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The Golf Imprintables Issue
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A Tristan Communications Ltd. Publication Volume 20, Issue 2
Get caught up on the latest industry news 4
Mark Venit examines the use of descriptors and tag lines to
better help position your company in the minds of current
and potential customers 10
Imprint Canada's showcases the newest wearable fashions,
advertising specialty items, supplies and equipment 16
Imprint Canada examines the value of the Canadian Dollar vs.
its American counterpart 38
WHAT'S INSIDE
Canadian behavioural study reveals golfer participation and engagement are down
Continuing throughout 2013, Imprint Canada will be running a six-part ser-
ies which examines the pros and cons of sourcing custom promotional programs
directly from overseas manufacturers versus domestic suppliers.
Last issue, we looked the topic of sourcing custom programs direct from overseas
manufacturers and we addressed the inherent perils and pitfalls associated with this
course of action.
To recap briefl y, some of the key obstacles for buyers who attempt to utilize the
direct sourcing model include: diffi culties in fi nding and securing the right manufac-
turer to partner with; sourcing the materials needed in the program; managing program
execution details from afar; establishing and maintaining clear communication between
local design team and overseas factory fl oor; ensuring quality control; managing costly
shipping & inventory logistics.In part 2 of this series, we look at four reasons why you should consider sourcing
from suppliers and manufacturers who produce in Canada and / or have a domestic
base of operations for your custom promotional programs.
Four Reasons Why You Should Source from Domestic Suppliers Part two in a six-part seriesBy Adriano Aldini, Imprint Canada
Source: Canadian Golf Consumer Behaviour Study,
conducted by NAVICOM on behalf of
the National Allied Golf Associations (NAGA)
In September 2012, the National Allied Golf Associations (NAGA) published its Canadian Golf Consumer Behaviour Study.
Th e study revealed a growing lack of engagement in the sport among non-avid players, which are defi ned by those that play less than 26 rounds per year.
Among the core fi ndings, the study notes that there is lim-ited interest in the sport outside those that currently partici-pate in the game, with only 26 per cent of the eff ective popu-lation actually participating in the sport.
Th e study, conducted by NAVICOM on behalf of NAGA in order to help better understand the current state of golf in Canada, was the second Canadian golf industry study. Th e original study conducted by NAGA was the Canadian Golf Economic Impact Study which was published in August of 2009.
Th e ultimate goal of the Canadian Golf Consumer Behaviour Study was to provide statistical and predictive insight that can serve as a learning resource for NAGA and its respect-ive stakeholders within the Canadian golf industry, as well as the factors that infl uence the behaviour of consumers as they relate to golf.
Th e study's fi ndings are summarized, starting on page 12.FW • FWGOLF
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The Sixth SenseOn a recent shopping excursion with my better half,
I visited a hip fashion store geared to teens. Th e visit
allowed me to work all of my senses.
Visually, the store was so dark that I had to strain
at fi nding my way around. Th e music was so loud I
couldn't even hear myself think. Th e sales staff was
walking around in fl ip fl ops so I knew that the heat stroke I was about to suff er from was unlikely caused
from the snowstorm I drove through to get to the
mall. Th e only positive impression made upon me
was by the scent that the employees have perfumed
the store with.
I asked for a bottle of the scent and then proceeded
to the long lineup to pay. It was while I waited that I
noticed the price on the packaging: $50 USA; $70 CDN.
When it came to my turn to step up to the cashier, I
asked why the big diff erence in pricing. Neither the
employee or manager could give account for the 40
per cent diff erence in price in light of the fact that the
currencies are almost at par with each other. I asked if
I could pay in American currency but was informed
that they were not set up to process that. Needless to
say, I walked out with no products, only a very bad
taste of frustration in my mouth. All senses fulfi lled.
As a result of a recent report titled Th e CANADA-USA Price Gap by the Standing Senate Committee
on National Finance, the fi ndings recommended "the
Government of Canada should conduct a compre-
hensive review of Canadian tariff s, with the aim of
reducing price discrepancies for certain products
between Canada and the United States."
Th e committee looked at the contribution of coun-
try pricing and market segmentation, custom tariff s,
exchange rates, fuel prices, postage threshold pricing,
and competition levels.
Diane J. Brisebois, President and CEO, Retail Council
of Canada has been quoted as saying that, "Minister
Flaherty mandated the Senate Committee to explore
the root causes behind diff erences in price between
Canada and U.S. Th e Committee's fi ndings illustrate
that without change, Canadian retailers will continue
to operate at a cost disadvantage."
Brisebois has also been quoted as saying in a recent
CBC News Canada story, "A May 2012 report from
Bank of Montreal estimated that cross-border shop-
ping is costing the
Canadian economy
approximately $20
billion per year, and
says the government is
losing another $8 bil-
lion to $10 billion in
tax revenue. We have
Canadian manufactur-
ers who are selling to
Canadian retailers at a
higher price than they
are to U.S. retailers,"
she explained. "And
the product is made
here. It doesn't make
sense."
Th e Canada - USA Price Gap report con-
cluded that Canadian
government legislation
should be investigated
in order to achieve a
level playing fi eld for
Canadian retailers.
Until that happens,
Canadian consum-
ers will not be able to
fully benefi t from the
stronger Canadian dol-
lar. As consumers are
only tool in this fi ght is
to use our sixth sense -
common sense.
MARCH/APRIL 2013Follow us: twitter.com/imprint_canada
TM
1 FOUR REASONS WHY YOU SHOULD SOURCE FROM DOMESTIC SUPPLIERS CONTINUED ON PAGE 6
4 INDUSTRY NEWS
8 TORONTO IMPRINT CANADA SHOW COLLAGE
10 WHAT'S IN A NAME? (PART 4)12 CANADIAN GOLF BEHAVIOURAL STUDY
38 BY THE NUMBERS
16 WEARABLES SHOWCASE
32 AD SPECIALTY SHOWCASE
36 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.
TRISTAN COMMUNICATIONS LTD.Publications mail agreement no. 40025740Return undeliverable mail to:
190 Marycroft Avenue, Unit 16,
Woodbridge, Ontario, L4L 5Y2
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
March/April 2013 - Volume 20, Number 2
IMPRINT CANADA
| March/April 20134 IMPRINT CANADA
Industry News
Ash City launches new CORE365™ LineAnnounces New Dedicated Sales Representative Position
Ash City launched their exciting new CORE365™ line as part of their dynamic Spring 2013 Collection which is made up of 39 new styles. � e new CORE365™ line places a strategic focus on functional styling and performance, which makes it well suited for uniforms, team wear, the hospitality industry, golf and fundraising activities.
“� is product line has all the quality you expect from Ash City, and is extremely a� ordable” said Mabel Kwok, Director Design and Merchandising. “CORE365™ has great appeal from its amazing range of matchable color-ways, to the uncompromising functions and style details”.
� e CORE365™ line is comprised of � ve innovative styles: a performance pique polo (ORIGIN); a perform-ance crew neck (PACE); an unlined lightweight jacket (MOTIVATE); a 2-layer � eece bonded so� shell jacket (CRUISE); a seam-sealed lightweight variegated ripstop jacket (CLIMATE).
New Dedicated Sales RepresentativeAsh City is also very pleased to announce that Spencer
Linwood (pictured, above right) has taken on the newly created position of Dedicated Sales Representative for the
Golden Horseshoe and South Central Ontario territory.
A� er two e� ective years leading our Canadian sales force as National Sales Manager, Spencer has chosen to embrace his passion for selling and “get back on the road” full-time. He looks forward to providing a focused service approach to the valued customers in his home territory of South Western Ontario – essentially, making a return to his roots.
With 20 plus years of experience, working as a men-tor and “Coach” to both his co-workers and customers, Spencer is the ideal candidate to spearhead this new Dedicated Sales Representative position for Ash City.
� e combination of Spencer and Mike Bernard com-pletes the dedicated sales approach for the company in South Western Ontario. Together, they will work to ensure that a new standard for sales and customer ser-vice will be achieved for Ash City’s customers within their respective territories.
King Athletics announces new Director of Business Development
King Athletics is pleased to announce that Dennis Brockman (pictured, top right) has joined the King Athletics Team as the new Director of Business Development.
Dennis brings over 35 years of experience in the corporate and private label sportswear industry to King Athletics. He brings his long lasting and loyal relationships with his many customers and previous organizations which he was a¦ liated.
Dennis will be responsible for Ontario, while John Coupar (pictured right) continues to oversee British Columbia.
"I look forward to this new challenge and working with the King Athletics Team to grow our brand. I will also introduce the KA brand into the United States through our newly opened o¦ ce in Niagara Falls, N.Y.," said Dennis.
Dennis can be reached at [email protected]; John Coupar can be reached at [email protected].
Delta Apparel is proud to announce its � rst global apparel expansion outside of the U.S. with the opening of its new Canadian distribution centre.
"We are very excited about being in Canada," said Todd Scarborough, President of Sales, Marketing, Merchandising for Delta Apparel.
Delta Apparel is a well-established apparel manufactur-ing and distribution company that has been in business since 1903. � e company produces and distributes all of its own product, which includes of wide array of T-shirts in a variety of styles and fabric compositions.
"We've been working over the past 12 months to get our distribution centre ready and our inventory positions aligned, and we are very excited to have Terry Nojd - who is a long time veteran of the Canadian industry - head up national sales in Canada," said Scarborough.
� e new distribution centre is located in Etobicoke, Ontario at 105 Iron Street, M9W 5L9. All customer service operations will be hosted in Delta Apparel's main service centre in Atlanta, Georgia.
"When Canadian customers need assistance, they can call our toll-free number and speak with our experienced customer service agents who are expertly trained on our entire product o� ering," added Scarborough.
For more information, customers can contact Delta Apparel Toll-Free at 1(800)285-4456 or email: [email protected].
Delta Apparel launches Canadian Distribution Centre
Westhall Apparel announces new Quebec sales representation
Westhall Apparel is proud to announce that it has expanded its sales representation to Quebec.
Agence Nordiq will be joining Westhall Apparel’s new sales team and will be responsible for the Quebec region. Agence Nordiq joins Westhall’s strategic team of sales representation based throughout the country.
"We are very excited with our new team additions and are looking forward to continuing to make 2013 a great year," says Gabe Palumbo, president and CEO or Westhall Apparel.
Agence Nordiq can be reached at: 2885 le Corbusier, Suit A, Laval, QC, Tel: 450-681 6673
For retail sales and collegiate sales book store, contact Catherin Palumbo, Tel: 416-791-0845; email: [email protected]
Joto has announced it has launched its new, complete-ly redesigned website which features a fully integrated e-commerce solution that enables customers to place their orders, and receive a shipping quote based on the warehouse closest to their location.
� e new website also features easier user navigation, expanded product support, technical how-to videos, and product features and bene� ts.
"Our customers and visitors will now experience a more vibrant and seamless view of the digital imaging
products, systems and online resources we have to o� er," says Mark Collister, President of Joto. "� e redesign of the Joto Web site creates a new home for our customers to access the information required on products they may already be purchasing and provide the necessary details on new technologies they may be considering to add to their business,” he added.
To service both the US and Canadian markets Joto has launched jotopaper.ca for Canadian customers and jotopaper.com for U.S. customers.
Commonsku has launched a free version of its social collaboration tool for the promotional products industry.
Suppliers, distributors, and industry associations can cre-ate their industry pro� le and company network by entering their work email address at www.commonsku.com.
� e platform allows users to connect with other pro-fessionals and share information within a promotional
industry speci� c social network where users can ask ques-tions, collaborate on projects, and share information.
"Our goal with commonsku was to create an open and more transparent supply chain," said CEO, Mark Graham. "� e platform applies the principles of social media to the enterprise so people can interact in real time within their companies and across the supply chain."
Joto launches new integrated online e-commerce solution
Commonsku launches free social network
Industry News, continued on page 8
IMPRINT CANADA
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1. More ControlIt's human nature to want to have control, especially
when it comes to your business.
When you're sourcing directly from a company based
in Canada (as opposed to somewhere overseas), it's far
easier to establish and maintain a level of control that
typically isn't otherwise possible.
Th ere are several factors that contribute to this added
control, with one of the primary being improved com-
munication.
It's far easier to control the many variables that go into
producing custom programs - i.e. sourcing materials,
approving patterns, program execution and workfl ow,
et cetera - when you deal with a supply partner that is
based in the same country.
While proximity doesn't always equate to better com-
munication, sharing the same language, business norms,
and cultural understandings surely helps to foster com-
munication more than it does to impede it.
Th is streamlined communication leads to more con-
trol, as any issues that arise can be addressed in a more
timely, practical matter.
Depending on your location in relation to your supplier,
you'll have the ability to drop in and visit their facility, meet
with your partners in person, and secure invaluable face time
with your supplier to discuss the intricacies of your program
during the critical development stages.
If your supplier happens to be out of province, you can
always hop on a quick fl ight (which tend to be much shorter
and less costly than trans-Pacifi c ones) or you can pick up
the phone at anytime during the work week and speak
with your supplier regarding your order - in English and/
or French, no less.
Another factor which gives you more control when
sourcing from a local supplier is competition; our industry
is fi lled with many reputable domestic suppliers all striving
to ensure they get your valuable custom order business.
Depending on your program size and negotiating savvy,
you may be able to leverage this reality to help you.
2. Less RiskWhile sourcing locally does improve the control you will
have over your buying decisions, at the same time it also
minimizes your risk (talk about a win/win).
Should any signifi cant issues arise with your program - be
it in regards to quality control, fulfi lment or otherwise - you
will more than likely have legitimate recourse with your
domestic supplier, and have the issue sorted out.
More than likely, you won't be stuck out of pocket if a
major issue arrises; the same, unfortunately, cannot be said
when sourcing direct from overseas.
While many domestic suppliers may physically produce
their products overseas, all of their sales, marketing and
customer service departments are based locally, which gives
you the support and infrastructure you will need in a parter.
Sourcing your custom programs via established domes-
tic supply channel also tends to minimize your risk as it
relates to overall logistics. Complex and time-consuming
factors such as freight, customs, exchange rates, duties, et
cetera are already being handled by your supplier so you
won't have to.
Another risk reduction comes in the form of lower inven-
tory costs; oft en custom orders placed with domestic sup-
pliers are much smaller than they would need to be if you
went direct to an overseas manufacturer. What this means
is that you can buy less more oft en, thereby helping you
remain fl exible with your seasonal planning while preventing
your valuable cash fl ow from being tied up in inventory.
3. Faster Turnaround In the fi rst article of this series, we touched upon fi ve
pitfalls to look out for when sourcing direct from an over-
seas manufacturer.
Each of those factors - from fi nding the right manufacturer,
sourcing the right material, getting your design team on the
same page as factory staff overseas, quality control, supply
chain management, shipping and logistic - in the end, takes
up a lot of time and oft en pushes completion dates back
(sometimes to the point where delivery is too late). What
good is your clients' spring program when it fi nally lands
in May instead of March?
A simple and easy way to circumvent many of these delays
is to source your custom programs through reputable domes-
tic suppliers. In doing so, not only will you gain control and
minimize risk, as outlined in the two points noted above,
but you'll also speed up your turnaround time.
Th is is not to say that delays don't or won't happen if / when
you source domestically, or that you wouldn't conceivably be
able to produce a program faster in certain cases by sourcing
direct; this is part and parcel of the realities of business.
Th at said however, many of the lengthy delays that can
arise from developing custom promotional programs will
be diminished via the domestic model since the supply
chain infrastructure is already in place and established.
When you couple this with the improved communica-
tion you will likely have with domestic suppliers, any delays
or miscues will more than likely be caught sooner and
addressed in a more timely manner, thereby facilitating
faster program turnaround.
4. Support Domestic Economy Th e global economic recession is anything but over. Pick
up the business section of any newspaper and you'll see
that fear and uncertainty is ever-present in all the major
economies around the world.
Canadians, by nature, are a giving and forgiving bunch;
that doesn't mean we shouldn't do everything we can to
protect and nurture our economy. While Canada remains
in good economic shape relative to other G7 economies,
that is not to say that conditions couldn't be better.
Supporting domestic businesses - especially those that
still manufacture their products in Canada - is vital to the
sustainable growth of the Canadian economy.
While many suppliers in our industry have production
facilities overseas, almost all of them operate with their
head offi ces or key divisions in here Canada. Th is brings
with it vital employment opportunities, tax revenue and
productivity which helps drive our local economies.
In the next issue of Imprint Canada, this article series
will highlight the rising costs of energy and how it this will
impact your sourcing decisions.
GREATER CONTROL
LESS RISK
FASTERTURNAROUND
SUPPORT
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Industry News continued from page 4
American Apparel Inc. announces fourth quarter and year end results
American Apparel Inc. announced increases in net sales of 13 per cent and 10 per cent for the year end and fourth quarter, respectively, while gross pro� t was up 11 per cent in 2012 to $327.4 million (all � gures USD). Gross pro� t in the fourth quarter also jumped 11 per cent from the same period last year to $93.1 million.
"We are pleased with our fourth quarter results that again show solid growth and continuing momentum in all business segments and almost all major geographies," said Dov Charney, chairman and CEO.
"Although we are pleased with this growth, we are focused on continuing to improve our � nancial performance. During this past year, we have carefully invested in systems and infrastructure to facilitate future growth," he added.Other key nancial numbers released were as follows:
• Comparable retail store sales: Up 13% for 2012 and up 7% for the fourth quarter.• Online sales: Up 30% for 2012 and up 42 % for the fourth quarter. • Wholesale sales: Up 12% for 2012 and 19% for the fourth quarter. • Earnings (Loss) per Share, Diluted: Up $0.07 per share to a loss of $0.35 in 2012 (from a loss of $0.42 in 2011). Up $0.15 per share to $0.04 in the fourth quar-ter of 2012 (from a loss of $0.11 in Q4 2011).
The 2013 Toronto Imprint Canada Show buzzed with a positive energy from nearly 3,000 buyers who got a jump on the newest o� erings from the industry's leading suppliers. Congratulations to Je� King of Fruit of the Loom Canada, who was presented with the Robert L. Scott Memorial Award - an honour presented to the individual who best displays unparalleled commitment, integrity and enthusiasm for the Canadian Imprintable Products Industry.
Je� King (picture #1, left) accepts his award from last year's recipient Rubenstein Bros.' Kevin Price (right). Congratulations also to SanMar Canada (picture #2) and to Gildan Activewear (picture #3)for winning the Best Sales Environment Award, and Booth Design Award, respectively, as voted by attendees.The Imprint Canada Show returns to Toronto January 10 & 11, 2014, but � rst stops in Calgary on October 18 & 19, 2013.
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IMPRINT CANADA
News
In the previous three parts of this article series, the dis-
cussion regarding business names covered considerations
in naming or re-naming your company and using tag lines
to better position and defi ne your enterprise in the minds
of your customers and prospects.
Now, we’ll turn our attention to putting a tag line to work
for you to help make your case in the minds of prospects
and customers.
A classic tag line developed by industry pioneer Dan Gray
– who is better known as “Daff y Dan” in the 1970s - focused
on the famous Cleveland, Ohio, entrepreneur’s innovative
concept of imprinting his interlocking “DD” icon on sleeves
of the shirts his company decorated. Say Daff y Dan’s to
someone from Cleveland and they’re likely to smile and say
out loud in response: “If your T-shirt doesn’t have a DD on the sleeve, it’s just underwear!”
Daff y Dan is still a well-recognized celebrity in Cleveland,
known for his signature handle-bar mustache. But even more
so for his company’s catchy, memorable, and powerful tag
line that has been hard at work helping position the fi rm ever
since its debut four decades ago. And despite the age of the
phrase, it’s still proudly proclaimed in all of the fi rm’s adver-
tising and marketing materials. And the company’s shirts
still get the double-D icon treatment. [www.daff ydan.com]
In a campaign I worked on several years back for a
Midwestern US client, I developed the tag line “Instant Answers, Fast Quotes, and Guaranteed 3-Day Delivery.”
Radio was the primary medium used to get the word out;
the airtime budget was $16,000, run over eight weeks on
three stations -- soft rock, country, and a time-slot leading
show (Rush Limbaugh) on a news-talk station.
Th e tag line, which admittedly is a bit longer than I usu-
ally like, clearly addressed the frustration that prospects
had with the competition, which consistently proved slow
on response and evasive or impossible on giving quotes to
callers seeking information and pricing.
True or not about the competitors, these characteristics
were the measured perceptions about the other guys. Typical
competitors’ phone responses included “We don’t quote over
the phone”; “We have to see your art before we give a price”;
“You have to speak with the owner and he’s out until about
four”; and “We’ll beat any price.”
Th e campaign struck a nerve and scored more than 40 new
accounts, whose purchasing volume over 12 months (meas-
ured from the onset of the radio spots) totaled $141,000. And
that was in addition to the additional business stimulated
from former customers and existing accounts.
Given that some 80 per cent of these accounts will con-
tinue to buy from the company for many years (data source:
Apparel Graphics Institute, 2009 survey), the value of this
campaign could easily chalk up a half-million dollars in fi ve
years as well as generating more volume through referrals.
Here are some tag lines I’ve used successfully for decades.
Th ey’re still popular with my clients.
Borrow what you’d like, a small gift from me to you as an
Imprint Canada reader:
• Targeting business customers? "We make good companies look great!"
• Targeting teams and leagues? “Where [insert your area]’s best dressed teams buy
winning uniforms!”
• Positioning against slower competitors? "Guaranteed 3-Day Turnaround"
• Positioning against low-balling competitors? "Get the good stuff ”
THE all-time most popular tag line among my clients for
the past 30 years? "We sell attention!” Sometimes, this tag
line takes the form of "We sell attention! You get results!"…
(Please note "We sell attention!” is protected via copyright
and its use is restricted only to companies who’ve secured
legal authorization. For details on obtaining a license, please
contact the author.)
Diff erentiating Your Company from the Pack Each of the tag lines above and, of course, those you’ll
develop on your own, will help diff erentiate your company.
But why is this eff ort necessary?
Let look at that tag line “We sell attention!” for its goal or
goals. Th e off er, claim, and positioning strategy addresses
specifi c aspects of prospects’ perceptions about what they’re
buying; or, rather, what they think they’re buying.
“We sell attention!” is designed to jog would-be buyers
minds’ to expand their thinking beyond the notion that all
sellers and producers of decorated apparel all do the same
thing, on the same products, with the same results.
Th e typical uneducated buyer believes all he or she needs
to know to diff erentiate one vendor from another is the prices
they’re charging. He or she believes that what you sell, and
what you do are commodities. Th e thinking here goes that
if he or she is buying fl our, sugar, eggs, milk, gasoline, salt,
tissue paper, or toilet bowl cleaner, it’s all pretty much the
same stuff and why pay more for any of these commodities?
Th at’s essentially the same thinking they have about apparel
decorators and apparel decorating – we are - in their minds
- simply a commodity.
When pressed to think that there could be diff erences
among any of the commodities suggested above, folks might
adjust their thinking, though not by much. Th at’s the type
of thinking you need to combat our industry’s commodit-
ization factor to successfully diff erentiate your company
from the others.
Your failure to change this perception leaves prospects
committed to one main standard of diff erentiating you from
the next guy: price.
Diff erentiation is a critical function of positioning; think
of it simply as explaining why you’re diff erent, or better,
or friendlier, or easier to do business with, or smarter, or
whatever else sets you apart from the pack.
You need to say it, you need to show it, and you need to
prove it, if you are to make your case successfully.
Descriptors A descriptor is a signifi cant word, phrase, or specifi c ter-
minology used to help your customers and prospects get a
quick handle on just what it is that you do, or sell, or off er in
the way of other benefi ts and services. It’s easiest to explain
it by presenting it in conjunction with a company name.
True North Custom Apparel and Promotions sells and
does lots of diff erent things. To get people who see their
ads, websites, signage or other materials zoned in quickly,
True North has added a few words that get right to the point.
Kinda says it all, doesn’t it?
Hopefully by reading Parts I through IV on company
names, tag lines, and descriptors, you’re now on fi rm ground
to eff ect a better position for your company.
I trust you’ve gotten plenty of food for thought about
contemplating a name change for your company (or choos-
ing a second name) and presenting it to your markets with
greater precision and greater understanding about what it
is that you actually do and sell!
Now…it’s your move.
“What’s In a Name? - Part IV: Cool Tag Lines and Intelligent Descriptors” Mark L. Venit, MBA
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.
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.
YOU NEVER HAVE TO RUN ALONE
Source: Canadian Golf Consumer Behaviour Study, conducted by NAVICOM on behalf of the National Allied Golf Associations. Findings Report, published September 2012
There is limited interest in the sport outside those that currently participate in the game.
The effective population of potential golfers in Canada is 21.2 million. Only 26% (approximately 5.7 million) of the effective population engage in the sport.
21.2 million
5.7 million
The number of golfers playing fewer rounds (38%) is more than double the number of golfers playing more rounds (14%).
Overall, there is no growth in the number of people playing golf in Canada. Among the population of approximately 5.7 million golfers, the number of people entering the game (1.026 million - or - 18 %) is equal to the number of people leaving the game.
Lapsed GolferNo Longer Plays
New Golfer
IMPRINT CANADA
CORE
FINDINGS
Made in USA Polos
Cotton Pique S/S Tennis Shirt Tri-Blend S/S Leisure Shirt
Fine Jersey S/S Leisure Shirt – 2412 / Unisex– 100% Ring-Spun Combed Cotton– 4.3 oz/yd² = 146 g/m²– 9 Colors Available– Cranberry / 7426 U
– PQ412 / Unisex– 100% Ring-Spun Combed Cotton – 4.5 oz/yd² = 153 g/m²– 17 Colors Available
– RSATR412 / Unisex– 50% Polyester 25% Ring-Spun Combed Cotton 25% Rayon – 3.7 oz/yd² = 125 g/m² – 4 Colors Available
You CanOrder MillDirect!
American Apparel—Canada1550 Metcalfe Room 704Montreal, QC H3A 1X6Tel: +1 (514) 940–1301Fax: +1 (514) 939–[email protected]
American Apparel—Factory HQ USA747 Warehouse St.Los Angeles, CA 90021
Wholesale Imprintable Divisionamericanapparel.net/wholesale
– Mossy Green / 8321 U– Summer Peach / 196 U
– Athletic Grey / 424 U – Athletic Blue / 542 U
That’s American. That’s
American Apparel is Jobs. At American Apparel we leverage art, design, innovation, and technology to advance our business. Our workers earn fair wages, pay millions of dollars in taxes, and have access to comprehensive medical programs.
Founded inMontreal
Made in USASweatshop Free
Source: Canadian Golf Consumer Behaviour Study, conducted by NAVICOM on behalf of the National Allied Golf Associations. Findings Report, published September 2012
Area of Spend% Spend
Increased
% Stayed
the Same
% Spend
Decreased% Change
The majority of rounds of golf are being played by less than 26% of golfers. Of the remaining 74% who are considered “fringe” players, occasional golfers are down 17% and infrequent golfers are down 49%
Infrequent
38%
Frequent
14%Avid
12%
Occasional
36%
1-3 rounds per year2,166,000 golfers
9-25 rounds per year798,000 golfers
4-8 rounds per year2,052,000 golfers
26+ rounds per year684,000 golfers
IMPRINT CANADA
CORE
FINDINGS
969,000 of today’s golfers played golf as a child (6 - 11 years)
399,000 of today’s golfers have a child (6 - 11 years) that
plays golf
1.31 million of today’s golfers took up golf as a junior (12 - 17 years)
513,000 of today’s golfers have a junior
(12 - 17 years) plays golf
NEW Spring Polos
StylishShima - 16506/96506
ModernAlbula - 16207/96207
ClassicWestlake - 16606/96606
Customize with Innovative Decoration Techniques. Visit www.trimarksportswear.com/decoration to be inspired.
10 Modern, Stylish & Classic styles in an array of fabulous colours.
Contrast dye detail
Snag resistant
14 Colours
THE SURF TEEOffering a slimmer drape, the Surf Tee is a
great lightweight option for summer. Style 1701
is constructed of 9.1 oz soft-spun 100% cotton
tubular jersey, now available in 27 color options
and sizes XS-3XL. 866.275.7860 | Canada Corporate | Toronto800.353.3470 | A.N. Distributors | Edmonton800.663.1807 | Budget T-Shirt | Vancouver
www.alstyle.com
1701shown in kelly green
IMPRINT CANADA
IMPRINT CANADA
StahlsCanada.ca P: 800.521.5255
WINNING STRATEGY—Stahls’ Canada introduces
Custom Embroidered PatchesPERMANENT APPLICATION—NO SEWING REQUIRED!
Offer your customers textured, embroidered crests and patches that permanently apply with only a heat press. No sewing required. Our Custom Embroidered Patches are perfect for hats, jerseys, sweatshirts and more.
ECONOMICALPricing as low as $.08/square inch*, even detailed, high stitch crests are affordable.
QUICK & EASYCombine twill and embroidery in a fully finished crest for application in as little as 20 seconds. Compatible with cotton and polyester fabrics.
CALL US TODAY FOR MORE DETAILS. 800.521.5255
*Custom Embroidered Patches can also be ordered with a non-permanent adhesive for as low as $.07/square inch. Sew disk not included.
BE DIFFERENT WITH THE FLOWY COLLECTION.BELLA + CANVAS DISTRIBUTED BY:
MODES GÉANTES/GIANT FASHIONS Montreal, QC (800) 361-0777, SANMAR CANADA Calgary, AB (403) 735-9540, Mississauga, ON (800) 668-0899,
Richmond, BC (800) 663-7965, TECHNOSPORT Anjou/Montreal (800) 711-1600, Calgary, AB (888) 442-8587, Burnaby, BC (855) 549-4797, Woodbridge, ON
(800) 569-6980, Moncton, NB (888) 523-8181, TOBA SPORTSWEAR Winnipeg, MB (888) 632-8622, WESTMOUNT DISTRIBUTORS London, ON (800) 461-4906
8800
8800
VIEW THE ENTIRE COLLECTION AT BELLA.COM
8850
IMPRINT CANADA
IMPRINT CANADA
1-800-663-6359www.gunold.ca
AD SPECIALTYSPOTLIGHTS
AD SPECIALTYSPOTLIGHTS
START ON PAGE 32
Call or visit us at Westhallapparel.ca for your one source one price. We truly have made it easy.
T 905 501 1033 • F 905 501 0398 • westhallapparel.ca
W1740 Cali Beach Heathered Hood Royal Heather W1815 Ladies Harvard Hood Bonzai
One Source. One Price.
Over the years we have listened to you the client and have arrived at the most
convenient and reliable system. The one source, one price method! It’s simple
we take care of everything from garment to design ideas, decorating methods,
and you pay just one single price. Making your life easy.
CH801 Campus Classic Contrast Hood Red
IMPRINT CANADA
IMPRINT CANADA
IMPRINT CANADA
[email protected] 1.416.289.2899
High quality league kits
Kit ARES100% polyesteravailable in sizes 2XS to 2XLalso available in long-sleeve
4 weeks delivery on large quantities
Kit CAPO100% polyesteravailable in sizes 2XS to XLalso available in long-sleeve
High qualitymatching socks
More than
25,000 players
will wear
GIVOVA
in 2013
contact us to be a distributor in your community
IMPRINT CANADA
February 2003 - February 2013
February 2008 - February 2013
Average low
$0.7915 USDMarch 2009
Average high
$1.0463 USDJuly 2011
10 Year Monthly Average - $0.8854 USD
5 Year Monthly Average - $0.9573 USD
Average low
$0.6614 USDFebruary 2003
Average high
$1.0463 USDJuly 2011
10-YEAR MONTHLY AVERAGE EXCHANGE RATEFebruary 2003 - February 2013
Sources: Bank of Canada; The Canada - USA Price Gap - Report of the Standing Committee on National Finance, Statistics Canada
Sources: The Canada - USA Price Gap - Report of the Standing Committee on National Finance, Statistics Canada
2.4 millionAverage number of Canadians each month in 2011 who made a same day trip across the border by car
32.8%increase from January 2002 in monthly Canadian travellers
returning from U.S. by car when the Loonie reached parity in Jan’ 11
11% - 114% Price range that Canadian retailers pay
more for on a random basket of identical goods compared to U.S. retailers
90% Percentage of goods imported into Canada
entered duty-free.Of the 10% of goods subject to tariff s,
70% had a tariff rate of 0%.
January 2000 - February 2012
CAD-USD EXCHANGE RATE JANUARY 2000 - MARCH 2012
Take a closer look at our densest fabric yet, and you’ll see more detail in decorations than you
ever thought possible. The fine gauge yarns of our HD fabric are knit tighter than ever for
an incredibly smooth, consistent surface. The result is maximum ink coverage and incredible
sharpness. Now available in two collections: the 8.3 ounce, Heavy Cotton HD™ and 10.0 ounce,
Lofteez HD™. You’ll also find more colors, more styles and more choices across the board. All
this and no price increase. With Fruit of the Loom HD™ fabric, there’s just more to love.
MORE CONSISTENCY • MORE SHARPNESS • MORE VALUE
Our revolutionary high-density fabric offers
more than meets the eye.
Scan to learn the Fruit HD difference.
905.607.5500 • FruitActivewear.com/FruitHD
©20
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orange withnavy and white tipping
www.canadasportswear.com
exclusive distributor of
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