November '14

For the Business of Apparel Decorating

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42 | Printwear N ov e m b e r 20 1 4 How do you define retail-branded apparel? "Any name-brand apparel that originally came to the marketplace through retail channels before entering wholesale channels. Most of the time, the brand logo and brand name are visible." — Lori HeLms, Carolina Made "It is co-branding apparel with a client's logo in conjunction with a well-known brand. This can add a perceived value with just the branding as- sociation. Having a logo on an unadorned polo shirt is one thing, but showcasing your logo on a Nike-branded polo or other well-known brand adds a level of appreciation that consumers understand. More retail brands are looking to the promotional products industry as they reach the ceiling in the consumer world in order to expand their ac- cess to new consumers." — sHeLLey renning, SanMar A Name You Know The Realm of Retail- Branded Apparel As opposed to years past, retail-branded apparel can be interpreted as retail-inspired or retail-ready styles. (Image courtesy TSC Apparel) R etail-branded apparel has long been a staple in corporate and workwear categories. However, with an ever-evolving wholesale atmosphere, that definition is broadening to include styles not previously associated with the market. Here, experts lend insight on the segment and its evolution.

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