November '14

For the Business of Apparel Decorating

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Page 49 of 120

"Brands that are sold through retail consumer channels, either their own and/or other retailers. Retail-branded apparel is recognizable, and customers can identify with them, for example, brands like Columbia, Lacoste, or Brooks Brothers." — Bret Slane, RiveR's end TRading Co. "Products that can be decorated and then sold into retail outlets." — Marcia cuMBerledge, TsC appaRel "There are, in reality, two popular definitions for retail-branded appar- el. On the one hand, it is the brand itself that is often available and as- sociated with retail outlets—Champion and adidas are great examples. Alternately, apparel can also be considered retail branded if the styles and features are comparable to what one might find in contemporary, trend-oriented store shelves—think Gap or Abercrombie." — SaM gerBer, Bodek and Rhodes "Apparel that causes recognition and association. The recognition of a retail brand is what drives many people to purchase these products, as their decision is brought together by the use of the brand's iconic logo. That logo becomes the point of recogni- tion, which becomes as powerful as the brand's name. Brands become popular through asso- ciation of certain characteristics. For example, good quality, trend-setting designs, advanced technology, aspirational lifestyle, defining im- agery, and great marketing are just a few. Brands are known for one or a combination of these and other traits, and it is with these associations and recognition by the consumer that defines retail-branded apparel." — elSon Yeung, alphaBRodeR / ash CiTy Retail-branded appar- el has a higher per- ceived value, which gives an added value to companies using it. (Image courtesy Bodek and Rhodes) 20 1 4 N ov e m B e R Printwear | 43

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