June '16

For the Business of Apparel Decorating

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2 0 1 6 J U N E P R I N T W E A R || 45 "These options provide a cloud-based web solution for branding and managing their web- store. The distributor accesses and utilizes the tools to create their store, set up program con- trols, and manage orders, all from one content management system," says Lloyd. Hunt says he's seen a trend of various organi- zations, including academic institutions, lean- ing more toward third-party stores to lighten the load of in-house work maintaining web- sites, tracking orders, and managing payments. "Trying to find the budget and personnel to create and manage a website, and forge a rela- tionship with a print shop are things that com- panies want to deal with less and less," explains Hunt. Ultimately, it's important to remember that whichever method a company choos- es, it needs to be the best plan for all em- ployees, adds Campbell. "You are either simultaneously serving as your own distributor, which means pur- chasing, warehousing, and fulfilling from pre-purchased stock, all labor that you may not have any staff to handle; or you are passing off your orders for fulfillment to an outside company, and that can mean you sometimes have a disjoint between your employees who believe the point of contact should be within your company and the outside staffers handling the fulfillment," notes Campbell. Opposite: Larger companies should be able to order from any location, take de- liveries wherever necessary, and have a built-in incentive for their employees to purchase. (Image courtesy Erich Campbell) Right: Businesses can also use a corporate online apparel store as an incentive builder for its staff. (Image courtesy alphabroder) Below: Customized apparel with a compa- ny's logo simultaneously establishes brand- ing and builds trust with customers. (Image courtesy Edwards Garment)

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