5 Hot Apparel Markets: How to Sell Even More Decorated Apparel

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1 5 Hot Apparel Markets: How to Sell Even More Decorated Apparel A Stitches University Presentation Moderated by Nicole Rollender Stitches Editor Director of Education, ASI ASICENTRAL.COM/WEBINARS

2 Webcast Moderator Nicole Rollender Editor, Stitches magazine, and Embroidery Business Insights and Stitches Small Business newsletters Director of ASI Education follow her on Twitter at

3 Panelist PAT BALDES is the sole proprietor of Personalization Solutions Inc., a consulting firm based in Fair Haven, MI. With more than 20 years in the decorated apparel industry, Baldes has a wide knowledge base and a deep understanding of personalization options in most media applications. She's a consultant at industry trade shows and special events for a select group of key industry companies.

4 Panelist JENNIFER COX is the co-founder of Kent, OH-based National Network of Embroidery Professionals. She joined a sole proprietorship needle arts and embroidery business in 1991, which was then incorporated into Designs on You Inc. She handled all the outside sales, marketing and customer service for the family embroidery business.

Panelist JOYCE JAGGER is the founder and owner of The Embroidery Coach, a training and consulting business that helps new embroiderers get started and existing embroiderers increase their bottom line.

5 Panelist JOYCE JAGGER is the founder and owner of The Embroidery Coach, a training and consulting business that helps new embroiderers get started and existing embroiderers increase their bottom line. She's been in the embroidery industry for 30 years, and owned and operated a successful multi-head embroidery business for 22 years. In 2006 she started the membership site which features over 150 videos on topics ranging from machine basics to hooping to repairing embroidery mistakes.

6 AGENDA You ll leave knowing: The top five markets you should be targeting What types of organizations and buyers you ll find in each industry What types of apparel and embellishments you should offer for an apparel program How to find the decision-makers How to make your pitch and close the sale.

7 What are the 5 hottest apparel markets? Financial Institutions Government Agencies Health Care Education Service Industries

8 HOT MARKET: FINANCIAL INSTITUTIONS Who buys decorated apparel? Banks Credit unions Mortgage companies Brokerage firms (higher-end incentive gifts) Recognition programs in bank chains, for example

9 HOT MARKET: FINANCIAL INSTITUTIONS What s unique about selling to the financial market? Buyers want their decorated apparel to signal credibility to clients. What you offer buyers must have a classic style and color. Think retail, but at a less-expensive price point. Financial companies have more female wearers. Embellishments must be upscale-looking and tasteful.

10 HOT MARKET: FINANCIAL INSTITUTIONS How do I find the buyers? Banks and credit unions are everywhere. Ask for the manager of a given branch to find out who s responsible for their apparel program, but you can work your way up the food chain. For leads, join networking groups, check the Yellow Pages and ask for referrals.

11 HOT MARKET: FINANCIAL INSTITUTIONS What kind of apparel program should I present? Top-selling items: woven shirts, ¾-sleeve wovens for women, name-brand (adidas, Bill Blass, Nike) polos and knits Performance features: easy-care, wrinkle-free, stain-resistant Apparel available in a wide size range Men s and women s coordinates are essential What to avoid: T-shirts, sheer or form-fitting shirts and low-quality items

12 HOT MARKET: FINANCIAL INSTITUTIONS Let s talk about selling in the real world A sample perfect pitch Real-world success story Pitfalls to avoid on sales calls

13 HOT MARKET: GOVERNMENT AGENCIES Who buys decorated apparel? Local municipalities State and federal agencies Government agencies also work with subcontractors Check out police, fire and rescue personnel Construction, road crew and city workers

14 HOT MARKET: GOVERNMENT AGENCIES What s unique about selling to government agencies & subcontractors? Buyers want value price and quality are big selling points. Convenience is also a big selling point. What extra services, such as packaging or delivery options, can you offer? Excellent opportunity to sell private-label apparel Minority-, women- and veteran-owned businesses can sell to this market (see

15 HOT MARKET: GOVERNMENT AGENCIES How do I find the buyers? A distributor must create a Central Contractor Registration profile to put his business on the fed s radar ( Your CCR profile identifies your ownership of the business and the products and services you can provide the government. You can find federal business work through their subcontractors large private firms such as Lockheed Martin and Northrop Grumman which have to meet the same capabilities as the feds. Contact small-business specialists at large corporations, who can send you a list of the goods and services they re looking for. Check for info on large businesses that hold government contracts.

16 HOT MARKET: GOVERNMENT AGENCIES What kind of apparel program should I present? Value polos and T-shirts, hats, wind shirts, jackets, shoes and bags. Tip: Many polos and T-shirts sell for less than $7.50. Uniform programs are big. Safety and work gear are big sellers (reflective vests, Kevlar gloves for police, driving gloves, anti-vibration gloves).

17 HOT MARKET: GOVERNMENT AGENCIES What kind of embellishments should I recommend? Embroidered logos and name drops Industrial-strength embellishments, such as patches and emblems On flame-retardant clothing, screen printing and patches are a better choice than embroidery. Reflective tape and other visibility-oriented embellishments Clients want items branded with the name of their fire company, police station or rescue squad, plus name drops.

18 HOT MARKET: GOVERNMENT AGENCIES What about safety apparel? Workers on federal aid highways or roadways eligible for federal funds must wear high-visibility class II ANSI (American National Standards Institute) shirts, vests, pants and jackets. National Fire Protection Association now requires one safety vest for every seat on fire trucks and other safety vehicles; flame-resistant/-retardant apparel is also a requirement. Arc-resistant apparel protects workers from live energy that can arc from its original source and electrocute the worker. Additional groups to sell to: construction workers, adopt-ahighway workers, tow-truck drivers, electric company linemen, construction workers, utility workers, city workers, carpenters, tree-service workers, landscaping companies, HVAC companies, mechanical electrical workers, anyone who works within 10 feet of a gas line, people who install new kitchens, etc.

19 HOT MARKET: GOVERNMENT AGENCIES Let s talk about selling in the real world A sample perfect pitch Real-world success story Pitfalls to avoid on sales calls

20 HOT MARKET: HEALTH CARE Who buys decorated apparel? Medical office staff (receptionists, nurses, doctors), hospital staff (receptionists, office workers, medical staff, counselors, cafeteria workers, janitorial staff, etc.) Lab technicians Physical therapists Speech pathologists Home nursing/hospice care

21 HOT MARKET: HEALTH CARE What s unique about selling to the healthcare market? Buyers purchase logoed items for a variety of people: employees, trade shows and patients Men s and women s coordinates are essential. Apparel available in a wide size range Orders will be fairly consistent as staff need replacement garb; new employees in large facilities. Opportunities to sell a lot of apparel/related items into facilities; for example, maternity wards, NICU and parenting groups (logoed apparel/related items for mothers and infants)

22 HOT MARKET: HEALTH CARE How do I find the buyers? Referrals are often a good in to the healthcare market (and pharmaceutical market). Another good strategy is to visit medical offices with your card, catalog and decorated samples to offer to the receptionist Good news: Proving to be a recession-proof market; budgets for decorated apparel in health care are still intact.

23 HOT MARKET: HEALTH CARE What kind of apparel program should I present? Coordinated group of stand-alone items that are simple and clean; present groupings of outfits placed together so buyers can see how apparel will look on a group of employees. Example: Choose a simple color story such as purple and white; feature about six items in the program, including shirts with various sleeve lengths and cardigans. Include items such as scrubs, polos, wovens, cardigans and bags. Offer layering pieces that will keep wearers warm and also carry a logo. Performance features: easy-care, fade-resistant, wrinkle-free and stain-resistant Eco-friendly apparel

24 HOT MARKET: HEALTH CARE What kind of embellishments should I recommend? Avoid busy artwork. Health-care companies have long, complicated names; try not to be too wordy in the embroidery. A clear logo is better than too many words. Recommend more center-chest embroidery or embellishments as it s always visible. Recommend name drops. Embroidery and screen printing work best.

25 HOT MARKET: HEALTH CARE Let s talk about selling in the real world A sample perfect pitch Real-world success story Pitfalls to avoid on sales calls

26 HOT MARKET: EDUCATION Who buys decorated apparel? Schools (preschool up to the university level, from uniforms to sorority and fraternity wear) Any teams, cheer or dance squads, or other school-related clubs PTA groups and fundraisers Also look at local gyms, daycare centers and youth centers (also church youth groups), day/summer camps

27 HOT MARKET: EDUCATION What s unique about selling to the education market? How do I find the buyers? Proving to be a recession-proof market; budgets for decorated apparel are still intact. Referrals are often a good in to the education market (parents, teachers, administrators). The catch is that each school department usually has its own buyer or person in charge; try to connect with the principal (for example, give the school a percentage of the sale to help offset costs and programs). Another incentive: Offer to bag orders individually.

28 HOT MARKET: EDUCATION What kind of apparel program should I present? Offer a wide range of sizes from youth to adult 4XL. Examples: School uniforms: Work with a uniform supplier to put together a robust selection of apparel for summer and winter uniforms for male and female students, with add-ons such as coats, scarves, hats and bags. Cheer teams: Cheer uniforms, boxers, pajama pants, sweatshirts, bags and workout gear that matches the school s branding

29 HOT MARKET: EDUCATION What kind of embellishments should I recommend? Color matching to school colors is of number one importance. Embroidery, screen printing and digital printing are top choices. Appliqué and tackle twill are ideal for teamwear and sorority/fraternity garb.

30 HOT MARKET: SERVICE INDUSTRY Who buys decorated apparel? Food service: restaurants (stand-alone and chains) Hospitality: Hotels, motels, resorts and spas Retail: store (stand-alone and chains)

31 HOT MARKET: SERVICE INDUSTRY What s unique about selling to the service market? How do I find the buyers? Service buyers are looking for quality items at a value price. Buyers want coordinated programs for male/female employees; at a presentation, you need to show a complete program with logo options. Contact your local restaurant association, union office, municipality or construction association; ask for the person who handles their marketing or uniform sales.

32 HOT MARKET: SERVICE INDUSTRY What kind of apparel program should I present? Coordinated group of stand-alone items that are simple and clean; present groupings of outfits placed together so buyers can see how apparel will look on a group of employees. Performance features: easy-care, faderesistant, wrinkle-free and stain-resistant

33 HOT MARKET: SERVICE INDUSTRY What kind of embellishments should I recommend? Embroidery and screen printing are best for uniforms. Ensure that the decoration can withstand home and industrial washings. Recommend name drops. Recommend several decoration locations, such as chest, sleeve, yoke and hem.

34 HOT MARKET: SERVICE INDUSTRY Let s talk about selling in the real world A sample perfect pitch Real-world success story Pitfalls to avoid on sales calls

35 Audience: Q & A Contact Information Nicole Rollender: nrollender@asicentral.com Pat Baldes: pcbaldes@comcast.net Jennifer Cox: hooper@nnep.net Joyce Jagger: jjagger1@earthlink.net ASICentral.com/Webinars

MEMORANDUM D In Brief. Ottawa, February 6, 2007

MEMORANDUM D In Brief. Ottawa, February 6, 2007 Ottawa, February 6, 2007 MEMORANDUM D10-15-25 In Brief INTERPRETATION OF THE WORD UNIFORMS FOR THE PURPOSE OF TARIFF ITEMS 5112.19.93 AND 5515.13.91 This memorandum explains the policy of the Canada Border