VIDEO
Just Jackets
Rainy days and cool evenings? It’s spring, which means your clients could use a versatile lightweight jacket. Wearables Editor C.J. Mittica looks at the rising popularity of anoraks in this latest trend video. Click here to watch.
Got a question you want answered in a future Ask the Expert video? Send it to cmittica@asicentral.com.
|
Trend Alert: Trucker Hats
|
|
You couldn't escape the trucker hat trend last decade. From the early to mid-2000s, the popular cap was sported by the likes of Ashton Kutcher, Lindsay Lohan, Justin Timberlake and others. But then the trucker hat reached overexposure, and the youth-driven look faded.
But now, not only has the trucker hat experienced continued success as a promotional product – it's being re-embraced by fashion trendsetters. High-profile celebs are wearing them once more, and even Snooki from Jersey Shore has donned them on the popular MTV show. In fact, the caps are available at the official Shore Store, along with hoodies, loungewear, slippers and mugs. That's a resounding success story for a headwear piece that was originally given away by feed and farming supply companies to their customers (usually farmers, truck drivers and other workers in rural areas).
While details of the hat have changed somewhat, every trucker hat features a ball-cap shape and back mesh. "We are fortunate to have a wide variety of trucker caps for customers to choose from," says Ashley Adams, marketing coordinator at S&S Activewear (asi/84358). S&S offers numerous brands of trucker hats, including DRIDUCK, Econscious, Flexfit, Magic, ZKapz, Authentic and Valucap brands.
While the popularity of trucker caps has waxed and waned over the past 10 to 12 years, Adams says S&S has yet to see them go completely out of style. "They have been in high demand for a few years now," she says. "They seem to be popular among many different age brackets as well, which makes them appealing for giveaways and promotions." They're especially popular among teenagers and young adults, which makes them a great promotional canvas for the athletic and entertainment industries.
What's the best way to imprint trucker caps? "Typically they're screen printed on the front or embroidered, sometimes even rhinestoned," says Adams. "You can also add embroidery to the mesh on the back." Adams doesn't see demand dying down for trucker caps any time soon. "The variety of products offered in these styles allows customers to give their clients many different style, color and price options within the same trend," she says. "This makes finding the perfect fit for your customer much easier." |
How To Sell It: Neckties
|
With workplace dress trends swinging back toward more polished looks, now is a good time to consider adding neckties to the list of accessories you pitch. One major upside of neckties is that they sell in a wide variety of markets. "In just about every industry there can be a use for neckwear," says Bruce Everakes, president of Wolfmark (asi/98085).
The financial and education markets provide particularly fertile ground for tie sales. "For these markets, silk ties are more popular than polyester," says Patrick Walsh, president of KTP Design Company (asi/63773), whose Hydropose line of stain- and water-resistant ties is sought after by education and financial buyers. The medical and hospitality industries also are keen to purchase ties. The list of possible buyers goes on, especially for specialty ties. Wolfmark's equestrian-themed ties, for example, are popular with race track employees, while nautical ties have a built-in audience. "Custom ties are also popular for trade shows," says Everakes.
If you want to sell ties, it's important to be on top of current trends in neckwear. Channeling retail styles, woven ties, such as the SWT-4 100% silk tie from Buffalo Bay (asi/42416), have surged in popularity. "They work especially well in corporate neckwear," says Buffalo Bay's VP of Sales Kelly Holmes. "By using single thread colors for logos, we create a more retail appearance by incorporating the logo subtly." Wet-dyed ties in both silk and polyester are hot in the advertising specialty market, notes Walsh. "In addition, we're seeing a movement toward thinner ties, from 3.75 inches wide to 3.5 inches wide," he says. Pointing out that paisley and plaid ties are popular fashion choices, Wolfmark's "Beckett" is a solid tone-on-tone tie popular with end-users looking for a more upscale look. "The end-user has a wide variety of choices when selecting neckwear," Everakes says.
While over-the-top ties are sometimes desired, it's more common that end-users want a tie that is attractive without being overly loud. Relatedly, end-buyers want ties that look sharp, as if bought at a nice store in the mall. Says Holmes: "The more retail in appearance, whether a distributor's client leans towards classic conservative or more trendy looks, the more likely the target audience is to wear a custom tie." Echoing the adage that seeing is believing, Walsh says distributors should show prospects samples of tie styles adorned with the prospect's logo. "Once clients can visualize how their custom tie might look, they're that much closer to placing an order," he says, noting KTP creates custom tie presentations consisting of several designs for distributors.
Sales success stories involving neckties abound. A Buffalo Bay client, for example, landed a lucrative deal selling to an investment firm. "By using the single thread color woven look, we created several stripe looks," says Holmes. "From a distance they appear to be retail stripes, but up close the woven logos are revealed. It was a fashionable twist for the client's text-dominant logo."
Meanwhile, Wolfmark helped a distributor secure a deal selling ties to a political organization. For the tie, Wolfmark created a unique design that incorporated an animal symbol used by the end-buyer and then produced a high-end seven-fold tie. Says Everakes: "Based on retail store pricing for a seven-fold tie and our list price, our distributor client and his customer were very pleased."
In an example of great return on investment, KTP produced a custom necktie and corresponding ladies' scarf for a university fundraising campaign. Used as gifts to prospective donors, the ties helped fuel what became the most successful fundraising campaign in the university's history. Says Walsh: "One individual alone donated more than $100 million." |
Take The State Of The Industry Survey
Counselor is currently polling professionals in the industry – both distributors and suppliers – to see how the market did in 2011 and to get impressions on where the industry is headed in 2012. We need your input. Please take some time to click the appropriate link below and complete the annual State of the Industry survey. Your responses will remain anonymous and you’ll be helping to create Counselor’s annual State of the Industry report.
Distributors click here to take the distributor State of the Industry survey.
Suppliers click here to take the supplier State of the Industry survey. |
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. |
Case Study: Corporate Social Responsibility
|
With consumers increasingly interested in what companies do to make the world a better place, social responsibility is rising to the top of many corporate priority lists. From environmental initiatives to protecting worker rights and charitable outreach, social responsibility takes many forms. One recent example of corporate social responsibility in action was Brother International's global relief effort – Dream Project 1,000. Brother, a manufacturer of sewing and apparel decorating equipment, as well as other products, called on employees, customers and dealers to band together to produce 1,000 hand-decorated fabric school bags for Japanese children affected by the earthquake and tsunamis that devastated parts of the island country in March 2011. During the tragedy, nearly 16,000 people died and coastal cities were ravaged.
In the end, Brother exceeded its goal, producing more than 1,300 tote bags that were shipped to Japan in December. Bags were made by Brother employees, customers and dealers in the U.S., Canada, Brazil and Taiwan. Domestically, relief project leaders initially asked for 100 tote bags, but Dean Shulman, senior vice president at Brother, decided to up the goal to 300. Even Shulman's hoped-for tally was surpassed. "Our employees, dealers and customers answered our request in an even bigger way and sent us 534 tote bags," says Shulman. "One dealer even sent 70 bags."
Taking only about 45 minutes to create depending on how much unique embroidery, appliqué and/or quilting features were added, the 20 x 20-inch bags were made with heavy, durable fabrics such as denim and canvas. They included handles and button or Velcro closures.
Hailing from 17 states, participants in the outreach effort worked through the summer and fall of 2011 to produce the bags. Dozens of quilters from around the world made bags during the Houston Quilt Show in November – the largest quilt show in the U.S. with 30,000 attendees. Terry Koike, president of Brother Industries Ltd, participated in the project by making a bag, as did Brother International Corporation's president, Tadashi Ishiguro, and his wife. Shulman made a bag and decorated it with glitter, a guitar and a handwritten message: "To Our Heroes in Japan from Your Brothers in the U.S.A."
Creative Threads, a family-owned two-store Brother dealership in Binghamton and Greene, NY, contributed 12 bags to the project. Amy Phipps, an employee at Creative Threads, joined four others who produced the totes. "We thought it was a great idea on Brother's part to extend this invitation to make the bags and help the children," says Phipps. "They are so far away in Japan, and you don't know what to do to help. You can contribute money, but it seems so impersonal. Knowing that these bags are needed gave us the opportunity to help out, especially for the children who sometimes seem to be forgotten."
Not only did the relief project help children and bring people together for a common worthy cause; it also demonstrated Brother is a company that cares – positive PR you can't buy. "Sewers and crafters are very compassionate, giving people," says Shulman. "They used their Brother sewing machines to send hopes, dreams and love to the children of Japan." |
|
|
Our Favorite Wearables
Two-Tone Tote
Perfect for trade shows, conventions and sponsorships, the Force Convention tote from Limelight USA (asi/67557) can also be reused for day trips to the beach and athletic events. Made of durable 600 denier, the tote measures 15" x 18" x 5". It also features a two-tone design with a black reinforced bottom and white accent piping. Available in eight colors with black accents, decoration options include silkscreen imprint, silkscreen transfer, die-cut transfer and embroidery.
Selling Tip: Need other target market suggestions? Try the athletic, beach and hospitality markets. Stuff the tote full of goodies for the perfect event giveaway. |
|
|
Ask An Expert |
Q: We have a customer who used to purchase mock necks from us, but our supplier discontinued them. Do you have a source for a short-sleeve poly mock neck shirt in black?
A: Try product 7400 from Dunbrooke (asi/50930); (800) 641-3627; www.dunbrooke.com. Also consider Guru Sportswear (asi/58683); (888) 345-4878; www.gurusportswear.com; specifically products 3066 and 4066. Product 400 from TSC Apparel (asi/90518); (800) 289-5400; www.tscapparel.com is similar to product Z1325 from Zorrel International (asi/99550); (800) 528-8688; www.zorrel.com.
Selling Tip: Performance wear shirts with mock necks are popular in the school, teams and outdoors markets. Looking for a higher-end, fashionable item for end-users with trendy tastes? Consider a mock neck parka.
Q: I’m looking for a stain-resistant short-sleeve navy work shirt with pockets on the right and left. I need them to be in tall sizes. Can you help?
A: See product S223-Tall from Rugged Outfitters (asi/84143); (888) 388-1453; www.ruggedoutfitters.net. It’s a short-sleeve poly/cotton twill work shirt that comes in navy and has one pocket on each side. The garment also features wrinkle-resistant properties and a stain-repel-and-release finish. You can find it in sizes up to 3XLT.
Selling Tip: When courting prospects in the trades industries, it is essential to pitch items with performance features, including stain-resistance and waterproofing. |
| News Briefs |
Ash City (asi/37143) has hired Wendy Fraser as communications manager.
Bodek and Rhodes (asi/40788) has added new sizing and order options to UltraClub, its popular private-label brand.
Broder Bros. (asi/42090) and Bella + Canvas (asi/39590) executives will be participating in a webcast hosted by CNBC contributor Ron Insana. The webcast will be held on April 25, from 12 p.m. until 12:45 p.m. ET. Insana will be asking the interviewees about the state of the industry and its current trends and opportunities. For more information, click here.
Fashionizer won the Best Managed Boutique Contract award at the Professional Clothing Awards 2012 for the high-quality uniforms it designed for London’s St. Pancras Renaissance Hotel.
Hirsch International (asi/14982) has released the Auto Hoop, a pneumatic ribbon-holding device that holds tape in place for faster production.
M2 (asi/68316) announced that it is adding the Puma, Hurley and Skullcandy brands to its product offerings.
Pacific Emblem Co. has announced that its uZAPPit Smart Tag was given Best of Expo honors at the 2012 Promotional Products Expo.
Polyconcept North America has hired Ron Neugold as senior vice president of sales and market development.
Proforma (asi/300094) has announced that seven new owners have joined the company’s network:
- Phil and Kelsi Compton, Proforma TigerInk, Loveland, CO
- Debbie and Scott Johnson, Proforma DS&M, Tracy, CA
- Tom Navratil, Proforma TWN Graphic Solutions, Glenview, IL
- Lori Roberge and Adair Vaccarella, Proforma Specialty Products, Seminole, FL
- JoAnna Smart, Proforma Smart Business & Marketing, Rogers, AR
- Mick and Lynn Sprinkle, Proforma Lead Dogs, Orlando, FL
- Alika and Terry Thompson, Proforma Thompson & Associates, Columbus, NE
Roland has announced that the VersaUV LEC printer/cutter line won a silver award at the 2012 Foil & Specialty Effects Association Golden Leaf Awards in Las Vegas.
Vantage Apparel (asi/93390) has promoted Marci Newsom and Jeff DePalma to regional sales manager positions. The supplier has also hired Mark Thieleke as its sales representative for NC, SC, TN and WV. |
Wearables Terms
|
Band (Rocap): A separate band of body fabric sewn on and turned down so the attaching seam is not visible. Inside the band is a separate lining.
Faille: A glossy, soft, finely-ribbed silk-like woven fabric made from cotton, silk or manufactured fibers.
Foulard: A lightweight, twill-weave fabric made from filament yarns like silk, acetate and polyester. Often used in men’s ties, the fabric features a small allover print pattern on a solid background. |
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
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
June 10-13, 2012, Marlboro, MA
New England Apparel Club Show
(781) 326-9223; www.neacshow.com
June 21-23, 2012, Indianapolis
NBM Show
(303) 469-0424; 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 2012, 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 |
|