November '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 Online Editor TONY KINDELSPIRE Staff Writer SANDRA SEPANIAK Art Director ERIK WOGEN Graphic Designer DAYNE PILLOW Associate Publisher CHRISTINA MONTGOMERY Advertising Account Executive DESIREE DELFRARI Advertising Account Executive DIANE GILBERT Advertising Production Coordinator JENNIFER ALGER 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 N O V E M B E R 2 0 1 5 Quick Lessons From This Issue: Un-uniform I 've never worked for a company where I was required to wear a uniform, unless you count wearing the clothes sold in the store where you happen to work. The closest I've come to a uniform is when a particular store I worked at had a huge campaign that required employees to wear promotional Ts with the slogan, "Be Stupid." The thought behind this tagline was to go be- yond your comfort zone to accomplish something incredible by taking a dumb chance or making the scary decision instead of the practical one. The campaign included a contest with five "stu- pid" prizes, so teases of these prizes were also print- ed on our shirts. They read something like, "Be Stupid. Swim with Sharks in Africa," or "Be Stupid. Motorcycle Across Europe." Not only did this confuse many store visitors, it all also started conversations with a good number asking if we'd done what our shirts boasted. When we'd explain it was all part of the contest, more times than not they'd say, "Oh! I did that and it was one of the best experiences of my life," and continued to tell us all about it. In the end, the stupid campaign not only garnered attention but it actually improved customer/ employee interactions at the same time. It turns out, stupid can be smart. Uniforms, while visually designating employees, can also help customers bet- ter interact with a company. Fortunately, we're in the business of facilitating this. With a little bit of know-how and some creativity, uniforms can go from a necessity to a conductor of unique experiences for employees and customers alike. So go ahead and think outside of the box when it comes to the tradition- ally rigid uniform market. You may be surprised by the results, and the return orders it gets you. * Traditionally, apparel collections and retail store shipments have re- volved around the four major sea- sons: Spring, Fall, Back-to-School, and Holiday. In today's world of fast fashion, the traditional seasons have given way to new style intro- ductions that can occur 50 to 100 times in any given year depending on the brand, product category, and manufacturer. (PAGE 34) * Plastisol ink is not designed to withstand the high temperatures and aggressive wash cycles of indus- trial laundering equipment often needed to clean work uniforms. (PAGE 50) * It is best to keep printer- cutters off of carpet as it can create static electricity. Static on media can "grab" the ink droplet and cause it to mis- fire. (PAGE 83) Carly Hollman-Long

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