VIDEO
Better Blogging
Kathy Huston, editor of Wearables’ sister magazine Advantages, discusses tips for building a successful blog.
Click here to watch this video.
What did you think of this video? Send your feedback to cmittica@asicentral.com.
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Trend Alert: Tank Tops
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Tank tops are always a summer trend because they're practical for the season: simply put, they help people to stay cool as the temperature heats up. However, the tank top is turning into a year-round stylish addition to any wardrobe.
During fall, winter and spring, the tank top can be worn under a favorite cardigan, sweater and blazer, creating a layered look that adds color and chic complexity. It can also be paired with your favorite button down or long sleeve shirt to add a splash of color.
Of course, summer will remain the season most synonymous with tank tops, which can be decorated with images, wording, embellishments or just left blank. This time of year, many women wear the tank top as a lighter, more fashionable alternative to the T-shirt.
Mickey Castagna, vice president of sales at Alternative Apparel (asi/34850), says that keeping the tank top up-to-date in the fashion world is important to his company. "At Alternative, we try to keep things fresh by putting a new spin on the classic tank. To stay on the cutting edge, we're constantly introducing tanks in new fabrications and colors. We also incorporate new trends, such as color-blocking, and change our silhouettes from season to season to appeal to buyers," says Castagna.
Alternative Apparel's bestselling tank for men is their Miggy Tank, made of cotton jersey; it's most commonly worn on the beach or at the gym. For women, the most popular style is the Burnout Tank, which received great ratings from celebrities for its edgy look and semi-sheer effect, Castagna says.
The tank top is a great choice this season for tourists, beach lovers or anyone looking to catch a break from the summer heat and make a fashion statement. It can also be paired with your favorite button-down or long- sleeve shirt to add a splash of color."
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What's In My Closet?
Wearables has kicked off a new running feature called "What's In My Closet?" We are asking our readers a simple question: What is your favorite branded apparel item in your closet? Send in a photo of you and your favorite garment, and tell us in a paragraph why you love it. We'll run one submission each issue, and that lucky winner will receive a $25 Visa Gift Card. Be sure to send a photo and your written entry to Editor C.J. Mittica at cmittica@asicentral.com
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Sales Challenge: Estimating Stitch Count
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When it comes to quoting embroidery stitch count, apparel distributors can feel caught between the proverbial rock and a hard place. On the one hand, you want the estimate to be as accurate as possible. On the other hand, you don't want to pay for digitizing costs on a job that may or may not come to fruition. What to do?
For starters, distributors can consider investing in stitch calculating software, such as Best Estimate from North Carolina-based Capital Resource Group, says Andrew Shuman, general manager of Topton, PA-based Rockland Embroidery (asi/734150). The software enables users to get a stitch count and price per thousand stitches by plugging in three measurements of a client's artwork. While there is an up front cost for the software, you could potentially come out ahead over time through saving on digitizing costs.
Embroiderer Mike Miller, owner of Passaic, NJ-based ProImage Apparel, says distributors can learn the stitch count ranges that apply to designs of certain sizes and use those as a basis for estimate. A general rule of thumb, decorators say, is that one square inch of solid embroidery equals between 2,000 and 2,500 stitches. Martini Creations, a St. Petersburg, FL-based embroider/screen printer, provides a free grid (http://bit.ly/j25noV) that decorators can print out and use to help estimate stitch count. The grid is divided into one-inch squares and can be laid over logos and lettering to get an approximate stitch count.
Of course, notes Miller, the exact stitch count for a design varies based on things like fabric, colors and artwork detail. "They're going to have to do some serious extrapolation, but it will give them a ballpark," he says.
Distributors can also consider adopting a flat rate system like the one used by Sawgrass Technologies. "We developed a flat rate system where we used a factor of 7,500 stitches for all small chest and cap logos," says Jimmy Lamb, communications and education manager for Sawgrass. "This was based on our production data, which indicated that the average stitch count for all of our jobs in those categories was 7,500 stitches. Of course some were more and some were less, but by taking out this variable, we could easily quote and write orders on the spot."
Additionally, Miller advises distributors to keep a database or catalog of embroidered designs they've done in the past for reference. He says to group the designs by stitch count – say, 0 to 2,000 stitches, 2,001 to 4,000, etc. – and use them to compare to the design a client is requesting. "It's a good way to calibrate your eye and help you get an idea what it will take to stitch the artwork you're looking at," he says.
When estimating, keep in mind it's always better to quote higher than lower, says embroider/screenprinter Howard Potter, owner of Yorkville, NY-based A&P Master Images. "If the design is shaped a little strangely and you think it might be 4,500 stitches, bump up your guess up to 5,000 to be safe," Potter says. |
ASI Radio: Avoid A Summer Sales Slump
The Tuesday Morning Show on ASI Radio provided listeners with answers to questions about how they can ramp up sales during the next few months – and avoid the dreaded summer sales slump. Plus, the hosts shared their "Favorite Things," provided ideas for how they can send the most effective e-mails, and offered eight ways to boost your bottom line.
If you missed the show, a recording is now available at www.asicentral.com/radio. And, don't forget to join us every Tuesday 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. |
Q&A: Stain Imaging
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Stain Imaging is one of three so-called "sgreenprinting" techniques created by Tim Lunt Designs, Inc., a Salt Lake City, UT-based supplier of imaging techniques for jersey knit apparel. As the term implies, sgreenprinting is an eco-friendly alternative for creating images on apparel. Not only is it water-based, but no acetones or related chemicals are involved. You can learn more at www.stainimaging.com. Tim Lunt recently answered questions about his creation.
Q: What is stain imaging?
Tim Lunt: Stain imaging is an eco-friendly imaging alternative for T-shirts and jersey knit products. Stain imaging is unique to us; I came up with the technique about 20 years ago. It's fully customizable and cost effective in a time friendly way.
Q: What applications does stain imaging have?
TL: Anyone looking for a way to create something personalized, quick and unique can benefit from stain imaging. Many clients see it as an easy way to further embellish their products. I think we really wow people when they find out we can do this on clothing like polos and woven knit shirts.
Q: What markets is stain imaging best suited to?
TL: We aim for anyone looking for unique promotional products. We also market it to screen printers, embroiderers and decorators as a supplemental tool to expand their arsenal. People who have niche marketing, schools, colleges, rodeos and daycares tend to use us a lot also. Stain imaging is marketable to anyone looking to create their own distinctive product. |
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Royce Leather Euro Commuter Wallet
This wallet gives a brand new meaning to the term organized. The Euro Commuter Wallet (109-5), available from the Emporium Leather Co. Inc. (asi/52390), reinvents the classic bi-fold wallet. Made from top grain Nappa leather, the Euro wallet features two ID windows and five card pockets. This wallet also offers two bill compartments and an insert to store more credit cards or photos. Available in shades of black or coco, the wallet can be personalized for end-users.
Selling Tip: Emphasize to clients that the commuter wallet would make a great gift to their top clients and business partners, everyone from the on-the-go business travelers to contractors rushing from job site to job site.
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Ask An Expert |
Q: I'm wondering if you can help me find a wholesale supplier for Dickies Industrial Cargo Pants for men. I did find one supplier, but the shipping and handling is outrageous! I only need a few pants to go along with some polos for a client.
A: Try Dickies Occupational Wear (asi/49675); (817) 336-720; http://www.dickies2b.com; product 211-2372. This product is a premium industrial cargo pant, and comes in black, charcoal, dark navy, and khaki. A combo of a poly/cotton blend and twill, these ultra-durable pants are sure to impress your client. Plus, with two spacious cargo pockets, reinforced front pockets, and an extra pocket on the outside left and inside right cargo pockets, your clients will have more than enough room to take all that they may need with them, wherever they go.
Selling Tip: Sure, you want to talk to clients about the durability and comfort that Dickies workwear offers. But you should also play up the Dickies name: the brand is worn for fashion by consumers and you can tell end-buyers that employees will be happier and more productive when clad in workwear that makes them feel good because it has a fashionable appeal.
Q: Can you provide the names of vendors that carry oxford shirts in various colors?
A: You could try UMI Direct (asi/43851); (800)-222-1474; http://www.umidirect.com. Or, you might want to call up Ash City (asi/37127); (800)-274-2489); http://www.ashcity.com. And if you’re still curious, check out Broder Bros. (asi/42090); (800)-521-0850; http://www.broderbros.com.
Selling Tip: Oxford shirts, particularly when embellished with well-done left chest embroidery, are a staple in business casual wear. Pitch clients on the idea that both they and their employees will look dignified, clean and classy in a crisp Oxford that bears a subtle company logo. |
| News Briefs |
Charles River Apparel's (asi/44620) President/Owner Barry Lipsett and members of the Wellness Warriors (www.wellnesswarriorsboston.org) were honored at the 4th annual Massachusetts General Hospital's "The One Hundred Benefit" gala this June. The event honors groups and individuals whose work continues to help the fight against cancer.
Graphics One announces its newly revamped website: www.graphicsone.com. The site features enhanced graphics and colors, streamlined searching for more focused navigation.
STAHLS’ ID Direct (asi/88984) has introduced their newest heat transfer material: CAD-CUT Premium-Plus. The material was created to be the best-performing material on technical fabrics, for use with a heat press and vinyl cutter.
STAHLS’ Transfer Express(asi/91804) introduced their newest product: Transfer Express. In four color simulated process transfers, Transfer Express yields high-quality, sharply detailed images with the ability to be heat pressed to a garment in four seconds. The new product comes in 10 different designs.
Tonix Corporation (asi/91440) has introduced a new ladies jacket, the 1175 Vertex, based on its best-selling men’s jacket, the 988 Starter. The ladies jacket is made of 100% SoftCool performance fabric shell. |
Wearables Terms
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Knowing these terms will make distributors who just started sound like they've been in the business for years.
Abrasion Resistance: The degree by which a fabric is able to withstand loss of appearance through surface wear, rubbing, chafing and other frictional actions.
Back Waist Length: The dimension on a body taken from the top of the back bone at the base of the neck to the waistline.
Core Yarn: A yarn in which one type of fiber is twisted or wrapped around another fiber that serves as a core. Core yarns are often used to make stretch fabrics where the core is spandex or rubber, and the outer wrapped fiber is a textured manufactured fiber such as polyester or nylon. |
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