VIDEO
San Diego Fashion Finds
Wearables Editor C.J. Mittica covered the show floor at ASI San Diego and found four great new products. Click here to watch the video.
Got a question you want answered in a future Ask the Expert video? Send it to cmittica@asicentral.com.
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Trend Alert: ASI San Diego
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If you needed proof that decoration can completely transform a blank, it was on display at the ASI Show San Diego. Suppliers and decorators showed off stunning designs in sublimation, screen printing, embroidery and more. Fersten Worldwide (asi/53974) displayed unique laser-etching designs on its Fila polos that created a beautiful tone-on-tone look. Not only can logos be placed on the left chest, back yoke, shoulder and more, but the supplier uses laser-etching to create custom patterns that look like an original part of the shirt. "You can change the whole look by adding a laser design to it," said Richard Bubis, account executive for Fersten.
Those weren't the only trends on display at the show. Here were a few others:
Innovations: Sweatband Watches (asi/90377) carries custom sweatbands with watches built in. The color, pattern, watch face and bezel can all be customized, along with a choice of analog or digital faces. And DoubleTeam Sportswear (asi/50686) released the DoubleHeader, a patented hat with a zippered back half that can be swapped out for sports fans to show dual-team pride. "I didn't want to spend $39.99 on a Blackhawks cap," said President and CEO Verne Epstein, demonstrating a Cubs cap with a Blackhawks logo on the back, "so I spent $14.99 on this hat instead."
Leather: The high-end jacket is going in new directions with Burk's Bay (asi/74600). The leather manufacturer has released a vintage brown leather jacket that's youth-driven, utilizing the same stonewashing technique as used on jeans. "It's got that retail look, it's lightweight, and it has the brown distressed look that's very popular right now," says President Doug Burkett. The company has also launched its Grizzly Gear brand, a line of synthetic jackets that are affordably priced and so indistinguishable from leather that you can't tell it's not the real thing.
Hoodies: The sweatshirt staple cannot be stopped. American Apparel's (asi/35297) new dog flex fleece hoodies are flying off the warehouse shelves. Ouray Sportswear (asi/75402), new to the advertising specialty industry, displayed hoodies with unique constructions like three-button neck closures, zip chest pockets and sueded cotton/poly fabric. "Anything techie or outdoorsy," said Colleen Diulio, Corporate Sales Administrator for Ouray. "that's the vibe we go for." |
Product Spotlight Jerico (asi/63304)
Jerico offers a complete collection of eco-friendly bamboo apparel including this sexy bamboo tank top. Bamboo is being embraced by fashion houses across the country for its exceptional softness and moisture wicking and anti-odor properties. Order a sample today!
How To: Succeed With Public Relations
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The way Heidi Thorne sees it, public relations success is important for every distributorship. The reason is simple: Positive PR can help you connect and build relationships with target audiences. "Public relations is a means for having more touches, and more touches equals more sales," says Thorne, owner of the consultancy Thorne Communications (asi/344244).
To get started, you should recognize that there are two types of PR opportunities: natural news and generated news, says Katy Cowan, owner of the PR and digital marketing firm Boomerang and founder of the online magazine Creative Boom. Natural news is essentially anything that is happening with your business that may be of interest to current or desired clients, which can include everything from launching a new website and expansion announcements, to new hires and events you host. With this in mind, Thorne recommends that you create a calendar of news events. Once the road map is in place, determine what communication vehicles – online or traditional media, e-mail blast or mailer – are best for conveying the exciting information to your audience, Thorne says.
An important tool for communicating natural news is a well-crafted press release. Press releases can be sent to local and industry publications, television news stations, radio, bloggers, or e-mailed/mailed directly to customers. The release, which should feature the most important information at the top and include Google keywords in the copy to enhance search engine optimization, should also be distributed through a PR service, such as www.PRNewswire.com or www.pitchengine.com. "We use Pitch Engine, which is the new way of publishing company news, along with images, videos and social media elements so the media can download what they need to build and illustrate the stories," says Jeffrey A. Davis, a partner with Sawmill Marketing Public Relations, a PR and social media firm in Baltimore.
Additionally, says Davis, it's important to post releases on your website – preferably on a "press room" page. "We tell clients they should keep their press room active and up to date with press releases, so when a reporter or prospective client or customer scrolls through the section, they'll see activity," says Davis. "You don't always have to distribute the news to the media, but you should always keep your press room up to date with items such as personnel announcements, product updates and news of speaking engagements."
While natural news is great, it may not be enough to generate the publicity you desire, says Cowan. Sometimes you have to generate buzz by finding a "news hook" that places you into the public light. One way to do this, says Cowan, is by piggybacking on issues that are being reported on in the news that are related to your business/industry. "Follow the news and keep up with everything that is relevant to your industry," says Cowan, who notes that you can then craft press releases that incorporate the newsy angle. "Add that essential news hook to your press release to make it topical and therefore more appealing to journalists."
You can also generate buzz about your business with a newsletter. "Your newsletter is your newspaper; you're the editor," Thorne says. As such, include in it valuable information that will catch your audience's attention. Doing so turns you into a resource for clients, helping to position you as a partner they'll want to do business with. You can distribute the newsletter through an e-mail blast or as a hard copy. "Measure where your audience is to decide which method is best," says Thorne. |
And The Most Popular T-Shirts Are ...
To celebrate the 15th anniversary of Wearables, we're taking a look at the top 15 promotional T-shirts of all time. For each of the next 15 days, we will present one iconic shirt and tell you why it made the list. Check out the countdown here. Agree or disagree with us? Got your own suggestions? Let us know on Facebook or e-mail. And send in photos of you with your own classic tees to be entered into a $50 gift card giveaway. |
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 look forward to hearing from you. |
Authenticity Key To A Successful Blog
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Blogging creates sales, boosts your branding and allows you to become a recognized expert in your field. But you won't get any of those benefits, says Kathleen Booth, owner and CEO of Quintain Marketing (asi/303131), if your blog is not authentic to who you are as a person and a company. "Your challenge is to figure out what your blogging personality is going to be," said Booth.
Booth delivered key strategies this week at the ASI Show San Diego in an education session called "Ready, Set … Blog!" The social media expert examined the practical basics of creating a blog and dug into SEO strategy, creating blog topics and sticking to an editorial calendar to update your blog consistently. Blogs are a great vehicle for boosting your SEO ranking because they allow you to increase SEO without any technical know-how. "Every time you post a blog," Booth said, "it's like adding a new page to your website."
Booth recommends WordPress as a content management system for creating either an unhosted blog (which uses a WordPress Web address) or a hosted blog (which resides within the structure of your website). In addition, Booth says, WordPress is robust enough to create your own company website, and save thousands of dollars versus a typical HTML site. "I personally don't know why someone would build an HTML site if he or she were starting over today," she said. |
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Our Favorite Wearables
Letterman Jacket
Popular in the corporate market and trending with fashion-forward youths, the letterman jacket is an outerwear item that’s sure to please. Weighing 24 ounces, this letterman (J783) features a melton wool body with 100% genuine leather sleeves. Boasting a snap-front closure and diamond-quilted nylon lining on the body and sleeves, the jacket comes with an interior chest pocket, leather-trimmed slash pockets, and knit collar, cuffs and hem. The full blank back and Port Pocket on the left chest are ideal for embroidering. Offered in black, the letterman comes in sizes XS-XL. Available from SanMar (asi/84863).
Selling Tip: Fullback custom embroidered designs are growing more popular with high school athletes who want their varsity jackets to have a unique, personalized look. |
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Ask An Expert |
Q: We are looking for sleeveless windshirts or windshirt vests. It seems that everyone I order from has discontinued them. Can you help?
A: Windshirt vests are available from Pro Golf Premiums (asi/79680); (800) 890-6068; www.progolfpremiums.com; products 32657, 32660, 32678 and 32646. In addition, think about products 4093 and 9003 from Think Tank (asi/91130); (609) 264-0300; www.thinktankgolf.com. Also consider Rivermills Outfitters (asi/82579); (510) 781-3900; www.rivermillsoutfitters.com; with product WS-300. And one more – Standard Mfg Co. (asi/88998); (800) 227-1056; www.sportsmasterapparel.com; product 197VEST – might suit your clients well.
Selling Tip: With golf season getting into swing, now is the time to pitch windshirt vests to corporate clients preparing to host, sponsor or participate in golf events.
Q: I have a customer who works on the road, usually at night. He is looking for reflective vests/jackets with blinking LED lights. Are they available anywhere?
A: You can find this vest from Light Novelties (asi/67483); (800) 281-3077; www.lightnovelties.com; product 220-sftyvest. Also, products V-EP07L and V-EP08L from Atteff International (asi/37455); (888) 828-8333; www.atteff.com; could interest your client.
Selling Tip: Pitch reflective vests and jackets with blinking LED lights to companies that specialize in surveying, construction and landscaping, as well as to local governments that need the items for their municipal and county road crews. |
| News Briefs |
Ash City (asi/37143) has hired Wendy Fraser as its new communications manager.
Broder Bros. (asi/42090) has reported that its 2011 North American ad specialty sales rose to $483.4 million, a 31% increase versus 2010. Overall, the company announced its sales jumped 7% in 2011, improving to $848.2 million compared to $791.3 million a year earlier.
Dalco Athletic now offers Break and Double Break lettering styles, which are both available in Dalco’s Pro Twill polyester material.
Heritage Sportswear (asi/60582) announced that it currently has stock of the AnvilSustainable Tee in a dozen colors and sizes S-3X. The supplier also now offers retail Reebok PlayDry polos at wholesale prices. Go to www.HeritageSportswear.com for more information.
Imprintables Warehouse (asi/58475) now offers Sticky Flock for creating cuttable rhinestone templates.
Polyconcept North America has named Mindy Richards as the newest sales representative for its WorldSource division.
Sassy Scrubs has expanded its line of plus-size medical uniforms in its Clearance Scrubs Outlet, offering sizes up to 6XL.
Stahls’ ID Direct (asi/88984) has launched Distressed Flock, a collection of one- or two-color designs available in a variety of vintage and retro fonts and layouts that arrive ready to be applied with a heat press.
Sundog Productions (asi/90123) has joined ASI as a supplier decorator.
Tri-Mountain (asi/92125) has released a spring catalog that features 57 new apparel styles.
Vapor Apparel (asi/93396) offered a line of premium sublimation race gear to more than 43,000 participants in this year's Cooper River Bridge 10K run in South Carolina. The company also organized a "Vapor Heat" team of runners. |
Wearables Terms
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Chlorine Retention: Some resin treatments or finishes given to cotton, rayon, nylon or blended fabrics may cause goods to retain varying amounts of chlorine when laundered or bleached with chlorine.
Ergonomic Seaming: This apparel construction technology is aimed at maximizing comfort and ease of movement. Seams are constructed ergonomically so they flow according to the body’s natural movements, regardless of the type of activity the wearer engages in. To maximize comfort and movement, the seams are placed away from potential pressure points.
Greige Goods: Unfinished fabrics, just removed from a knitting machine or a loom, that have not received dry- or wet- finishing operations. They’re also called gray goods. |
May 8-10, 2012, New York City
ASI Show
(800) 546-3300; www.asishow.com
May 10-12, 2012, Dallas, TX
NBM Show
(303) 469-0424; www.nbmshows.com
May 16, 2012, St. Paul, MN
UMAPP Booth Show
(651) 734-9767; www.umapp.org
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May 20-23, 2012, New York
National Stationery Show
(800) 272-7469; www.nationalstationeryshow.com
May 23-25, 2012, Vancouver, Calgary, Edmonton
Advantages Roadshow
(800) 546-3300; www.advantagesroadshow.com
May 31-June 3, 2012, Las Vegas
Las Vegas Antique Jewelry & Watch Show
(239) 732-6642; www.vegasantiquejewelry.com
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