June '15

For the Business of Apparel Decorating

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28 || P R I N T W E A R J U N E 2 0 1 5 R egardless of the end use of a corporate ap- parel item, companies have become increas- ingly proactive in developing entire corpo- rate outfitting programs, where a selection of complementary colors and styling is con- stantly top of mind. Think of corporate outfitting as the silent way to represent the image of a brand or company. When companies have front-of-house and back-of-house staff to outfit with a variety of functions and events to attend, brand recognition becomes an important part of representation. After all, the company's logo is front and center on the garment. All of these circumstances require some form of unity, such as consistent colors and complementary styles among the same product categories or complete ensembles. The key to successfully outfitting corporate wear is to ensure you speak to your target audience while representing your company. Let's take a look at what's hot in corporate out- fitting right now, break down some new trends, and dis- cuss how a company can create its own effective corporate outfitting program. Elson Yeung is the director of private label de- sign and merchandising for alphabroder. Found- ed in 1919, formerly known as Broder Bros. Co., alphabroder is a North American distributor of trade, private label, and retail apparel brands and merchandise to the imprinting, embroidery, and promotional product industries. UNIFORMS & WORK WEAR From the Base to Outer Layer Strengthen branding with a corporate outfitting program b y E l s o n y E u n g Look for garments that offer a contempo- rary, fashion-forward look or performance woven shirts that em- brace active styling. (All images courtesy alphabroder)

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