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Imprint Canada January/February 2013
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A Tristan Communications Ltd. Publication Volume 20, Issue 1
Get caught up on the latest industry news 8
Mark Venit examines the use of second names and tag lines
for reinforcing and building your company's image 16
Gunold Canada's Fran McAvity takes aim at solving your
embroidery problems in our Question & Answer series 18
Imprint Canada's showcases the newest wearable fashions,
advertising specialty items, supplies and equipment 26
WHAT'S INSIDE
What Does 2013 Hold for Garment Decorators? The Store of The Future Revised
By Ted Stahl
About 10 years ago, I wrote an article for a trade publication talking about “Th e Store of the Future.” It talked about the chal-lenges we were facing back then, such as the digital revolution that was transforming the way graphics were created and applied to garments, as well as the fact that the competition for the graphics customer’s dollar has grown more intense than ever.
Seems like times haven’t changed much. As we head into 2013, custom garment specialists are still
wondering what impact more recent technological and economic changes will have on their businesses. Like I said back then, “Smart retailers know they can’t take a business-as-usual approach if they hope to continue.”
Trends to Understand
When it comes to consumers, convenience is still a main shop-ping concern, perhaps even trumping the need to save money in some cases. But whether a consumer is more interested in price or convenience, the transparency off ered by the internet today makes it almost impossible not to off er both to your customers.
Garment Manufacturing
You can’t off er decorating services when you don’t have the right garments. For many consumers, it comes down to whether or not you have the right brand names. However, the big guys don’t always want to play with smaller decorating companies, making it diffi cult for you to off er their famous brands. Th is is a big mistake!
January 11-12, 2013Toronto Congress Centre
North Building
DON’T MISS OUT!!! THE PREMIER
INDUSTRY EVENT OF THE YEAR
IS BACK!
Th roughout 2013, Imprint Canada will be running a six-part series focused on direct overseas sourcing, the inherent risks and costs associated with it.
At fi rst glance, it's not diffi cult to understand why sourcing direct from an overseas manufacturer would appeal to distributors….at least in theory, that is.
In the never-ending quest to lower costs, buying direct - again in theory - allows distributors to lower their added costs and sell a product or program for less and/or for a higher gross margin by circumventing the importing supplier or factory-authorized middleman involved in said product or program.
Unfortunately, theory makes this course of action seem vastly more appealing than it really is. While buying direct appears to be less expensive on the surface, hidden costs, added risks, and logistical complications can quickly undermine (and vastly outweigh) any potential savings to be had.
For distributors, being aware of these inherent perils will help them better navigate their choices when determining where and who to partner with for their sourcing needs.
The Perils of Sourcing DirectPart one of a six-part seriesBy Adriano Aldini, Imprint Canada
2013 Global Economic Outlook
starts on page 44
EXCITEMENTENERGYQUALITY
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Are the Risks Worth it?One of the business strategies that I have adopted over the past 20-plus years is to
maintain consistency in the relationships I have with vendors that provide products
and services to my own business.
I like knowing what to expect, I like knowing that the companies I source from
know my business, and I especially like to know that these companies understand
the relationships that I have with my own customers and are aware that any potential
breakdown on their end ultimately eff ects the companies that rely on my business.
I like the warm and cozy feeling which that piece of mind brings me when deadlines are
met, expectations are surpassed, and we have the opportunity to do it again and again.
Why re-invent the wheel? Why try using another vendor when fault cannot be found
with vendors I current rely on?
Companies are solicited to change vendors daily. If a vendor "just ain't doing it for you,"
I can see why the need to source a diff erent solution exists. If all is good, but pricing
becomes an issue, then why rush to source someone new? Sometimes discussion of
mutual needs can lead to solutions of a diff erent nature, but a solution nonetheless.
Sometimes, businesses source "in-house" and try "going it alone". Unless you have
inspirations and long term goals for your company to become a fully, vertically inte-
grated machine, I strongly suggest you keep true to what made you successful in the
fi rst place. Taking on the additional risks, liabilities, headaches and self accountability
that are outside your primary realm of knowledge and experience is an enormous step
(and one which oft en comes fraught with risk).
Parameters distinguishing manufacturers, importers, suppliers, wholesalers, distribu-
tors, retailers and resellers in our industry are becoming
fuzzier and greyer by the day. Yes, there are those that
have been, and will continue to be, tempted to look upon
these blurring boundaries as market opportunities.
But at what cost do these opportunities come at?
Money lost and business lost if the goods/services
sourced fall short in terms of quality, timing, or avail-
ability. Reputations can go south faster than Canadian
snowbirds.
Th e proliferation of the almighty internet has made it
easier for some to make money - and for some - easy to
lose money via the lure of easily accessible knowledge
and contacts.
What the internet can't (and won't be ever able to) rep-
licate are the well-established relationships and mutual
understanding of needs that exist between client and
customer. Th is can only be achieved through an ongoing
win-win partnership which takes time and personal
attention to carefully cultivate.
You won't ever fi nd that in a URL.
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IMPRINT CANADA
Industry News
Ash City Appoints Doug Hayes President & CEOAsh City Worldwide recently announced the
appointment of Doug Hayes as the company’s new
President & CEO, eff ective January 3, 2013.
Th is role is responsible for overseeing all aspects of
the company’s progressive go to market strategy for
North America. Founder Garry Hurvitz will continue
to lead the innovative product development and sup-
ply chain initiatives for which Ash City is renowned.
"Doug Hayes brings a wealth of management
experience to Ash City," said Hurvitz. "He has an
impeccable track record of performance and excel-
lence, and fostering long lasting relationships with
both customers and employees with every organiza-
tion he has led."
Doug Hayes has served as President of the Americas
for Crocs, Inc. since January 2009. In this role, Doug
was responsible for all operations for North and South
America including Crocs’ wholesale and direct to
consumer channels. He joined Crocs in September
2008, successfully rebuilding Crocs’ Canadian whole-
sale and retail businesses as Vice President/Managing
Director for Crocs Canada.
"January 3, 2013 can't come soon enough for me,
when I offi cially become part of Ash City Worldwide,
and work closely with Garry, to help lead this great
business into the future," said Doug Hayes.
Prior to joining Crocs, Doug spent more than 25 years
in the sports industry. He held a position as President
of National Sports and Senior Vice President of Forzani
Group Ltd., the largest national sporting goods retailer
in Canada. He also served as President of Callaway
Golf Canada and President of
adidas-Salomon Canada Limited,
where he successfully integrated
adidas-Salomon and Taylor Made
Golf in Canada.
"Th roughout my career, my mantra has been con-
sistent. It is my belief that the best companies have an
unwavering commitment to best in class Customer
Service. I look forward to meeting as many of our
business partners as possible in my fi rst 30-60 days
at Ash City, be that here in Richmond Hill , or at the
Las Vegas and Orlando Trade Shows, to learn from
them, how we can continue to serve them better. I
do not profess to have all the answers as I move to
a new industry, but I do believe that sound funda-
mental business and personal principles transcend
all industries," explained Doug.
"I have oft en stated that great business leaders are
focused on maximizing the fi nancial performance and
metrics of their companies, increasing all operating
and service metrics and equally important, ensuring
that the culture and environment make it a great place
to work. I am committed to all internal and external
customers that these basic business philosophies are
brought to life at Ash City in the months and years
to come," he added.
"We are looking forward to having Doug at the
helm," said Garry Hurvitz. "He is the right person
to drive our business forward and take advantage of
the tremendous growth opportunities heading into
2013. Th e future looks very bright."
Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL)
announced record fi nancial results for the fourth
quarter of 2012 year and announced a 20 per cent
increase in its quarterly dividend.
Gildan's net earnings amounted to $89.0 million
(all fi gures U.S.), or $0.73 per share on a diluted basis
for the fourth fi scal quarter ended September 30,
2012, compared with net earnings of $48.5 million
or $0.40 per share in the fourth quarter of fi scal 2011.
Net sales in the quarter were up 16.6 per cent from
the same period last year to $561.7 million, with sales
for the Printwear segment up 7.5 per cent to $376.8
million, and sales for the Branded Apparel segment
up 41 per cent to $184.8 million.
New Branded Apparel ProgramsGildan also announced that it has been successful in
securing important new branded programs for fi scal
2013 with national retail customers, as well as with
regional retail chains, which will provide signifi cant
exposure and visibility for the Gildan® brand. Th ese
new programs include underwear, socks and active-
wear and are largely expected to begin shipment in
the second half of fi scal 2013.
Gildan Activewear announces record quarterly results
1 THE PERILS OF SOURCING DIRECT CONTINUED ON PAGE 12
1 WHAT DOES 2013 HOLD FOR GARMENT DECORATORS? CONTINUED ON PAGE 14
10 INDUSTRY NEWS
16 WHAT'S IN A NAME? (PART 3)18 EMBROIDERY Q&A20 COMPANY PROFILE: HISHONS CUSTOM
44 2013 GLOBAL ECONOMIC OUTLOOK
26 WEARABLES SHOWCASE
38 AD SPECIALTY SHOWCASE
42 SUPPLIES & EQUIPMENT SHOWCASE
Imprint Canada is published six times per year by Tristan
Communications Ltd. Th e contents of this publication may
not be reproduced either in part or in whole without the
consent of the copyright owner. Th e views expressed in this
publication are not necessarily those of the publisher. Request
for missing issues are not accepted aft er three months from the
date of publication.
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Email: [email protected]
ISSN: 1480-1884 GST Registration #: RT892913294
IMPRINT CANADA
PUBLISHER Tony Muccilli : [email protected]
PRODUCTION MANAGEMENTAdriano Aldini : [email protected]
CONTRIBUTING WRITERSMark L. Venit, Ted Stahl, Adriano Aldini, Fran McAvity
MARKETING COORDINATORSteve Silva: [email protected]
OFFICE ADMINISTRATORMaria Natale: [email protected]
GENERAL [email protected], (905)856-2600
ADVERTISING SALESTony Muccilli (Toronto)
Tel: (905) 856-2600 Fax: (905) 856-2667
January/February 2013 - Volume 20, Number 1
Anvil’s Eco Collection features soft combed ring spun organic cotton and recycled P.E.T. apparel in fashion silhouettes that provide comfort for celebrating in style. Offering several
choice for your most rockin’ designs.
anvilknitwear.comBrought to you by
Rock the New Year in nvil Style
nvil Canvas forSelf Expression
IMPRINT CANADA
Industry News
Canada Sportswear Corp. acquires
Embossing Solutions Inc.
Canada Sportswear Corp., a leading apparel supplier
managed by Ralph and Howie Goldfi nger, has announced that
it has acquired the innovative Embossing Solutions Inc.
Embossing Solutions Inc. will continue to be managed
and operated by Steve Nagymarosi and will now be a div-
ision of Canada Sportswear Corp.
"We have been working with Steve at Embossing Solutions
for over fi ve years and the synergies of our two organiza-
tions will be able to deliver a full package creative solution
that helps organizations build brand equity through our
loyal distributor’s network," said Ralph Goldfi nger. "Th e
acquisition is a long term strategic partnership delivering
innovations for tomorrow," he added.
Steve Nagymarosi who has 10 years of direct hands-on
cresting application experience is excited by the alliance.
"I am very pleased to join forces with Canada Sportswear,
a long term client. We are the best at what we do. I look
forward to working with a great team to allow me to expand
my services through the extensive distribution network of
Canada Sportswear," said Nagymarosi. "Business will be
as usual and there will be no interruption or changes. We
will combine the best of both organizations."
National sales manager, Tony Mannucci, who is respon-
sible for global sales commented, "I am very thrilled that
we have formed this partnership and I look forward to
Steve’s input in off ering creative solutions to our customers."
"Th is will be a great contribution to the rapidly
expanding custom division," says Ron Brownstein, who
is in charge of Custom Apparel for Canada Sportswear.
“We are already the leaders in this category, and our
association with Steve will make us a one stop shop. I’m
looking forward to the new venture."
Steve and his team can be reached at: Embossing
Solutions, 9 Alluara Blvd Unit 5, Aurora, ON, L4G 3N2,
Tel: 905-910-1263, E-mail: [email protected].
Biz Collection appoints new GTA sales executive
Canadian-based Kaumagraph International Ltd, has
proudly announced the acquisition of British Kaumagraph
Transfers (BKT) of Manchester, UK.
Th e strategic acquisition strengthens the position of
Kaumagraph in Europe and the Middle East while increas-
ing overall capacity to service current and future business.
"Purchasing BKT has provided us with much of the
infrastructure and manpower to sustain our growth," says
Ken Dunlop, President & CEO, Kaumagraph International
Ltd. "We can now turn our attention toward expansion in
developing markets."
One of the industry leaders in specialty heat transfer tech-
nology for textiles, Kaumagraph has experienced signifi cant
growth over the past 18 months servicing large brands par-
ticularly in the denim sector. Th e company is forecasting
another strong growth period over the next 12-18 months
with expansion plans for facilities in both Asia and Central
America.
Please visit www.kaumagraphinternational.com or contact
[email protected] for more information.
Kaumagraph International Ltd. expands to EuropeCanadian manufacturer of specialty transfers experiencing signifi cant growth
Vantage Apparel announces deal to distribute Greg Norman
Corporate Collection in CanadaVantage Apparel has announced that it will be dis-
tributing the Greg Norman Collection to the corpor-
ate promotional market in Canada, eff ective immediately.
Built upon a unique combination of performance,
luxury and style, Greg Norman Collection is a leading
worldwide label of golf-inspired sportswear for men and
women.
Established in 1992, the brand is inspired by one of
the world's leading golf professionals, the man known
as "Th e Shark."
Th e exclusive distributor of the Greg Norman
Collection to the corporate market in the United States,
Vantage will stock a complete product line, consisting of
nearly 30 styles, including more than a dozen perform-
ance polos available in both basic and fashion colors.
"We are excited to bring such a well-known and
highly-valued brand to the Canadian market," said Ira
Neaman, President of Vantage Apparel. "Greg Norman
Collection is one of the premier names in fashion and
performance. We believe this move will make it eas-
ier for our distributor partners in Canada to not only
source Vantage’s quality product but also off er a global
brand of such high stature."
For more information, please contact Jeff DePalma,
Sales Manager, at Jeff [email protected] or call
1-800-221-0020, ex. 3122.
Biz Collection is very pleased to announce that Chad
Maybury has joined its sales team and is the dedicated
Sales Executive for the greater Toronto marketplace.
"I have known Chad as a highly respected peer and
friend for the last 13 years. His technical knowledge of
wearables, his passion for our industry and his award-
winning service to his GTA distributors, makes Chad a
perfect fi t for our growing international company and
brands," said George Cooper, Canadian national sales
manager.
Chad can be reached by email at [email protected]
or at (416) 258-6633.
Westhall Apparel announces new
Canadian sales forceWesthall Apparel is proud to announce its new
Canadian sales force for 2013. Th e new team is headed
up Canadian sales Manager Dennis Goodwin, formerly
of Champion Canada.
"We are very excited with our new team additions and are
looking forward to a great year in 2013," says Gabe Palumbo,
president and CEO or Westhall Apparel. "We have a lot of new and
exciting things happening this year and we feel that we have the
right people in place to help us share our great products across
Canada," he added.
Th e Westhall Apparel sales team consists of a team qualifi ed
promotional sales agencies strategically located across Canada with
representation in Ontario, Manitoba, Alberta and British Columbia.
For more information, please contact:
WINNING EDGE SALES LTD (BC)
TEL: (604) 436-2877; email: [email protected]
HARRIS AGENCIES (AB)
TEL: (788) 444-6396; email: [email protected]
ARNOTT AGENCIES (SK, MB, Northwestern ON)
TEL: (204) 261-1051 ; www.arnottagencies.com
DENNIS LEE SALES AGENCY (Southwestern ON)
Tel: (519) 878-3334; email: [email protected]
INFINITI SALES GROUP (GTA)
Tel: (905) 274-4576; email: infi [email protected]
For retail sales and collegiate sales book store, contact Catherin Palumbo, Tel: 416-791-0845; or email: [email protected].
Features:
UV LED unit
Up to 1,440×1,200 dpi
3 different ink sets for hardor flexible substrates
Max. print size: Width: 11.8”Length: 16.5”
Media Thickness: 5.9”
Automatic Table Height Adjustment
Automatic ink circulation systemprevents pigment sedimentation
Simultaneous white ink under or overprintthat does not slow down the printing speed
Print on: Plastics Glass Metals Wood Rubber
New Balance® performance apparel is now available in wholesale.
Offered in companion styles in 100% polyester fabrics, these athletic designs deliver what your active customers demand.
For more information contact us at [email protected]
Gildan is an authorized licensee of New Balance Athletic Shoe, Inc. New Balance® and the fl ying NB are registered trademarks of New Balance Athletic Shoe, Inc.
RUN WITH A LEADER IN 2013!
IMPRINT CANADA
News
5 Reasons You Shouldn't Source Direct From Overseas1. FINDING THE RIGHT MANUFACTURER AND SOURCING MATERIALS: Searching for depend-
able manufacturing partners around the globe is the fi rst cost associated with going direct to
produce a program or a product. Many suppliers in our industry have spent years cultivating
long-term relationships, setting up manufacturing facilities and establishing supply chain
infrastructures overseas to deliver a great product off ering at a competitive price. In doing
this, they have taken on a great risk and a heft y fi nancial commitment.
Distributors looking to save a couple of points by sourcing direct will quickly realize that
one of their biggest challenges will be securing a reliable, trustworthy manufacturer on
the other side of the planet. Th is is a diffi cult endeavor when you are sitting behind a desk
somewhere in Canada.
Do you have the time and resources to travel to across the world and tour factories, meet
project managers, all in hopes of fi nding a right parter for your program needs? If you don't
speak the native tongue, you will need to hire a consultant, agent or broker help you with
your research, and the good ones don't tend to come cheap.
Some of the qualifying factors you'll want to explore for vetting a manufacturer include:
• Is the factory fi nancially stable and have ISO certifi cation?• Is there a quality management system in place?• Does the factory comply with global standards for human rights in the workplace?• Are environmental laws and regulations being followed?
Th e process of selecting a factory requires so much time and resources that it becomes
very easy to curtail your search and just go forward with the manufacturer that "seems right."
Searching for materials is another enormous and time-consuming undertaking. Are you
going to rely on the factory to match the desired material for your custom apparel or hard
goods program? If the answer is no, then you're looking at the added cost of hiring an over-
seas material sourcing manager.
2. PROGRAM EXECUTION: Assembling a design team and project managers is another big
expense when going direct; this, in and of itself, comes with notable challenges. Th e wages
and benefi ts required to cover project management expenses are oft en underestimated and
add to budgetary requirements.
Establishing roles, responsibilities and workfl ow doesn’t happen overnight, it takes extensive
time and planning. Getting a process in place that is cost-eff ective can take years to perfect
and it usually comes with a steep learning curve.
Handling fl uctuations in workload also brings up the issue of retaining staff year round or
hiring on an as-needed basis. Both scenarios come with their disadvantages; the former is more
costly while the latter makes maintaining a trained work force diffi cult. Trying to determining
all these costs up front is challenging to say the least.
Translating conceptual ideas into fi nished products is not something which happens
overnight either. Since all the materials you require to manufacture your program may or
may not be available as readily as you would like, spec designs can be easily be comprom-
ised in this direct overseas manufacturing model.
Distributors looking to cut corners (something which is highly ill-advised) can submit
conceptual designs to manufacturers and rely on the factory to design the product.
But this option comes with a immense risk as you may end up being stuck with manu-
factured samples that are nowhere near to what you had mocked up. Bridging the com-
munication divide between your designs and the factory fl oor - to ensure products meet
specifi cations - takes time, patience and money to fi ne tune and perfect.
Even though many of the popular promotional garments and hard goods product
categories have been knocked off or reverse-engineered by off shore manufacturers,
there is no assurance of adherence to original specifi cations on dimensions, materials
or overall performance. Th e only way to ensure strict adherence to these parameters
is to develop a detailed set of product specifi cations to which the imported products
must be manufactured.
Translating designs into production-ready documents is a much smoother process if the
distributor has established long-term relationships with factories and has a fi rm grasp of
the capabilities the manufacturer has. Again, this doesn't happen overnight or at a mar-
ginal cost; suppliers in our industry have spent years get this right (so you don't have to).
3. QUALITY CONTROL: Any distributor that has ventured into sourcing direct will tell you that
quality issues can quickly wipe out any potential savings you had hope to achieve going in.
You could have the right manufacturer, the right materials and the right program execu-
tion in place, but when your order is shipped, you fi nd that the product quality is inferior
and unusable.
Once the product specifi cations are determined, preproduction samples must be obtained
for testing. An incoming process should be established to ensure each and every shipment
is inspected on an ongoing basis for adherence. Th e establishment of ISO certifi cation
for incoming inspection provides consistency through process, but is not necessarily a
measure of quality.
Many factories overseas don't exactly fi t the gold standard for customer service when
forced to deal with quality issues. In fact, if a massive quality discrepancy arises, don't
be surprised to see the factory walk away from the project rather than work to fi x it
(especially if your dealing in small volume).
Proper quality risk analysis is critical to ensure that the fi nal products you receive
are as good as the samples you've approved. Occasionally, goods are not in accordance
with samples, quality is not as specifi ed, or they are otherwise unsatisfactory. To prevent
costly mistakes, you will need to have in place a critical quality management system.
To ensure the highest quality is produced, keeping a company-owned, multidisciplinary
quality control team on the ground overseas is ideal. While this team should be composed
of non-factory employees, it’s important that they fully understand the factory’s processes
and can communicate seamlessly with the factory project managers.
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To combat this, some middle to small-sized manufacturers
are consolidating their processes and are getting together to
"join forces" to compete against the bigger guys.
Someone is going to create a brand that will be able to
compete by off ering a wider variety of quality garments that
will be comparable and more accessible to smaller decorators.
Th is cooperative type of marketing will allow smaller garment
decorators to off er a brand that is competitive in both price
and quality. Th ere’s always room for another rival.
We’ll also probably see a rise, as they have in
Europe and Asia, in more and more sports
teams using manufacturers that also do
the embellishment in the factory,
especially in "made-to-order" uniform
situations.
With labor costs being what they are,
sometimes this is the most inexpensive
option. However, it also opens a niche
to those who are able to be more fl ex-
ible and aff ordable when it comes to
aft er-market decoration.
Bigger Marketplace
If you’re still concerned about the number of decorating
companies appearing on the internet, you should be. However,
don’t dismay. While they may be your competitors, they are
also helping to create a bigger marketplace.
When awareness is raised, it can also have the eff ect of raising
the price points people are willing to spend. I’ve seen it happen
in the classic car marketplace—as certain reality shows fan
the fl ames of interest in cars, prices go up. Th e same thing is
happening in the custom printing marketplace.
Heat Printing Trends
We will continue to see an increase in the use of heat print-
ing to decorate garments of all kinds, especially as more and
more performance and sublimated fabrics become popular.
Th ere is growing acceptance now more than ever by major
garment manufacturers for heat applied transfers, for materials
that can breathe, and for materials that off er sub-blocking and
special eff ects (like metallic and refl ective).
My most important prediction is more of a statement of fact
than a premonition: all is well in the world of garment decorating.
Th ose of you who are working hard to keep up with changes
in your customer’s needs will benefi t and grow. Like everything
else, the industry is moving at a faster pace than ever before,
so don’t be afraid to get out there and get some of that new
business for yourself.
News
HELP WANTEDStitches Creation is seeking experienced talents to join and grow with our company in the following positions: Sales Manager, Sales Representative, Sales Agency,
Customer Service, Graphic Designer, Screen Printer.All qualified applicants are requested to submit their resume to: [email protected] or contact Emily at 604-829-8907
Stitches Creation is a well established decorator and custom apparel manufacturer located in Vancouver BC, servicing retail and promotional industries since 1993
www.StitchesCreation.com
For infrequent or smaller-volume programs, the cost of hiring a company-sponsored
quality control team doesn't make fi scal sense and can quickly make you realize how the
theory of going direct is quite diff erent from the reality. You could hire an agent to but this
will eat into your resources as well.
4. SHIPPING + LOGISTICS: If you plan on going direct with smaller orders, shipping partial
containers also tends to be costly, especially with energy prices always on the rise. Th e shipment
also needs to be insured against damage which is another costly element of sourcing direct.
Unless smaller volume quantities of products are purchased through internet sources,
longer lead times should be expected when dealing with an off shore manufacturer.
Due to the nature of a manufacturing facility having no fi nished goods on hand and
the proximity of off shore locations, lead times will be substantially longer than those of
manufacturers that have a domestic base of operations.
Not only are the lead times to manufacture the product a consideration, but raw material lead
times as well as extensive shipping times tend to be much longer then domestic freight carriers.
Longer lead times can lead to costly missed opportunities, or worse, lost business; what
good is a client's spring program if it arrives to you in May instead of February? Furthermore
time can quickly evaporate tracking lost shipments and replacing missing items
Another risk factor to consider is currency fl uctuation; due to the "short-term nature"
of price guarantees off ered by factories, price fl uctuations oft en occur when going direct.
Before entering into a commercial contract, you will need to determine the value of the
product in domestic currency. As there is always a gap between the time of entering into
the contract and the actual payment for the goods, determining the value of the goods in
domestic currency will help you get a better idea of the actual cost of the products you
are importing.
5. INVENTORY & SUPPLY CHAIN MANAGEMENT : Program inventory will most likely need
to be warehoused. Because of the longer lead times, higher inventory levels and carrying
costs must be considered. Additionally, direct imports generally require substantial quantity
buys of single SKUs to justify manufacturing runs, and off shore shipments are usually by
the container load for optimum freight utilizations.
Off shore suppliers generally do not provide payment terms
and many may require a deposit or full payment in advance.
In addition, longer lead times are not the only concern in
dealing direct; long-distance supply chains are oft en infl exible
and inventory balancing or annual stock adjustments usually
are not off ered. Th is makes unexpected fl uctuations in market
conditions extremely costly to manage.
Shipments "already on the water" cannot be cancelled due
to market slowdowns. Likewise, spikes in demand are just as
diffi cult to manage.
Th ese Five reasons are important and realistic considerations
to consider when the idea of sourcing direct comes up. While
theoretical and potential savings to your bottom line are enticing,
overlooking these realistic factors can prove to be extremely costly.
In the next edition of Imprint Canada, we will look at sourcing
locally and the inherent benefi ts associated with doing so.
Ted Stahl is the Executive Chairman of the Board of GroupeSTAHL, an international group of companies specializing in heat printing methods.
Stahl is a well-known industry veteran with more than 40 years’ experience in all aspects of apparel graphics, from manufacturing and marketing, to product design and retail operations. Stahl has played a major role in bringing sportswear graphics into the computer era, with the introduction of high-tech digital imprinting products, including Stahls’ CAD-CUT® materials,
Drawmate™ software and CADWorxlive.com, a free online art creation website.
In 2010, Stahl was inducted into the National Sporting Goods Association Hall of Fame. You can follow Ted on his blog: www.tedstahl.com
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IMPRINT CANADA
News
In Parts I (Criteria for Selecting a Company Name or Re-naming Your Company) and II (Names to Avoid and What Qualifi es as a Dream Name), we explored several angles on naming or re-naming your company.
Now we’ll look at creating additional company names and augmenting your company name or names with tag lines to help strengthen your company’s or companies’ positions(s) in the minds of your prospects and customers.
Additional Company Names In cases where changing an existing name is highly prob-
lematic, oft entimes a second and/or third name become smart, practical options. Th is option is particularly useful when you’re looking to strengthen your position in one or more specialty or niche markets.
For example, your business, Great White North Custom Apparel chooses to further your penetration into volunteer fi re companies in search of fundraising campaigns - an area where your fi rm has had some success and has developed its own such programs. A second company name that might attract more interest could be Hook & Ladder Apparel or Firehouse Fundraising. Or if you are marketing to fi shing clubs, your second name might be something like Fish-On Shirts, Deep Sea Designs, or Freshwater Fashions.
Handling phone calls to the new second company can be done with a dedicated phone line (an additional line) or simply answering your phone with both names (e.g., "Good morning! Maritime ShirtWorks and Freshwater Fashions. How may I help you?").
Th e second company name is easily implemented as well with a separate web address. As you develop additional special markets and product lines, you might need to add additional names and or resources to properly segregate the divisions.
Tag LinesOft entimes, in addition to second names - or in lieu of
going that route - you can opt to use a tag line to better defi ne who you are and what you do. A tag line is a word, a catchword, a phrase, or a short sentence that helps spread your message as to who you are, what you do, who you serve,
your company’s advantages, et cetera. Properly promoted, displayed, and reinforced over time,
a tag line becomes part of the identity, or associated with a product, company, person, group, event or place.
With famous people, certain such phrases become a signature element in their personas. When a major league baseball team wins a World Series, you’re bound to hear its MVP say, "I’m going to DisneyWorld!"
Let’s play 20 Questions. See if you can correctly identify the catch phrase, nickname, slogan or tag line associated with the following: (correct answers appear inverted below)
Getting the answers for all 20 questions is almost impos-sible because of your age or personal interests. If you’re under 40, you probably never heard of Henny Youngman, a famous mid-20th Century comedian. If you’re not from Calgary, you might not have even heard of the centennial slogan, which was targeted to the locals (who marketers learned buy 75 per cent of the tickets to events).
So, how’d you do? Congratulations to all the winners! Because if you got even ONE right, you understand tag lines and positioning statements and you understand the associ-ative relationship of a company, product, person, event, or other entity with a certain phrase or words. (If you got all
20 correct though, you really need to get a life). Obviously some tag lines are better than others and some are
a lot easier to remember than others; some are known only to people who use the product or service. But each phrase listed came to be associated with something else -- by happenstance, through long-term advertising and marketing investments, personal involvement or memory, or whatever.
Shorter is usually better, though longer phrases can be suc-cessfully eff ected with gazillions of ad dollars behind them, as in the case of a year-and-a-half McDonald’s national ad cam-paign during which people learned that a BigMac™ consists of "Two all beef patties, special sauce, lettuce, cheese, pickles, onions – all on a sesame seed bun." Th at campaign was fi rst run in 1974, but remains in the minds of millions of people nearly four decades later.
By the way, the correct answer for question L) (about McDonald’s) is today, “I’m lovin’ it,” but if you answered “McDonald's is your kind of place” (run in 1967-1971) or “You deserve a break today” (run in 1971 to 1975 and revived twice – 1980 to 1983 and 1989 to 1990), score it as a correct answer.
Th is illustrates the point that campaigns and tag lines change over time to what suits the company’s evolving objectives for itself and vis-à-vis its competition.
In Part IV, we’ll look further into memorable tag lines for decorated apparel companies (and I’ll share some you can use for your company) and help stimulate ideas to help you develop a good tag line for your company. We’ll also look at “descriptors,” an easy means of further defi ning your company name and your company’s positioning.
Mark L. Venit, MBA, provides management and
marketing consulting and proprietary research to
apparel graphics companies throughout the Americas
and Europe. He’s the author of several books and
over 500 articles published in trade magazines and
professional journals.
His book, The Business of T-Shirts: A Textbook for Success in Marketing and Selling
Decorated Apparel, released in March 2011, is available from Stahls' Canada and
from the author. Venit is engaged extensively as an expert witness, qualifi ed in
all U.S. and Canadian jurisdictions in the areas of trademark and copyright applica-
tions, business conventions and trade practices in the apparel graphics industry. A
former professor of advertising and marketing, Venit earned his bachelors and mas-
ters degrees at Temple University in Philadelphia, Pennsylvania. Mark Venit can be
reached at: [email protected], 410.641.7300.
What’s In a Name? - Part 3: Second Names and Tag LinesBy Mark L. Venit, MBA
Answers:
IMPRINT CANADA
News
What is the benefi t of using a satin stitch?
What other types of stitches are there?Using diff erent stitch types is functional and creative. There are three
basic types: walk, satin, and fi ll.
1. A walk or run stitch is a single stitch on a single path and is primar-
ily used to track under the design to get from one place to another, to
create manual underlay, and to create fi nishing stitches or outlines.
2. The satin stitch is used to “fi ll” an area and create a “solid” look and
is commonly called a “column” stitch. The satin stitch is governed by its
stitch length which is actually the “column width”. The stitch length is
important as too short a stitch is invisible and breaks thread; too long
a stitch adversely aff ects tension and machine speed as well as leaves
loose fl oppy stitches which catch and rip out. When the satin stitch
column is too narrow, then a run stitch is used. When the column is
too wide, then a “fi ll” stitch is used.
3. The fi ll stitch is created by rows of running stitches with a density
(close togetherness) and an off set value (which makes the stitches
appear blended). Modern software has many embedded formulas to
allow the digitizer to present many diff erent looks with “fancy” fi lls.
How would you recommend a new embroidery
company go about gaining market share in the
school and team apparel marketplace?Personal relationships are everything in this business. Forget the
e-mail and the fl yers. Go pound some pavement! Don't be scared to
put yourself and your services out there.
Do you know anyone in the school? How about anyone with the team?
Maybe a parent or a coach or a teacher? You will need to do your
homework to fi nd these people and make your personal service and
your company the “preferred” supplier using hands-on relationships
within your community.
Once the decision-makers at the schools become familiar with who
you are and what your company does, it won't take very long for the
word to spread to other schools in your community. Oftentimes, one
or two referrals are all it takes to get the ball rolling.
How much more should I be pricing my puff
embroidery vs. regular embroidery? There are two factors involved here: additional supplies (foam) and
additional time on the machine.
The cost of foam is minimal and the cost of extra time on the machine
is calculable. If you charge by the 1000 stitches, you will need to add
a factor for the added time on the machine to deal with the additional
handling of the foam. An old fashioned way of calculating time on the
machine is to say $1.00 per sewing minute.
Remember, the largest factor in pricing embroidery is time on the
machine. No one pays you until the job is done!
How do I avoid letters from puckering on fi ne
fabrics like microfi bre?There are two very important things to look after. 1. Stabilize the fabric
properly in its own natural lie (no stretching!!). This means you will need
either sticky backing such as Filmoplast or use a temporary adhesive
spray with your backing. The fabric should be stabilized BEFORE it is
hooped. A water soluble topping such as Solvy could be in order as well
2. Make sure the letters do not have too high a density and try using
a zigzag underlay to help with the colour coverage.
I am getting requests to embroider leather
belts. I haven't worked with leather, or belts.
What tips can you provide to help me do this
correctly (and quickly)?
Leather is not as diffi cult as most people
imagine. Here are a couple of things to
remember about leather.
1. Leather stretches. Make sure you sta-
bilize the leather so it cannot stretch while you are sewing on it. A sticky
backing such as Filmoplast is very useful and saves the mess created
by over spray from embroidery adhesive.
It sounds bizarre, but a water soluble topping such as Solvy helps
enormously. P.S. Tear off the topping – don’t wet the leather!
Belt technique: Hoop the Filmoplast alone in a reasonably large size
hoop. (You may need two pieces for stability). Tear away the release
paper and expose the “sticky” backing. Place the hoop on the machine;
lie the belt down fi rmly on the sticky backing and across the hoop so
it is centered for the embroidery; Sew!
2. Needle penetrations cut the leather and leave holes. DO NOT use high
density designs! Make sure your designs and letters don’t have short
(tiny) stitches. Avoiding high density and short stitches will reduce the
number of close together needle penetrations. (And stop the design from
cutting a hole out of the leather!) Use a regular SES (ballpoint) needle.
What are the most common mistakes you see
embroiders make? How can these be avoided?One of the biggest mistakes I come across is improper hooping; fabrics
must be fi rst stabilized in their own natural lie! A common mistake is
to make the fabric "drum tight" in the hoop. The action of pulling the
fabrics tight in the hoop leads to the fabric being stretched out of its
natural lie. This invariably produces puckering in the fi nished design
as the fabric relaxes after the hoop is removed.
Most embroiderers realize how diffi cult it is to manage stretch or knit
fabrics. However, you can pull or stretch a solid or woven BUT care must
be taken not to do so because the fabric appears stable. Stretching fab-
rics in the hoop will also create holes in the "negative spaces" of small
letters, (i.e. inside the B, R, P). The stretched fabric will actually be cut
by the needle and you suddenly have "Islet" embroidery.
Another common mistake is not to use a complete piece of backing
(stabilizer) which is large enough to fi ll the entire hoop. If your hoop
is 7" round, you will need an 8" square piece of backing. Incomplete
support of the fabric across the whole hoop will lead to wobbly irregu-
larities as the fabric is not stable for sewing.
Finally, choosing inappropriate fonts is something that eludes many
embroiderers. There are far too many fonts to choose from in today's
software. Ask yourself: Which are the most common fonts? Keep these
one in your "stock" library.
You will only need very few: a good block font for small to medium
letters, a legible script font, a block font with satin serif ends for large
letters, a block font with single stitch serif ends for small letters, and
perhaps an athletic block font.
Sew them out on diff erent fabrics and at diff erent sizes. Get familiar
with which one to use and when. Pay attention to the software recom-
mendation for sizes.
When you are comfortable with the basics, try fonts which are created
specifi cally for small letters and then try a 60 weight thread for clarity.
Remember, a good embroidery font is one that creates clear and
legible words.
IMPRINT CANADA
Hishons Custom is a tight-knit, family-run custom decorat-ing shop located in Stratford, Ontario with roots that date well back to the 1970's when Ken Hishon and his brothers
fi rst founded Hishons Sporting Goods. In 1986, as their sporting goods business con-
tinued to grow, they purchased screen printing equipment and began decorating team wear in-house, which up to that point was some-thing that was consist-ently contracted out.
"Up until 2006 we were operating as a sporting goods store with screen printing and embroidery equip-ment," explains Mike Hishon (Ken's son).
"It got to a point that we were doing more custom garments than retail goods, so we decided to move in that direction and drop the retail side of the business altogether."
Th is moved proved to be a wise one, and in 2009 the company moved into a new 2,600 square foot facility where Hishons Custom was born.
"We've become much more accessible to our customers in our new location," says Mike, explaining that the new shop's open concept allows their customers visiting the showroom to see into the production area to get a fi rst-hand view as to what's involved in producing custom garments.
Over the past several years since their move, growth has been quite robust, with a customer base that is wide-ranging and plentiful, to say the least. With notable accounts like Research In Motion and Cargill, Hishons Custom decorates orders for clients that are locally based as well as all across Canada. Th ey are also the exclusive apparel provid-er and design house for the ever-popular Stratford Shakespeare Festival theatre store.
THE GENERATION'S GAPWith two generations of Hishons at the helm,
the company is fuelled by a healthy mix of new and established selling and marketing techniques.
Th rough the eff ective implementation of social media, coupled with an old-school hands-on sell-ing approach, Hishons Custom continues to build a ever-growing and wide ranging loyal client base.
"Social media has helped us become more access-ible and show our customers what we do and who we are doing it for," explains Mike, who has well over 1,000 twitter followers on his multiple accounts which he uses to connect to his followers and share the high profi le work they produce.
While Mike is busy tapping into the virtual mar-keting world, Ken keeps it old school through a clas-sic personal touch with all his clients.
"We're constantly reaching out to our clients to see if they require anything," he says. "We don't just wait for orders to come to us, we are proactive and talk to our clients all the time."
SETTING THEMSELVES
APARTHishons Custom diff erentiates itself from the
competition through the quality of work it produces.
With a combined 50-plus years of apparel decorating experience, one of the com-pany's notable strengths lies in custom art and production.
"We're not your everyday print shop," says Mike, whose skill set in the graphic arts has helped the company secure the exclusive contract to design and decorate all of the Stratford Festival theatre store merchandise.
"We can print amazing things with our spot col-our technology and produce prints that look like they're made from 15 colours by printing wet-on-wet with an 8 colour separation."
Mike also recently authored an e-book titled, "Th e Screen Printers Guide - How To Screen
Print" which is chock-full of tips and tricks to help fellow printers in the business better train new employees. Th e book can be viewed online at www.thescreenprintersguide.com.
Keeping in line with social media's M.O. of shar-ing pertinent and engaging content, the e-book aims to aid new and existing printers better navi-gate the intricacies of everyday workfl ow.
"I've noticed a problem in the industry as far as production and keeping your bottom line intact," he says. From set-ups, to tear downs to mixing inks, there are many tricks to the trade that are condensed into his e-book, which comes com-plete with video tutorials, instructions and hands-on step-by-step techniques aimed at helping print shops boost profi tability and production.
"I thought that, as an owner with employees, if I could
give my staff something they could have with them - either
on their tablets or phones or laptops - to refer to while on
press when I am not around, would save hours of down-
time and prevent product from potentially being ruined."
THE K.L.T. FACTORTh is dedication to decorating excellence - coupled
with a guaranteed turnaround, competitive pricing and
a friendly customer service experience - has fostered
what Ken likes to call
the "K.L.T. Factor."
"Our customers
Know, Like and Trust
us for all their orders."
A client that especially
shares the K.L.T. feel-
ing is the Stratford
Festival; just last year,
Andrew Lloyd Weber's
Jesus Christ Superstar
was playing and even
though the buyer had
committed to good inventory levels, they would continu-
ally run out of stock.
On a Th ursday before a big upcoming weekend, the
festival buyer called and informed them that they needed
300 more shirts for the next day. Hishons Custom took
action and had the product shipped from Montreal,
printed, packed and delivered to their store in less than
24 hours. "Th at's why we are their supplier," explains Ken.
In addition to producing unique custom garments on
time all the time, Hishons Custom has also expanded
into promotional hard goods off erings, mainly to accom-
modate their growing client bases' needs. Th is portion
of the business continues to grow steadily as it's an
excellent opportunity to help solve their clients' needs.
"We provide solutions," says Ken. "Why would we
send our clients elsewhere when we have all the exper-
tise right here?"
Th is expertise has propelled the metamorphosis of Hishons Custom for more than three decades, and
even though Ken and Dan look to the mid-future with the eventual goal of winding down their careers,
they know full well that future looks bright in the capable hands of the next generation of Hishons.
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IMPRINT CANADA
StahlsCanada.ca P: 800.521.5255
Visit us at the Toronto Congress Centre
Toronto Imprint Canada Show I Toronto I January 11th & 12thBooth #601, 700-705 & 800
Don’t miss this out on Great Show Specials,
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Special Presentation by Courtney Matlick of CAD-CUT® Direct™.
Stahls’ Canada Pushes Personalization Boundaries!Now Offering Custom Sublimated Jerseys & Apparel Sublimation is an advanced way of decorating apparel that makes
every inch of fabric part of your canvas. Unlike conventional inks,
heat and pressure convert sublimation inks into a gas fusing the
ink to the fibers of the fabric. This exciting process offers you
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performance fabrics.
Call us today for more details. 800.521.5255
Decorate:
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IMPRINT CANADA
Phone: 780-453-8989 • Fax: 780-455-779912003 Kingsway Ave. Edmonton, Alberta, Canada T5G 0X8
E-mail: [email protected]
Toll Free Phone: 1-866-956-8989 • Toll Free Fax: 1-877-455-7788WINNER GARMENT INDUSTRIES LTD.
Winner Garment is one of Canada’s leading manufacturers of safety workwear. Open since 1975, we are 100% Canadian owned and operated with 51,000 square feet of state-of-the-art facilities in Edmonton, with in-house embroidery and silk screening available.
Flame- and Arc-Resistant, and Hi-Visibility apparel is our specialty and we carry an extensive stock program for fast delivery.
We have the best quality at the best prices. Our stock sizes can fit almost everyone from small to 6XL.
Can’t find it anywhere else? Let us custom make it for you!
There is no limit to the designs, styles or size that Winner Garment can make for you. Work with our design team to modify our styles to suit your specific needs or create an entirely new garment.
Our goal is to help you get the safety, style and comfort you deserve - on time and on budget. It’s literally “Safety that fits.”
• Unlined Coveralls• Insulated Coveralls• Parkas• Insulated Bib Overalls• Unlined Bib Overalls• Surveyor’s Vests• Bomber Jackets• Flight Suits• Shirts
• Pants• Vests• Nomex Golf Shirts• Nomex Fleece Hoodies,
Full Zippers & Pullovers• Smocks• Flame Resistant Apparel for Welders
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We manufacture and stock:
WINNER GARMENTS A F E T Y T H A T F I T S .www.winnergarment.com
Canadian Made Industrial Safety Workwear since 1975.
Huge Inventoryof Safety Fabrics
in Stock!We feature:
88/12 FR Fabric
Permanent FR Cotton
Product safety information is available upon request. This information corresponds to our current knowledge on the subject. It is offered solely to provide possible suggestions for your own experi-mentations. It is not intended, however, to substitute for any testing youmay need to conduct to determine for yourself the suitability of ourproducts for your particular purposes. This information may be subject torevision as new knowledge and experience becomes available. Since wecannot anticipate all variations in actual end-use conditions, DuPontmakes no warranties and assumes no liability in connection with any useof this information. Nothing in this publication is to be considered as alicense to operate under or a recommendation to infringe any patent right.
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DuPont Personal Protection
Chemin du Pavillon 2, PO Box 50
1218 Le Grand-Saconnex
Switzerland
Tel: +41.22.717.5111
Fax: +41.22.717.6131
e-mail: [email protected]
www.dpp-europe.com
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Scotchlite™FR Reflective Tape
Modacrylic/Cotton
100% PolyesterHigh Visibility
Polyester/Cotton
Nylon Fabrics
100% Cotton
100% CottonCanvas
Direct Job No.: None SAP No.: DUP.DUPSP.07038.H.011Description: Dupont Military Brochure
This mechanical prepared by: Ogilvy & MatherForm: Brochure Color: 5/5 4/C+gloss varnish
Bleed: 25.5” x 11.25” Trim: 25.25” x 11” Safety: None Scale: 1:1 Actual Trim: Same as Trim Gutter: 0” x 0”
Creative Director: None Art Director: Ared Spendjian Copywriter: NoneAccount Exec: None Print Producer: None Traffic: Gina Lorenz
Engraver: NoneREDWORKSNEWYORK Filename: DUP_SP_07038_H_011_BR_1A.indd
Document Path: Macintosh HD:Users:davidbrockett:Desktop:DUP_SP_07038_H_011_BR_1A Folder:DUP_SP_07038_H_011_BR_1A.indd Created: 9-29-2008 4:24 PM
Client: E. I. Dupont Proof: 3 Galley: 1 Current Date: 9-29-2008 4:28 PM Operator: db
Output: Fiery, pdf, disk Keywords: None Print Scale: 100% Fonts: Meta, Univers, Meta Black, Adobe Garamond Pro, DINSwatches: DuPont Red, Black, C=0 M=91 Y=100 K=23, C=0 M=100 Y=0 K=0, C=42 M=26 Y=89 K=21, DuPont Sterling Grey, Paper, C=100 M=0 Y=0 K=0 Images: NOMEX_CMYK.eps, 144053.jpg (CMYK; 505 ppi), DP_ Primary_singleline_color.ai
When an already tough situation can flare up in a heartbeat, it’s good to know there’s a company helping you keep your soldiers safe — DuPont. We’ve been working with the U.S. Military for over 200 years and providing essential personal protection since 1965. But times and conditions change. That’s why our scientists and engineers continue to research, innovate, and test new technologies. Solutions ready for the life-and-death and day-to-day challenges that warfighters face, whether they wear the uniform of maintenance workers, ground troops, flight deck crews, or pilots.
DuPont™ nomex®
Protecting the heroes Who Protect our Way of life
© 2008 DuPont. All rights reserved. The DuPont Oval Logo, DuPontTM, The miracles of scienceTM, Nomex®, Kevlar®, Tychem® and Thermo-Man® are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates.
Some government photos are courtesy of the U.S. Army.
K20631
A 200-year promise to protect
More is asked of modern military personnel than ever before. Faster responses, harsher environments, and more complex technology all require the ability to innovate and adapt to rapidly changing conditions.
DuPont scientists and engineers create the fibers and materials that are ready for tough modern conditions. Whatever the threat, there’s a solution — DuPont™ Kevlar® for ballistic protection, Tychem® for chemical warfare threats, and Nomex® for heat and fire dangers. To meet the increased demand for thermal protection in everyday scenarios, DuPont scientists are also working alongside the U.S. Military to help them pioneer new applications for Nomex®.
Only one company can draw on a two-hundred-year history of innovation to engineer the high-performance gear that helps give your warfighters the edge it takes to not just survive, but to win.
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Output to DiskSpell Checked ________
F:8.25 in F:8.5 in F:8.5 in
Nomex FleeceNomex Jersey
Vapro-Lite Water Resistant Breathable
Vapro-Lite Water Resistant Breathable
Product safety information is available upon request. This information corresponds to our current knowledge on the subject. It is offered solely to provide possible suggestions for your own experi-mentations. It is not intended, however, to substitute for any testing youmay need to conduct to determine for yourself the suitability of ourproducts for your particular purposes. This information may be subject torevision as new knowledge and experience becomes available. Since wecannot anticipate all variations in actual end-use conditions, DuPontmakes no warranties and assumes no liability in connection with any useof this information. Nothing in this publication is to be considered as alicense to operate under or a recommendation to infringe any patent right.
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DuPont Personal Protection
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imprint 2011.indd 1 11-09-06 2:51 PM
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