VIDEO
Figuring Out Flatlock
In this debut video edition of "Ask the Expert," Wearables Editor C.J. Mittica examines what exactly flatlock seams are. Click here to watch this video.
Got a question you want answered in a future video? Send it to cmittica@asicentral.com.
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Trend Alert: Corduroy
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Corduroy is comfortable and practical. It provides unrivaled velveteen softness while keeping the wearer warm. But unfortunately, corduroy was saddled for many years with an unflattering stereotype – the go-to wardrobe piece of frumpy university professors in the 1970s. But it's time to erase your preconceived notions about this fall fabric favorite. Corduroy is making a comeback with updated styling and a wider variety of colors. Yes, it still appears in the traditional browns, burgundies and greens, but make no mistake: This isn't your professor's old, worn pair of cords.
In the wearables industry, corduroy thrives as an outerwear accent as well as an upscale choice for fashion headwear. "Corduroy is definitely a trendy fabric, so it comes and goes," says David Chen, sales and marketing manager at Mega Cap Inc. (asi/70434). "Currently, we have a baseball cap style (6988) and Gatsby style (2132) made of corduroy in our 2011 fall line."
In general fashion, corduroy can be found in pants as well as cardigans, button-down shirts and peacoats. Meanwhile, fashion house designers have been expanding the corduroy footprint into other realms; in fact, Miuccia Prada debuted a $1,855 teal corduroy suit on the catwalks just a couple years ago. Because the worn-in look is popular for corduroy (with casually cut hems), the fabric holds up well with age. Rust and chocolate brown cords are perfect for pairing with traditional camel coats, brown knits and off-white or light brown blazers.
Even better, both sexes can tap into the trend. This season, Urban Outfitters offers high- and mid-rise cord pants in a variety of rich colors, including chocolate, red and rose. Both girls and guys would do well to pair a flannel shirt or chunky sweater with cord bottoms, or a soft corduroy shirt with jeans for a comfortable autumn or winter look.
Given its reputation as a cold-weather staple, expect some regional divergence with this fabric. Chen says cord fabric is usually more prevalent in, for example, Philadelphia than Los Angeles. "From a demographic standpoint, corduroy seems to be more popular on the East Coast," says Chen, "although more and more consumers are picking up on the fabric here on the West Coast." |
Q&A: ThermScrub
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As a radiology professional, Bob Perez spent 18 years shivering on the job in cold hospitals where thermostats were kept low. But those chilly temps provided the inspiration for Perez’s innovative apparel idea: ThermScrub – warm fleece scrubs that keep health-care professionals toasty at work. ThermScrub President Brodie Perez recently answered a few questions about the line.
Q: What are your most popular items?
Brodie Perez: Since we now have the capability of selling our scrubs as separates, as well as sets, the tops have become the most popular item. Of the nine colors we offer, the pink, denim and burgundy have been our most popular, with navy close behind. Most customers are purchasing multiples to be able to mix and match.
Q: What new items will you debut in 2012?
BP: We are hoping to launch a new scrub top. The new features are two front pockets, which we added due to customer feedback from our online poll. We will not be rolling these out until mid-2012.
Q: What makes the scrubs so warm?
BP: ThermScrubs are designed with a polyester fleece that is lightweight yet durable; it’s also moisture-, odor- and stain-resistant. When combined with an undershirt, ThermScrubs are 30% warmer than a normal scrub.
Q: Did sales grow in 2011? What are your plans for long-term growth?
BP: Sales have been steady through 2011. We hope to increase our marketing budget and really become aggressive to hit a wider audience. We truly feel this is a great product; we just haven’t been able to reach the masses.
Q: Can apparel resellers buy your scrubs and sell them to medical clients?
BP: We can sell to resellers, and they in turn can sell to whomever they wish. If they contact us through our website, we can work with them on pricing and color selection. |
Vote in the Wearables Apparel Design Awards
The time has come to vote in the Wearables Apparel Design Awards. Every year we honor the best in apparel and accessories, and your votes determine the winners. Choose the products you think are the best designed, considering design appeal, wearability, performance attributes and look. Click here to get started. |
Wearables Sales Forecast Revealed
For the second year in a row, Wearables has revealed its exclusive Sales Forecast, which contains articles and strategies that will get you primed for a strong year in 2012. The data is culled from a study that ASI launched among Wearables readers to determine expected changes in the wearables industry in the next 12 months. Not only have we posted all the articles online from our coverage, but we’ve also posted the entire Sales Forecast report so that readers can delve deeper into the survey results. Click here to head to our Wearables Sales Forecast page. |
Sales Challenge: Getting Past the 'No' in Cold Calling
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When it comes to cold calling, chances are many prospects will initially say they're not interested. So how do you turn around that preliminary "no" and achieve the goal of your call?
Start by asking the prospect why they're not interested, says Jeff Mowatt, a Calgary-based sales and customer service strategist. "You can say you don't want to bother them, but you'd like to know what they're having trouble with to see if you can help," he says.
Once you get an idea of why the prospect is hesitant, take the so-called "feel, felt, found" approach. That consists of telling the prospect you understand how they feel, that others have felt similarly and that what those others found after working with you is, say, that promotional apparel is a much more impactful, cost-effective advertising medium than radio or newspaper spots. "Don't turn the conversation into an argument," says Mowatt. "Make them feel smart by validating their concern, but then give them information that sets the record straight on how you can help them."
Danny Friedman, vice president at Northbrook, IL-based Added Incentives (asi/106725), says sometimes a few well-timed questions can turn reluctance into interest. For example: "We're getting toward the holidays, so I may ask them if they do something for their clients or employees," says Friedman. "That jars the thought process. Then I may talk to them about what they've done in the past for gifts and ask if they'd like to see some unique ideas they haven't seen before."
If the prospect remains reluctant, thank them for their time and ask for permission to call again in a few months. "It's a reasonable request, and most people will say it's okay to call back," says Mowatt. "When you contact them again, the call will be warmer this time. You can say, 'We spoke a few months ago and you said to call you.' "
If the prospect holds a lot of profit potential, Friedman recommends calling again six months later even if the buyer told you it's not okay to ring them again. "I call to see if there is a new buyer," says Friedman. "The person who stonewalled you may be gone, and there might be a new person who is more open to what you're offering."
To minimize initial rejection, Mowatt says cold-calling distributors should have a honed, reasonable pitch that demonstrates how the promotional products they provide will empower prospects to expand their businesses and meet other desired goals. Mowatt says, "You need to have a unique selling proposition and position yourself as a valuable partner." |
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Our Favorite Wearables
Law Enforcement Vest Carrier
The job of police officers is tough enough, and that’s before having to deal with bulky external protective vests in the field. That’s no longer the case, thanks to the new TexTrop External Vest Carrier (V1) from Elbeco. The performance uniform company collaborated with law enforcement officers across the continent to develop a ballistic vest that is flexible, breathable and user-friendly. Plus, when matched with the company’s TexTrop shirts, the vest carrier is virtually undetectable, even at close range. It comes in 17 sizes (so it doesn’t have to be custom ordered), and performs to the highest standards expected from a bulletproof vest.
Selling Tip: Police officers often have to choose between an external and internal vest. External vests can be removed for comfort, while internal vests remain hidden and don’t tip off criminals where to shoot. With the TexTrop Vest Carrier, officers can get the flexibility of an external vest and the professional look of an internal one. |
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Ask An Expert |
Q: I have some waitresses who used to buy bib aprons with front pockets that contained a waterproof material so they could carry damp towels to wipe off the tables. They can't find these anymore; now their aprons and clothing stay damp and start to mildew. I've searched and searched. Can you help?
A: Consider Ad-Line Industries (asi/31977); (800) 460-9777; www.adlineind.com. Product AO-0110 is a PVC apron that comes in blue, orange and purple. It has a large divided pocket at mid-center and an adjustable cord.
Also, Aakron Rule Corp (asi/30270); (800) 828-1570; www.aakronline.com; has a non-woven water-resistant apron (product 59900) with bottom pocket that's reusable and recyclable. It comes in blue, lime green, red and white.
Finally, check out Caro-line/Bandanna Promotions (asi/44020); (800) 849-6644; www.bandannapromotions.com. Product A30GRO comes in many available colors and has a water-repellent option.
Selling Tip: Performance features like waterproofing, water-resistance and moisture-wicking are growing in popularity with end-users in many markets. Take advantage of that by pitching prospects on these practical garments.
Q: I have a customer who wants to purchase a "Snuggie-type" blanket. It's simple — a blanket with sleeves — but I cannot find it anywhere. Can you help?
A: RTF Accessories, Inc (asi/82341); (516) 577-3406; www.rtfacc.com; product OMG-10 may be a good place to start. Simply Clever Solutions (asi/47952); (800) 250-7701; www.customsnuggie.com has many such blankets to choose from as well.
Also, look at Binaco (asi/40544); (800) 660-0968; www.binaline.com. Products BL98 and BL97 may help you out.
Finally, Max Sales Group Inc (asi/69712); (877) SAL-EMAX; www.maxsalesgroup.com; offers cozy options such as products NV-00396 and NV-00405.
Selling Tip: Doing a corporate apparel order? Blankets and towels make great add-on sales. Put the client's logo on a nice blanket or towel and show the buyer the sample. You could end up with a decent up-sell. |
| News Briefs |
Beacon Promotions Inc. (asi/39250) has acquired Canyon Outback Leather Goods (asi/43766). Canyon will continue to produce its leather products in its current facility with no changes to contact information, its ASI number, customer service or order processing.
Bodek and Rhodes (asi/40788) has teamed up with Gildan to offer a free iPad 2 every business day in November to the customer with the highest total online purchase.
Charles River Apparel (asi/44620) went "pink" in October in support of breast cancer awareness month. Expanded efforts include a promotion with 98.5FM, the Sports Hub, the flagship station of the New England Patriots Radio Network.
Coastal Business Supplies is celebrating Customer Appreciation Month in November with various discount offers.
Gemline (asi/56070) announced that the company has added Montreal as a new FOB point to provide customers in Quebec and the Eastern provinces of Canada with better service and savings on freight, reducing overall order costs for Canadian distributors.
Leed's (asi/66887) will unveil an exclusive 11-11-11 event: Starting Monday, November 7, distributors who "like" Leed's on Facebook will receive special offers and giveaways.
Lenzing has announced that the USDA has certified TENCEL and Lenzing FR fibers as 100% Biobased.
ProTowels Etc. (asi/79750) announced that Catherine Talbert was appointed as the company's new Midwest ProService regional contact. She will be the inside point of contact for Bridge Marketing Services, Pro Towels' multi-line representative group in the Midwest.
Sweda Company (asi/90305) announced that the "Etch-A-Sketch Holiday Mailer," submitted by Josh Ebrahemi of Jack Nadel International (asi/279600), is the Grand Prize Winner of its 2011 Case Study Challenge. To view a library of qualified case studies submitted in this year's contest, go to www.swedausa.com.
Transfer Express (asi/91804) will host a webinar at 2 p.m. on Thursday, November 10, that will offer solutions for printing on different fabrics, like moisture-wicking materials and bulky full-zip hoodies.
Vantage Apparel (asi/93390) has hired Kim Schalk as sales representative for the state of Wisconsin.
Workhorse now offers the brand-new Super Seca 18" x 18" Flash Cure Unit, designed to work with any manual or automatic screen-printing press.
Worldwide Glove & Supply (asi/68620) has changed its name from Manzella Worldwide to better reflect the company's expertise in manufacturing, branding and supplying gloves, hand wear, hearing protection and hard hats.
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Wearables Terms
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Automatic Color Change: The ability of a multi-needle commercial embroidery machine to follow a command to change to another specified needle with a different thread color.
Flannelette: A medium-weight, plain-weave fabric with a soft hand. Usually made from cotton, it is lighter-weight than flannel, and is typically brushed only on one side. End-uses include shirts and pajamas.
Georgette: A sheer lightweight fabric that is often made of silk or from manufactured fibers such as polyester. Featuring a crepe surface, yarns are twisted both ways in the weave. End-uses include dresses and blouses. |
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