend. "We're seeing greater retail influence on fashion, especially in ladies styling and coloring," says Rubin. "As a result, we've recently added coral to our color selection repertoire as well as aqua, mulberry and cactus."

In general, coral is surprisingly versatile. It can range from light and peachy to deep and vibrant, so find what works for your client. It can be as subtle or lively as you desire, since coral is increasingly popular in every texture, silhouette and hue variation you can imagine.

Coral can fit in with a brightly-colored outfit, or it can be used as a statement piece to break up an outfit of neutrals. A coral skirt works well with a cream or beige top and cardigan, or a bold coral camisole fits fine with a neutral suit. It can be used as an accessory, such as a headscarf, belt or handbag. You can also find coral jewels in any number of shapes - from cabochon ring styles to beads on earrings and bangles. Although it conjures up images of the ocean, the orange and red tones make it a great, playful accessory option going into the fall season.

TOP
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 asicentral.com/radio. And don't forget to join us every Tuesday morning at 10:30 a.m. Eastern 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.


Q&A: BrandRims

BrandRims (asi/41541) is an Allentown, Pa-based supplier of high-quality, custom-designed sunglasses. Established in March 2010, the company has a propriety process for branding the frames of sunglasses. Tom Moore, BrandRims' director of marketing, answers some questions about the company.

Q: Can you tell us a bit about the BrandRims proprietary branding process?

Tom Moore: BrandRims technology was developed over many years. Our process permanently bonds the repeating logo to the entire outer frame. We are the only full frame branded eyewear in the industry.

Q: What is unique about the type of branding that the BrandRims process allows for?

TM: Companies search for how to be seen. BrandRims puts company logos where you look – "in the eyes" – bringing full attention to your brand.

Q: Does BrandRims focus on a particular market?

TM: BrandRims is perfectly suited for college and professional sports, beer, wine and liquor companies, fast food chains, event marketing, fund raisers, cruise lines, resorts, museums, aquariums and national parks. We are surprised at how many companies have embraced our product.


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 salesperson? 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 people 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.


Huge Turnout for S&S Activewear Open House

Taking place in the supplier's impressive 494,000-square-foot warehouse on April 29, the S&S Activewear (asi/84358) Open House was a must-attend event. Attendees were given the perfect setting to interact with S&S staff, share ideas and see what's new at about 40 vendor exhibits.

More than 1,900 distributors and decorators attended the open house in Bolingbrook, IL. There was something for everyone at the show, where vendors showcased corporate apparel, sport shirts, uniforms and more. There was even a Doggie Skins hooded T-shirt for Fido from L.A. T Sportswear (asi/65948). The influence of retail fashion was on display, with shirts boasting a longer, sheer design. Leggings definitely aren't going anywhere, as they are a new and popular addition to the offerings from Bella (asi/39590). According to Margaret Crow, marketing director for S&S, it's important to show attendees something from every vendor. "The fashion show reminds people what we have. We've been doing it for eight years now," she says.

Each attendee seemed to have a different reason for attending the show. For Lee Zimmerman, owner and operator of Midwest Stencil, it was time to find a replacement for Bill Blass shirts. For Donna Kleinlein, owner at DK Designs, business has been up and down. "I'm in a very small town. January and February were OK, but May and April were slow. It's just starting to pick up," she says. Recently, she worked with a local dog club that placed a big order for shirts. She's also worked with a fire department and schools. "Kids definitely like multi colors and applique," she says.
Here were a couple other trends that got noticed at the open house:

Burnout:  Blue 84 showcased a juniors' burnout sublimated tee and burnout V-neck football T-shirt. According to Crow, "Burnout is here to stay."

Polyester: In sport shirts, Adidas hit the ground running with two ClimaLite shirts on the runway, the tour pique short sleeve sport shirt and tech long sleeve mock. "They come at a higher price point, but we're moving forward with 100% polyester," says Brannon Storm with Adidas. "We are staying performance driven. The golf industry is definitely bouncing back for Adidas."

Micro fleece: In the fleece and outerwear department, micro fleece and soft shell were definitely a hit. "There are different fabrics in these jackets. They're updated with different accessory pockets and new seaming," says Lara Burchfield, sales coordinator for Colorado Clothing (asi/45792).

 

Our Favorite Wearables

Gardening Gloves
April showers do indeed bring May flowers, but those sweet smelling sprouts (and lawns, landscapes, trees, shrubs, vegetables, weeds – the list goes on) require routine maintenance. It means the time is right to unearth a good pair of gardening gloves. These cotton-polyester seamless knitted gloves (style 51473-A) are natural colored and given a rubber coating that protects hands in the garden. They’re available in size small or large for both men and women. Available from The Fairfield Line (asi/53510).

Selling Tip: Don’t just stop with gardening gloves – offer your green thumb clients all the apparel and accessories they’ll need to take care of the outdoors, including hats, boots and clogs, aprons, sunglasses, and shirts and pants.



Ask An Expert

Q: We’ve been searching for a 60% poly/40% cotton t-shirt with no luck. We want to see if sublimated color will be sharper on 60/40s than on 50/50s. We’ve tried the reverse (60% cotton/40% poly) but were not satisfied with the washed-out look. Can you help?

A: You can find a variety of 60% poly/40% cotton tees at Magic Apparel Group (asi/68463); (888) 869-6777; www.magicapparelgroup.com. You can offer the ladies a crewneck (product B2439) or V-neck (B2440) 3.8-oz. jersey fabric tee that’s blind-stitched and both garment-dyed and -washed. Both styles come in eight colors in sizes XS-XL. The guys will like product B1046, a 3.8-oz. jersey crewneck T-shirt that’s garment-dyed and -washed for that vintage feel. It also comes in eight colors, in sizes S-2XL. Product A1050 is a classic unisex tee made of 4.5-oz. ringspun jersey fabric with a tearaway label. This shirt is available in white in sizes S-2XL.

Selling Tip: While the price of polyester and cotton yarns has increased, the incline has been steeper on cotton. As such, poly-cotton blends could present a quality, lower-price point alternative to clients turned cold by the higher cost of cotton items.

Q: I have a dance studio customer who wants velour warm-up suits. No one seems to have them anymore. Do you know of any off-the-beaten-path suppliers who might have this product in their arsenal?

A: Start with Dovewear (asi/50688); (877) 897-3683; www.dovewear.com; product VS3000Y for youth sizes, VS3000 for ladies’ sizes. This set includes a zip-up velour hoodie with a front pocket and wide-leg capri pants with a form-fitting, body-hugging fit. It’s available in sizes S–2XL in black, gray, and other colors.

Also try the Alpha Shirt Company (asi/34408); (800) 523-4585; www.alphashirt.com; product DP405W for hoodies, product DP410W for pants. The hoodie has a full zipper and front pockets and the pants feature a straight leg and easy fit.

You can also look at Bella (asi/39590); (877) 727-2001; www.bella.com; product 7817 for the pants, product 7807 for the hoodie. Both come in sixes S–2XL and are available in four colors. The low-rise pants have a straight leg with a slight flare and the hoodies have a contoured fit and full front zipper.

Selling Tip: Velour is a fabric with staying power. Pitch velour track suit tops as an option for clients trying to convey a young and hip image. In addition to dance and performing troupes, velour warm-ups could also interest traveling youth sports teams who are after a unique look.



News Briefs

AEF Emblem (asi/30117) has expanded its customer service department by opening an office in the Las Vegas area (Henderson, NV). This additional office will provide AEF Emblem’s current western distributor network better communication through faster customer service and extended hours of operation.

American Apparel (asi/35297) has secured a $15 million cash infusion from a group of Canadian investors who have the option of injecting as much as $28 million in additional funds into the company over the next six months.

Bag Makers Inc. (asi/37940) announced that it has launched a video channel on YouTube at www.YouTube.com/BagMakers.

Bodek and Rhodes (asi/40788) announced its partnership with apparel manufacturer Gildan for a month-long promotion in May. The companies will be giving away a free iPad 2 every business day, plus an extra drawing once a week.

Broder Bros. Co (asi/42090) has launched Office Rewards, a contest that gives customers the chance to win daily prizes worth $500 and weekly prizes worth $1,000. After opting in, customers are given one chance per $250 or more order for the daily drawing and one chance per $1,000 or more order for the weekly drawing. For more information, go to: broderbros.com/officerewards.

FiberLok has introduced ObiKnit Graphics, a breakthrough category of heat applied graphics and stickers with high-perceived aesthetic and performance values such as light weight and elasticity.

Graphics One and OKI Data have announced a national partnership for world-class printing technology and full-service solutions. The companies have announced the launch of OKI's proColor 920 WHT printer, designed for color output for transferring onto white and dark colored T-shirts of various fabric types.

Hartwell Industries (asi/60135) has received national certification as a Women's Business Enterprise by the Greater Women's Business Council, a certifying partner of the Women's Business Enterprise National Council.

In Your Face Apparel (asi/62493) is now an ASI supplier decorator.

Madeira USA is now selling Coats’ new Trusew Magnetic bobbins, which can be used anywhere that tension consistency is required or on materials where overspin is an issue.

Penn Emblem Company (asi/62485) has promoted Randi Blumenthal Joseph to president. Blumenthal Joseph, a granddaughter of Penn’s founder, will be responsible for the day-to-day operation of the company’s manufacturing and marketing functions. As president, she follows in the footsteps of her grandfather and her father, each of whom was president for many years. Blumenthal Joseph was named senior vice president of sales in 1994, and since 2005 served Penn Emblem as executive vice president of sales, marketing & business development.

Polyconcept, the parent company of Counselor Top 40 supplier Polyconcept North America, announced that it completed the divestiture of its Swedish textiles subsidiary PF Jersey AB. The company had revenues of approximately SEK 29 million ($4.8 million) in 2010 and currently employs 120 people. Polyconcept said the divestment will not have a significant impact on its operating profit in 2011.

Stahls’ ID Direct (asi/88984) has introduced reflective safety designs for high visibility during periods of low light. There are more than 20 designs and patterns that can be applied down the legs and arms or across the back of running, swimming or cycling apparel.

Transfer Express (asi/91804) has introduced custom screen printed transfers Glow-in-the-Dark transfers.

TSC Apparel (asi/90518) has announced its one year anniversary since opening new facilities in mid-Georgia and Atlanta.



Wearables Terms

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

Plissé: A lightweight, plain weave fabric, made from cotton, rayon, or acetate, and characterized by a puckered striped effect, usually in the warp direction. The crinkled effect is created through the application of a caustic soda solution, which shrinks the fabric in the areas of the fabric where it is applied.

Poplin:  A fabric made using a rib variation of the plain weave. The construction is characterized by having a slight ridge effect in one direction, usually the filling.

Pull Compensation:  A degree of distortion built into a design by the digitizer to compensate for pull on the fabric caused by the embroidery stitches.



Show List  
May 9-13, Canada West (Vancouver, Calgary, Edmonton, Winnipeg)
Advantages Roadshow
(800) 546-3300; www.asishow.com

May 15-18, New York
National Stationery Show
(800) 272-7469; www.nationalstationeryshow.com

May 18-20, San Diego
ASI Show
(800) 546-3300; www.asishow.com
June 2-5, Las Vegas
Las Vegas Antique Jewelry & Watch Show
(239) 732-6642; www.vegasantiquejewelry.com

June 9-11, Indianapolis
NBM Show
(966) 893-7682; www.nbmshows.com

f

Wearables Style and Wearables are trademarks of the Advertising Specialty Institute. You were sent this newsletter as a benefit of your ASI membership. Copyright 2011, ASI. All Rights Reserved.

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