June '15

For the Business of Apparel Decorating

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COMMON THREADS 2800 West Midway Blvd., Broomfield, Colorado, 80020 (800) 669-0424 • (303) 469-0424 • FAX (303) 469-5730 w w w . p r i n t w e a r m a g . c o m Publisher STACY MARSHALL Executive Editor CARLY HOLLMAN-LONG Managing Editor AMANDA McGRORY-DIXON Online Editor TONY KINDELSPIRE Art Director ERIK WOGEN Graphic Designer DAYNE PILLOW Associate Publisher CHRISTINA MONTGOMERY Advertising Account Executive DESIREE DELFRARI Advertising Production Coordinator JENNIFER ALGER Marketplace Advertising Account Executive DIANE GILBERT Vice President / Events SUE HUEG, CEM, CMP Show Account Manager KATIE STOCKER Assistant Show Manager LINDA EDDLEMAN Education Manager KIM ZONCA NATIONAL BUSINESS MEDIA, INC. President & CEO ROBERT H. WIEBER JR. Vice President / Integrated Media JOHN BENNETT Vice President / Publishing & Markets DAVE POMEROY Vice President / Finance KORI GONZALES, CPA Director of Audience Development LORI FARSTAD Director of IT WOLF BUTLER Please recycle this magazine 6 || P R I N T W E A R J U N E 2 0 1 5 Quick Lessons From This Issue: * Creative ideas are thought experiments within one person's mind. Innova- tion is concerned with the actual implementation of an idea. (PAGE 18) I n certain professions, such as apparel decorating, where you'll inevitably get dirty by noon or are lifting, shifting and moving all day, the biggest dressing decisions are typically, do I want to relegate this shirt to work only? And does this function? But for those in the front of house, or in a more corporate environment, the decision of what's appropriate gets a little murkier. The rules of professional dressing have certainly changed in the last 20 years. When you would once expect to see a suit walking down the halls of every Fortune 500 company, you can now find CEOs and mail room staff alike wearing jeans and fleece. Blame it on the changing times or the dressed down influence of top Silicon Valley power players, but today's professional dressing landscape runs the gamut. One school of thought is that if employees are comfortable, they'll perform better. The other is that dressing for success will lead to just that and motivate workers to meet the standards of their attire. Both camps can typically be divided by generation and indus- try. But as it turns out, both are correct. According to a recent study, sponsored by The Master's College in California, it found that "There is an effect on… performance in the workplace because of casual dress… Casual dress has equally positive and negative effects, and… dress codes may or may not be necessary for professional performance." This cer- tainly helps to clear up the debate. Obviously, the desired level of "professional" dress varies on the type of work the person does. For instance, those in sales and finances who work closely with clients or customers, traditional business dress is accustomed. Conversely, for those dealing with customers via phone or email, it makes sense that dressing decisions are fair game. So what does this mean as decorators working with corporate, hospitality or business clients? Lots of opportunities to sell. Today, the professional environment can encompass everything from traditional but- ton-ups, formal uniforms, performance-based polos, and cotton T-shirts. Depending on the end use and type of business you're working with, it can even include all of the above. With today's professional dressing structure, decorators big or small, embroidery-based or multi-disciplined can get a piece of this billion dollar business. For instance, looking to outfit an entire company with multiple options? Check out Elson Yueng's article (page 28). Thinking about getting into hospitality but don't know where to start? Kristine Shreve has advice to get your foot in the door (page 42). Want to offer the convenience of shopping company looks from the comfort of a computer screen? Erich Campbell weighs the pros and cons of various e-commerce formats (page 88). Clearly, there's plenty of niches within the corporate and business apparel world, so don't be afraid to explore what's out there! Dress for the Job Carly Hollman-Long * For a long-lasting and great looking heat-applied graphic, there needs be accurate time, and accurate and equal temperature and pressure. (PAGE 16 OF THE HOT GRAPHICS REPORT, STARTING ON PAGE 80)

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