Hot Decorated Apparel Markets

5 Hot Apparel Markets: How to Sell Even More

Decorated ApparelA Stitches University Presentation

Moderated by Nicole Rollender Stitches Editor

Director of Education, ASI

ASICENTRAL.COM/WEBINARS

Webcast Moderator

Nicole Rollender• Editor, Stitches magazine, and Embroidery Business Insights and Stitches Small Business newsletters

• Director of ASI Education

• E-mail: [email protected]; follow her on Twitter at www.twitter.com/ASI_Stitches

mailto:[email protected]

http://www.twitter.com/ASI_Stitches

PanelistPAT 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.

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. 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 www.embroiderytipsandmore.com, which features over 150 videos on topics ranging from machine basics to hooping to repairing embroidery mistakes.

http://www.embroiderytipsandmore.com/

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.

What are the 5 hottest apparel markets?

• Financial Institutions• Government Agencies • Health Care • Education • Service Industries

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


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.


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.


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


Let’s talk about selling in the real world…

• A sample “perfect pitch”• Real-world success story • Pitfalls to avoid on sales calls

HOT MARKET: GOVERNMENT AGENCIES


• 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


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 www.giveme5.com).

http://www.giveme5.com/



• A distributor must create a Central Contractor Registration profile to put his business on the fed’s radar (www.ccr.gov). 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 www.gsaadvtange.com for info on large businesses that hold government contracts.

http://www.ccr.gov/

http://www.gsaadvtange.com/



• 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).


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.


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-a- highway 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.

HOT MARKET: HEALTH CARE


• 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


What’s unique about selling to the health- care 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)



• Referrals are often a good “in” to the health- care 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.



• 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



• 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.

HOT MARKET: EDUCATION


• 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


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.



• 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



• 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.

HOT MARKET: SERVICE INDUSTRY


• Food service: restaurants (stand-alone and chains)

• Hospitality: Hotels, motels, resorts and spas• Retail: store (stand-alone and chains)


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.



• 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, fade- resistant, wrinkle-free and stain-resistant



• 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.

Audience: Q & A

Contact Information

Nicole Rollender: [email protected]

Pat Baldes: [email protected] Jennifer Cox: [email protected]

Joyce Jagger: [email protected]

ASICentral.com/Webinars





Hot Decorated Apparel Markets

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Transcript of Hot Decorated Apparel Markets