March/April 2016

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IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS E9J;@'9HJAD *().

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AF<MKLJQ F=OK Get caught up on the latest industry news.

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;MLLAF? LOADD OAL@ 9 D9K=J E9;@AF= Trotec Laser Canada’s Lev Uzlaner illustrates a new, simple and fast way to cut twill fabric. 6

>AN= EAKL9C=K GJ?9FAR9LAGFK MFCFGOAF?DQ E9C= L@9L ;9F <JAN= ;MKLGE=JK 9O9Q Is your business struggling to retain clients and you don’t know why? Organizational consultant and author Joseph A. Michelli highlights key missteps that your company may unknowingly be making that is driving business elsewhere. 12

?DG:9D J=L9AD 9HH9J=D F=OK Headlines and press releases from retail apparel markets from around the world . 14

F=O HJG<M;L KHGLDA?@LK See the latest wearable, advertising specialty, and decorating supplies & equipment offerings from industry suppliers. 20

:Q L@= FME:=JK2 ;9F9<A9F 9HH9J=D AEHGJL =PHGJL <9L9 Trendex North America breaks down Canadian apparel import and export data. 34

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Volume 23, Issue 2

A common question I often hear at every trade show, open house, message board or casual conversation is this: What is the best white ink? After hearing this asked time and time again, you may start to wonder why plastisol manufacturers can’t continually introduce a better white ink into the marketplace. But the truth of the matter is that it’s probably not the product itself — almost all white inks work and are within spec. In fact, that elusive “holy grail of whites� may already exist within your shop. There are three fundamental areas where most screen printers fail: screen tension, the stencil and the squeegee. While they may seem elementary, these elements must be controlled, mastered and maintained in order to take your quest for the perfect white ink from unattain- 9ZQV\QVO JZQOP\MZ _PQ\M[ UIa PI^M VW\PQVO

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Throughout the past 25 years, most of my career has been immersed in the promotional products industry. This is where I found my first mentors. They influenced the way I interact with my clients, partners, colleagues, and personal relationships. My mentors also provided me with grounding that only comes with experience – they helped me avoid mistakes that could have negatively impacted my business and myself. Personal and professional success can be attributed to the connections we make over the years. These relationships allow us to fulfill one attainable goal: Help people and businesses be more successful by coming together. I’m a true believer that it is so much more rewarding to work with friends than acquaintances. So I concentrate on growing and deepening existing relationships. Amazing things happen by connecting business *UIbQVO \PQVO[ PIXXMV _PMV aW] KWVKMV\ZI\M

associates and by interacting with them through solid relationships, WV OZW_QVO ZMTI\QWV[PQX[ _Q\P aW]Z KTQMV\[ much like with family and friends. As promotional products professionals, we offer valuable expertise and an extensive selection of creative and innovative solutions. Our customers rely on us to bring forward creative and innovative products to meet their branding or incentive needs. ;MTI\QWV[PQX +]QTLQVO KWV\QV]ML WV 9IOM

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IMPRINT CANADA March/April 2016 - Volume 23, Issue 2

à Qà 867< There is one guideline that is not regulated but irks me to no end. If an individual or organization utilizes social media to announce a particular accomplishment, why do other individuals or firms consistently try to hitch their own wagon to their peers’ announcement? They will make an elaborate production - worthy of a run on Broadway - congratulating the original announcement, but all the while being sure to tout themselves or their own company in the process.

#' &#!". #$ % ,Social media allows for individuals and organizations to keep in contact with their network of friends and peers. The ever increasing variety of apps constantly provide unique and innovative methods of communication amongst all.

If sincere in their happiness for a non-related entity, why not send a personal private note? Why post for the world see that they are patting a peer on the back for their successes?

Personally, I genuinely enjoy getting informative and sometime humorous notices and announcements from friends and associates alike.

This calculated trick is growing tired and increasingly transparent. Toot your own horn if you have justifiably earned it; you should be able to take the stage on your own and say your acceptance speech. But why try to vault yourself into someone else’s limelight?

We all are aware that there are some stiff rules and regulations which prevent the misuse of social media. Illegal activities, trademark and badge violations, abusive behaviour and impersonation are not allowed in order to keep the communities secure and safe.

Could it be that these bandwagon jumpers have no accomplishments of their own they can wax poetically about? Could it be that they are associating themselves and their company to yours, in order to be regarded as successful as you? Or could it be they want to demonstrate that they “hang in the same circlesâ€? and therefore by association, should be given the same recognition ‡ 0D[ 3ULQWLQJ $UHD ´ [ ´ 2SWLRQDO /DUJH 3ODWHQ

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Since the vast majority of these hangers-on are habitual in nature, my piece of mind rests in the notion that their communications are fairly transparent and just as I have noticed, others too will have taken notice of the repeat offenders with their limelight hijacking tendencies.

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Lev Uzlaner, Sheri Boyd, Alan Howe, Joseph Michelli

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com

OFFICE ADMINISTRATOR

Maria Natale : shows@imprintcanada.com

GENERAL INQUIRIES

feedback@imprintcanada.com, (905)856-2600

ADVERTISING SALES

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

Imprint Canada is published six times per year by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted after three months from the date of publication. TRISTAN COMMUNICATIONS LTD. Publications mail agreement no. 40025740 Return undeliverable mail to: 190 Marycroft Avenue, Unit 16, Woodbridge, Ontario, L4L 5Y2 Email: shows@imprintcanada.com ISSN: 1480-1884 GST Registration #: RT892913294

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Catalyst Group is proud to announce the distribution of ChampionŽ apparel to the collegiate, team dealer, concession, pro shop, pro specialty, resort, promotional and imprint markets in Canada. “This is an exciting time for Catalyst Group as we expand our portfolio of products offered to the Canadian marketplace. We are committed to offering great brands and exceptional product choices, such as ChampionŽ, to our customers,� said Robyn Tomlins, Director of Sales & Merchandising for the Catalyst Group. Catalyst is offering styles from both ChampionŽ AUTHENTIC and PERFORMANCE collections. For more information, please call 1-800-919-8322 or contact CG-orderdesk@catalystbiz.com.

Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL) announced record fourth quarter sales of $543.8 million (all figure U.S.), an increase of 39.2 per cent from the corresponding quarter of 2014. Consolidated net sales for the year were $2,568.7 million, up 11.7 per cent from $2,299.2 million in 2014. This reflected an increase of 12.1 per cent in Printwear sales and sales growth of 11.1 per cent in Branded Apparel. Gildan also announced a 20 per cent increase in the amount of its quarterly dividend to 7.8 cents per share payable April 4. Gildan has also received approval to repurchase and cancel up to nearly 12.2 million common shares, which represents approximately five per cent of issued and outstanding shares. Net sales in the fourth quarter of calendar 2015 for the printwear segment accounted for $284.9 million of sales, up from $160.3 million in the previous year’s fourth quarter, which included a $48-million inventory devaluation that didn’t recur. Excluding the inventory markdown, printwear sales were up 37 per cent from the same time last year. Net sales of branded apparel for the forth quarter were up 12.4 per cent from last year to 528.9 million. Sales of underwear, which were powered by an ad campaign featuring Blake Shelton, were up by more than 20 per cent. The retail door count doubled, with GildanÂŽ branded underwear selling in approximately 18,000 retail doors at the end of the year.

Net earnings in the fourth quarter were $67.6 million or $0.28 per share on a diluted basis, compared with a net loss of $41.2 million or $0.17 per share in the same quarter last year. For the calendar year of 2015, net earnings were up 25.1 per cent to $346.1 million or $1.42 per share on a diluted basis, compared to U.S. $276.7 million or $1.12 per share for calendar 2014.

2016 Outlook For 2016, Gildan is projecting adjusted earnings per share between $1.50 - $1.60 (up from $1.46 last year) on projected consolidated net sales in excess of $2.6 billion. Gildan anticipates continued strong sell-through of printwear products from distributors to screenprinters and an approximate 20 per cent increase in unit shipments in international printwear markets to be offset by the non-recurrence of distributor inventory re-stocking in 2015, lower net selling prices, unfavourable product-mix due to a lower proportion of fleece sales, and the negative effect of foreign currency exchange rates. Projected Branded Apparel sales in 2016 reflect the impact of the exit from certain private label programs totalling approximately $65 million. The remaining Branded Apparel core sales base of 2015 is projected to increase in the mid-teens range due to the annualized impact of new programs obtained in 2015 and increased shelf space gains and new retail programs.Â

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3m7< BIC Group announced that CEO Mario Guevara will retire in May 2016, with current Chairman Bruno Bich nominated to assume his duties. “I want to express our gratitude to Mario Guevara for his contribution to the success of our Group during his career,� Bich said in a statement. “Under Mario’s guidance, BIC reinforced its leadership positions throughout the world and significantly improved net sales and results. We wish him the best for his retirement.� The announcement was made together with the release of its 2015 fiscal in which BIC Group grew sales by 6.2 per on a comparative basis.

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A very special congratulations to Wally Richards, who was named winner of the prestigious Robert L. Scott Memorial Award at the Toronto Imprint Canada Show, January 8th & 9th, 2016. The award is presented to the individual (at the supplier level) who best displayed unparalleled commitment, integrity and enthusiasm for the Canadian Imprintable Products Industry. Mr. Richards, General Manager of Capco Sportswear/ KC Caps, is well-respected by his peers, competitors and customers. Like those who have won this award before him, Mr. Richards has exemplified what this award stands for throughout his distinguished career.

0 , _>;6 , #- ), ,/ .,#). )0 )/( .#)( The 2016 Toronto Imprint Canada Show honoured the sacrifices of the Canadian Armed Forces, veterans and their families, by choosing the True Patriot Love Foundation as the beneficiary of our Charity Coat Check, which raised $355.87. In an act of incredible generosity, a couple of longtime supporters of the Imprint Canada Shows (who have chosen to not be named other than as “Mr. & Mrs. Claus�), have donated an additional $500 to this cause. This husband and wife, pictured right, have been attending the Shows - both in Calgary and Toronto - regularly since their inception in 1999.

IMPRINT CANADA _ 0DUFK $SULO

Their company has been serving the promotional product needs of their community for many years, and acting in kindness for great causes is nothing new to them. Among other philanthropic initiatives, they act as Santa and Mrs. Claus each year, taking toys to children in hospitals. The $855.87 total has been donated to True Patriot Love, dedicated towards funding unique programs and innovative research in the areas of mental health, physical rehabilitation, family support and veteran transition. For more information, please visit TruePatriotLove.com.

Imprint Canada is looking for nominees for the next Robert L. Scott Memorial Award, to be presented at the Toronto Imprint Canada Show, January 6th & 7th 2017. Nominees can be sent to feedback@imprintcanada. Nominations are confidential, however we do require you to identify yourself with your nomination to ensure the integrity of this competition. Please note previous winners (listed below) can be nominated to win again, so please nominate the individual you feel is most deserving of this award. Final voting will be held among a selected panel of industry members, including previous winners of this award, but all are invited and encouraged to nominate individuals for this honour.

Robert L. Scott Memorial Award Winners List (Listed is the company the winner was with at the time of the award). 1998: Brian Clune (Mackle Fashions) 1999: Jean Leclair (Avanti) 2000: George Cooper (Trimark Sportswear) 2001: Ray Gudmundson (Pace Setter Sportswear) 2002: Jim Cerant (Brooks Canada) 2003: Alastair Macrae (A.J.M. International) 2004: Mike Coupland (Coupland Agencies) 2005: Garry Bell (Gildan Activewear) 2006: Bruce Woodfield (SanMar Canada) 2007: Brian Tarvit (Westmount Distributors) 2008: Bruce Singer (Barudan Canada) 2009: Howie Todd (SanMar Canada) 2010: Frances McAvity (Gunold Canada) 2011: Sean Oakley (Stahls’ Canada) 2012: Kevin Price (R.B. Digital/Rubenstein Bros.) 2013: Jeff King (Fruit of The Loom Canada) 2014: Cheryl Daurie (Magnus Pen Corp.) 2015: Orest Kostecki (PVH Inc.) 2016: Wally Richards (Capco Sportswear/KC Caps)

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The idea of twill cutting with a laser machine is Once we imported the vector file into our design not the first method that comes to mind when con- software, we outlined a hairline of approximately sidering cutting these types of fabrics. Yet this fairly 0.075 mm/0.003� around each element in our design creating our “weak� cut. We new and scarcely used techthen created a rounded-edge nique can be incredibly effisquare around the entire cient for its speed and preciimage for our “strong� cut, sion. in order to remove the item This method can be from our main twill fabric. achieved from cutting simThe reason we use a hairple number shapes on the line outline is because this is back of sports jerseys to very how the laser machine recintricate logos and designs ognizes a cut. Otherwise, if that can be stitched onto it was a thicker line, the laser business apparel. would identify it as a fill =PM NIUW][ n,PM 0]M^IZIo QUIOM

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and would be programed to ferent twill cutting techniques UQV]\M[ \W TI[MZ K]\ engrave it. and a wide range of twill fabrics The power setting was the and colours. same as our original “Gretzky� design, and when the We soon realized that we could choose any design job was fi nished we merely peeled off the top layer no matter how detailed it would be or how many from the main sheet. curves it would have. Once both cuts were finished we realized that in The first design we chose to complete was simple: the process of doing the “weak� cut, the laser actualwe used the Canadian flag with “Gretzky 99� letly seamed together both the top and bottom layers tering above and “The Great One� lettering below it. of our fabric. We then simply heat-pressed the two We simply placed white twill stacked on top of red fabrics for 20 seconds and the seal was made permatwill fabric onto the laser machine table. There was nent. no gluing or adhesive backing to hold the fabrics Generally, most high quality laser machines in together, or to hold them to the table itself. the industry can cut not only with precision but also The laser machine used was an 80-watt unit, with extraordinary speed. The Speedy 300 machine which is standard size and power in the industry. we used for this particular experiment has maxThe laser bed, or table, size imum velocity of 3.55 m/ was 32� x 20� which easily fit second and an acceleration the 24� x 18� pieces of twill of 5g. we were working with. The entire “Gretzky� cut In order to complete our only took around 20 seconds design, there needed to to complete, while the combe two separate cuts. One plex “Che Guevara� cut took “weak� cut that would only around 2 minutes. go through the first top With this type of prolayer, in this case the whiteduction speed, these lasers coloured twill. The other can accommodate not only “strong� cut would be made prototyping but also lararound the entire perimeter ger production jobs for 6QSM ,TIZSM WN =ZW\MK 5I[MZ ,IVILI [PW_QVO \PM

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embroiders and various remove our design from the [MKWVL[ \W KWUXTM\M decorating companies. main piece of fabric. What many companies who use laser technology We used only 12 per cent power with 100 per cent fail to realize is that laser cutting only paints half the speed to cut the top layer in our “weakâ€? cut which picture. Th e other half comes from laser engraving a would go around the lettering and the Canadian variety of diff erent substrates. flag. For the “strongâ€? cut, we used 20 per cent power In this simple experiment, we demonstrated that and 100 per cent speed, this way the laser beam laser cutting twill can be fast, effortless and produce would cut through both fabrics in a single pass. the desired results. The reason that both cuts used considerably low When laser cutting is combined with engraving, power is because the twill material is very thin then that’s when the real magic can begin. The limit and rather delicate. Laser cutting and engraving is really your imagination and how far you want to machines are often used to cut ½â€? acrylic and solid push the decorating process. wood, which typically require them to utilize their full power. However, in the case of delicate fabrics, we can adjust the power to a very low setting in order to pass through the material without running *+8>= =1. *>=18; the risk of burning it. This article was provided courtesy of Lev Uzlaner, National Marketing For our second cut, we decided to take an image Manager for Trotec Laser Canada. that has a lot of detail and only has two colours in its For more information, you can watch the entire video created for design. Naturally, we chose the famous edited verthis twill cutting experiment - which took place at the 2016 Toronto sion of Alberto Korda’s photograph of Che Guevara Imprint Canada Show - on Trotec Laser’s YouTube Channel at: which has a black design over a red background. www.youtube.com/TrotecLaserCanada.

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A majority of shops use short cuts — or simply ignore all together — these three basics of the screen process, causing continued difficulty when printing better whites. Remember, it really isn’t about the ink! It’s about learning the process so that your print turns out the way you want it.

, ( (-#)( Tension is the how tight the screen mesh is stretched on the frame, measured in Newton meters (Nm). The higher the tension, the more force or energy is needed to flex the mesh. Conversely, the higher the tension on your screen, the less force is needed from the squeegee to shear the white ink through the image. This may seem strange since we tend to always want to add pressure or push harder on the squeegee stroke, but white ink is actually made to be sheared, not forced, through the properly tensioned mesh. With lower tensions, you need more force from the squeegee to smash the ink through the screen. This penetrates the garment fabric, leaving an image on the platen or the inside of the shirt. Plastisol ink is supposed to lay on top of the fabric, not penetrate through /20>;. # 5W_ \MV[QWV UM[P ZWTT it. Low tension also needs more offAll Photos in this article are provided courtesy of Richard Greaves. contact, because a larger area of mesh is having to snap out of the ink deposit. This can also cause problems such as mesh marks, lift or roughness when using white. Additionally, poor or low tension also lets the mesh move and roll. This allows the image to continue to move out of registration, creating a blurry print. It’s easy to blame the press for not holding registration, when in actuality the part that is supposed to be the most stable is the screen mesh (see Figure 1). Most of the printers who are doing consistent, exceptional work are using re-tensionable screens, with a consistent 35–40 Nm range. Each has a procedure to monitor these screens, checking the tension with a tension meter (see Figure 2) — a tool every shop /20>;. # =MV[QWV 6M\MZ should have in their arsenal.

The right tension is attainable on a stretch-and-glue frame, paired with quality mesh and stretching equipment. The mesh can achieve 30 Nm at the time of being attached to the frame, with a tension between 25–27 Ncm (newton centimeter) at first use. When using this type of frame, you must measure the tension each time before coating to determine if it is time to have it remeshed. With retensionable frames, the mesh can easily be brought back up to proper tension again and again. The screen fabric also becomes what is called “work hardened� after repeated re-tensioning, and this is when mesh becomes even more stable and stays at proper tensions for longer times. If you are purchasing static pre-meshed frames, then discuss with your supplier about their parameters for stretching and tension and if it meets your needs. If their tensions are not acceptable, then you have to continue your search. Correct tension is the base for a good image, and there is no excuse for a static frame to have sub-par tension.

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The stencil is the second key element for the sought-after white print. I continually see bad prints done with poorly coated screens, i.e. not enough emulsion applied on the mesh. I find that many people are coating mostly with the sharp edge of the scoop coater (see Figure 3). Not only is there not enough emulsion applied with this edge, but also it does not add any more per coat on the mesh, as opposed to a round edge coater (see Figure 4). You can see that the sharp edge adds almost no significant amount of emulsion with each coat, while the round edge applies more stencil material every time. Coating with the round edge scoop coater (see Figure 5) allows the emulsion to fill the mesh openings and coat the screen, with emulsion building up over the mesh. This determines how much ink deposit will be transferred from the screen and stencil to the garment with each squeegee stroke (see Figure 6). The squeegee shears the flooded image and transfers the ink deposit to rest on top of the garment without 9LUWXRVR 6* penetrating the fabric. This allows better coverage and opacity, with finer mesh counts (see Figure 7 on page 16).

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Loyal customers are hard to come by these days, not invest more in the tools of retention to maximize this is not a secret. After struggling through years that multiplier? of turmoil and uncertainty, the last thing most business owners would purposely do is take customers 2. You make your customers work too hard Businesses must now compete in an increasingly for granted. Uber-ized society. Uber customers simply pull out If your company’s efforts to attract and retain custheir phone, push the app, a car pulls up and takes tomers are falling curiously flat, you need to find out them where they need to go, they are dropped off, no why‌and fast! cash is exchanged, and the transaction is done! As It may not necessarily be that your clients are people begin to expect this kind of service, business angrily walking away, but it may very well be that leaders are being forced to find ways to make their their experience with your company is less of an customer’s entire experience as effortless, frictionenthusiastic, “Wow!â€? and more of a tepid, “Meh.â€? less, and yet as personal as possible. So what are you doing wrong? There are companies now that will actually gas up Companies have great intentions. They want to your car for you delight customers. at the touch of a In fact, they’ll often button—and they undertake these big wash your winservice initiatives dows and leave a only to see their little note on the efforts fizzle quickly windshield. You or never take root. can just leave work The problem many and go straight times is that their home to your kids great intentions are at because you’re odds with their culalready gassed up. ture. Never forget When this becomes how complex life the case, companies is for customers. are doomed to make From that starting +][QVM[[M[ ITT UISM UQ[\ISM[ NZWU \QUM \W \QUM J]\ QN aW]Z K]T\]ZM Q[Vo\

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point, pick apart K][\WUMZ \PMV \PW[M [IUM UQ[\ISM[ IZM TQSMTa \W JM ZMXMI\ML mistakes. The misyour deliverable takes are inevitable— and figure out and what’s worse, how to maximize its ease. Customers leave because companies don’t even know they’re making them. we don’t think through the degree of effort required Having worked as a consultant with Mercedes- to do business with us. If you’re not providing techBenz USA to positively and radically transform its nology solutions, and making it almost effortless for customer experience and having written books on customers to do business with you, they will evenservice giants like Zappos and Starbucks, I know tually leave when they find a company that does. first-hand just how hard it is for most organizations Wouldn’t you? to keep customers happy for the long haul. Here are the five biggest, most common mistakes your company may be making without realizing it.

1. You’re chasing new customers at the expense of existing ones

In other words, you’re directing too much money toward acquisition and hardly any toward retention. The ratio is lopsided. Consider car dealers that spend huge amounts on commercials that scream at people to come in, promising cruise ship vacations, travel reward, et cetera. What they’re not spending on is employee training to make sure that once these customers are in the door they’ll come back. I’ve noticed companies that are good acquirers of customers are not necessarily good retainers of customers. The key to business, I think, is being great at both and at using those customers you’ve retained to help with your acquisition curve. I see a lot of brands missing the message here. The cost of acquisition is so much higher than the cost of retention, so why IMPRINT CANADA _ 0DUFK $SULO

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3. You hire the wrong people out of desperation

When you hire from a place of being frantic and rushed, you can end up with low performers and low retention. We hire too quickly because we want to fill a shift, and we get employees who handle customer interaction, but who lack the emotional intelligence to connect authentically with your customers. 6Q[\ISM[ KWV\QV]ML WV XIOM

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You can hire somebody in a day to handle your customer service void, but if he or she is a drag on the service that your company is trying to provide, this is far worse than having nobody there at all. Take the extra time when looking for staff to ensure alignment between your company’s culture and the prospective employee(s).

4. You’re not training for authenticity

Companies have to strive, first of all, to hire people who truly do care about customers. But that’s just the beginning. They should also be training employees to connect on a more humane level. This is not about scripting, but more so about helping employees realize what your customers really want and need, and then empowering those employees to provide it. While it’s essential to practice disciplined hiring in the search for people with emotional intelligence, those capabilities have to be awakened and reinforced through the training process. You need to immerse prospects in your brand so they really understand what it’s like to be the customer. You need to collect and share stories of customer delight. You need to touch the hearts of team members as well as their minds. When you do, they’ll genuinely want to serve your customer.

5. You end the transaction at the money exchange

Too many businesses close the deal and politely say goodbye. The message customers get is, “Okay, we gave you your product or service, you gave us the money, now we’re done.� There is an enormous space here for businesses to invite re-engagement with the customer following the a transaction—to really show appreciation, gratitude, and an eagerness to serve them again. At the retail level for an example, Godiva does a great job of reengaging the customer. If the chocolate has been purchased for a gift or special event, the associate will say, “We’re looking forward to hearing how this was received when you come back

in.� They create an invitation to return, and that’s incredibly powerful. They pull the customer back in for a continuation of the conversation. This is what happens when brands really get it, and where other brands don’t.

FWT] Rdbc^\Tab WPeT cWT [dgdah ^U P] PQd]SP]RT ^U RW^XRTb Pb cWTh S^ X] \P]h RPbTb QdbX]TbbTb \dbc R^]bXbcT]c[h aTTeP[dPcT cWTXa _a^RTbbTb c^ STcTa\X]T fWPc PaTPb ]TTS X\_a^eT\T]c P]S c^ fWPc TgcT]c P]S bR^_T Xb aT`dXaTS When customers have the luxury of abundant choices - as they do in many cases - businesses must consistently reevaluate their processes to determine what areas need improvement and to what extent and scope is required. All businesses make mistakes from time to time, but if your culture isn’t built on a sincere desire bordering on obsession - to serve and delight your customer, then those same mistakes are likely to be repeated. The real tragedy is that you may never even realize you are making them.

*JW]\ \PM *]\PWZ#

Joseph A. Michelli, PhD, CSP, is an international speaker, organizational consultant, and New York Times number-one best-selling author. He is a globally recognized thought leader in customer experience design. For more information, please visit www.josephmichelli. com. *JW]\ \PM +WWS#

Joseph Michelli has authored several best-selling books, among them are: Driven to Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way, And Leading the Starbucks Way: 5 Principles for Connecting with Your Customers, Your Products and Your People

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KH226 - Alstyle Mar_Apr_ImprintCanada_final.pdf

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While there are many different coating procedures the ink through. In many automatic shops, they will have a second and variations, most white inks use a two-and-two coating. If a mesh count is more than 230 for highlight set of squeegees and will rotate them in and out of whites, use a one-and-two coating. production to give the squeegees time to rest, and It’s important to note that it’s not about the how to be checked for any nicks and dullness. A squeemany coats of emulsion, but about gee sharpener is an inexpensive achieving the proper emulsion investment to increase squeegee over mesh (EOM). Instead of a life and therefore the quality of debate of one-and-two, two-andyour white prints. two or one-and-one, the goal is +/ ! Ă (!& proper EOM. To achieve this, I The edge of the blade is what like a method called the “shine or makes contact with the screen, glistenâ€? method. but too much angle will cause you Starting with the print side of to print with the side of the blade. the screen and a round edge scoop The side won’t give you that good coater, coat the print side as many shear of the white ink the way the times as needed until you can see sharp edge will. However, if you the squeegee side “shine or glistenâ€? stand up the blade too much, the with emulsion, then coat the squeeedge cannot maintain consistent gee side twice. This allows enough contact and pressure across the emulsion to come through the print mesh. Again, this prevents that side, fill the mesh openings, and good shearing technique. then push back through with the squeegee sidestrokes. The screen , --/, /20>;.

then should be dried horizontally, Sometimes, screen printers think print-side down. This will ensure that more pressure is better. With low-tension screens enough EOM, no matter what mesh count. As we noted previously, the white ink is to be sheared and poor stencils, there was no other choice but to by the squeegee stroke, not forced or smashed through. increase pressure and smash the ink. But again, we This is only accomplished with proper tension and want to shear, not smash, the white ink through the proper coating of the screen. One with out the other screen — this means less pressure. Since we have wellwill leave you searching for the perfect white ink, tensioned mesh and properly coated screens, pressure needs to be monitored and adjusted with every job. when in truth we have set up the ink to fail. On the flood stroke, a little positive flood is needed, " +/ ! and slight pressure is enough to fill the image with Now you have a screen that is properly tensioned ink (refer back to Figure 6 on page 8). On the print and properly coated with a good EOM. That leaves stroke, less pressure will be needed with proper tension only one other point: the squeegee. No printing hap- because the squeegee does not have to try to conform pens without this item, and none is more forgotten to the inconsistencies of low-tensioned screens. With proper tension, the squeegee edge can make consistor more misused. Squeegees are made of polyurethane rubber in ent contact across the screen. Low tension forces the various degrees of hardness, measured in durometers printer to add pressure to compensate for inconsistent ranging between 55 and 90. For manual printing, the contact, thus rolling over or bending the squeegee to squeegee plays double duty as both a flood bar and smash the ink. You only need enough pressure to clear the ink out squeegee. On an automatic, the flood bar is separate. There are three misuses most often associated with of the image so that it rests on top of the garment. This is accomplished by lowering the squeegee until white ink printing: care, angle and pressure. it touches the screen, then running the squeegee +/ ! , stroke each time. Adjust the pressure by a quarter Since the squeegee is used in every print stroke and turn on each side until the ink clears from the image. on every test print, it starts working the day you get it. Remember, less is more. It is immediately exposed to ink, chemical, friction, et cetra. With exposure to solvents and plasticizer, à .. #(#(! ." ( .. #( & With the correct use of these basic fundamentals of squeegees can swell and become less flexible, making them more susceptible to nicks and chips in the screen tension, the stencil and the squeegee, producing blade. This will cause blurry images and streaks in the quality white underbases and prints can be a highly prints. To prevent these problems, squeegees need to attainable skill. You will have better detail, opacity and hand feel with higher mesh counts, higher ink yields be cleaned and set aside or rested. People spend an exorbitant amount of money on and faster print speeds — not to mention increased manual and automatic machines, but give no thought profitability. And isn’t that the real holy grail? to squeegees. Some even let the same squeegees go for years. The edge of the actual squeegee is what we *JW]\ \PM *]\PWZ#

print with, and when — not if — it gets dull, it won’t Alan Howe is a native of Detroit with 29 years of industry experience. He allow you to shear your white ink. Unfortunately, entered the industry in 1987 with an equipment manufacturer and has this will force you to add pressure and try to smash since held technical-sales and management positions with well-known

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companies including Jay Products and Easiway Systems. Alan resides in Columbiaville, Michigan, and is the regional sales manager for Tech Support Screen Printing Supplies (Pittsburgh). As a seminar speaker and with many articles published, he is a familiar face at trade shows and industry events. Alan has also traveled the world as a short-term missionary and still is involved in humanitarian efforts locally, domestically and worldwide.

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By fully understanding them, and their businesses, we can make sure that the ideas we put forth positively reflect their brand’s message and image. The importance of getting to know your clients and their needs cannot be understated. Just as we understand our family members and close friends, this keen insight provides a distinct advantage in developing long-term prosperous business relationships. Frequent touch points like face to face meetings, socializing, and brainstorming are how genuine relationships and trust are established. People buy from people they like and trust. This is an important way to view your interactions – not as a business purchasing from a business – but rather the relationship you are able to create that will set you apart from being a business that they buy stuff from. Think of your relationships as the foundation of your business. If the foundation is not solid - if it has cracks – just like a building, it will fall down. Establishing connections and building meaningful relationships has to be genuine and almost hard-wired into your DNA. To get started, here are five proven approaches: 1) Put yourself in their shoes: Learn as much as you can about their business, the industry they are in, who their customers are, what they do/sell, and who their competitors are. Spend time with your customer in and outside of their office. You can learn a lot by seeing how they interact with their staff and customers. By fully understanding the message they want their brand/business to be associated with, you will be able to serve them more effectively and offer products that will better reflect their corporate image. This is time well spent; by understanding their business, you can identify gaps and begin offering additional value by recommending strategies

or tactical advice to make them more competitive or differentiated in the market.

2) Make it personal: Find out what your clients like to do when they aren’t working. There is usually some common activity: going for coffee, watching a hockey game, golf, skiing, or scrap-booking. Invite them to do one of those activities together. This helps to strengthen the friendship and shifts the relationship from a business context to one that is rooted in familiarity and comfort.

3) Reinvest in the relationship: Here is where you can really demonstrate how you value not only their business, but the relationship you share. Reinvesting a portion of the revenue they bring to you for fun activities they can share with their friends, family, and colleagues, or for cool products you discover, will be cherished. Think outside of your direct relationship and maybe offer strategies to “pay it forward�. Many companies offer employees the ability to donate their time and money to a multitude of charities. Why not work together, pick a charity and create a joint project in an effort to “give back.�

4) Request & Evaluate Feedback: Ask your client what you can do to improve and provide clients with better service. Not many people do this and it provides them with the opportunity to clearly articulate their expectations. With that addressed, you can now ask them what you can do to get a referral. A simple and extremely effective tool in evaluating your performance is to leverage the “Net Promoter Score�. This simple survey asks, “how likely is it that you would recommend our organization to a friend or colleague?� It’s an amazing litmus test to measure the effectiveness of your business and how you are perceived by your clients.

CWX]Z ^U h^da aT[PcX^]bWX_b Pb cWT U^d]SPcX^] ^U h^da QdbX]Tbb 8U cWT U^d]SPcX^] Xb ]^c b^[XS XU Xc WPb RaPRZb ~ Ydbc [XZT P QdX[SX]V Xc fX[[ UP[[ S^f] 5) Consider yourself an ambassador for your clients’ business: Put their brand out there and broadcast their services. Be their “champion� – talk them up where it makes sense and you will get the same in return. Consider yourself a hub of information that you can use to add value to business relations, but mainly connect people for mutual success. Newsletters and social media are great. Re-post, re-tweet and share your clients’ success with your network. These are powerful ways to connect. Also, try to utilize their services in return as well whenever possible, and be generous, open and giving with your own referrals. What’s love got to do with it? It’s the driver and the common thread that brings people together. It makes us feel valued and motivates us to value others. The good friends and fruitful relationships you will make along the way will be the best reward! *JW]\ \PM *]\PWZ#

Sheri Boyd has been involved in the promotional products industry for 25 years. Her experience encompasses supplier and distributor perspectives. As founder of epicpromo and Promocatalyst, Sheri brings a fresh approach that will affect positive change across the promotional products landscape. Companies Sheri has contributed to include: Festival Promotions, Maple Ridge Farms, Glass America, and Maui Jim Sunglasses.

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Toll Free Phone: 1-866-956-8989 • Toll Free Fax: 1-877-455-7788 Phone: 780-453-8989 • Fax: 780-455-7799 12003 Kingsway Ave. Edmonton, Alberta, Canada T5G 0X8 E-mail: info@ winnergarment.com

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IMPRINT CANADA _ 0DUFK $SULO

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ʹͲͳ͸ The 16th Annual Toronto Imprint Canada Show was a resounding success! The two-day event welcomed more than 2,800 buyers who came to see over 125 leading exhibitors showcasing more than 300 brands. The event which took place at the Toronto Congress Centre January 8-9, 2016 kicked off the calendar year in a way that many had hoped. The response from both attendees and exhibitors was extremely positive. “The show was fantastic! Lots of positive buzz and I spoke to many people who loved it,â€? said Joanna Wiseberg of Red Scarf Promotions. “Best Show ever!,â€? commented Cheryl Daurie of Magnus Pen. “It was exceptionally busy and the Show surpassed our expectations!,â€? said Dave Cullum of Cutter & Buck. Congratulations to Gildan Activewear and ND Graphics for winning the Best Booth Design and Best Sales Environment Awards, respectively. Congratulations also goes out to Paul Laprade of Stittsville, Ontario’s Paul’s Pro Korner for winning Westmount Distributor’s Amego Electric Bike Contest.

THE 17TH ANNUAL TORONTO IMPRINT CANADA SHOW RETURNS TO THE CONGRESS CENTRE JANUARY 6 & 7, 2017.

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.ca

WE’RE HIRING! Digital Equipment Technician - Montreal We are a leading distributor of digital equipment including: industrial embroidery machines, direct to garment printers, lasers, and wide format printing equipment. As a Digital Equipment Technician, you will be required to provide expertise in sales support, training and servicing of the equipment.

Skills Required: • Aptitude in mechanical repairs and diagnostics • Knowledge of Windows OS including XP, 7, 8, and 10 • Knowledge of industry design software • Basic knowledge of network environments • Bilingual - English and French • Valid driver's license - regular travel outside Montreal required

Full-time position with occasional overtime Salary commensurate with experience

Please submit resumes to: Jeff.Teitelbaum@RBdigital.ca

FULLY CUSTOM HEADWEAR 48-Piece Minimum Per Style 12-Piece Minimum Per Colorway 30-Day Production Time FREE Artwork Setup FREE Freight FREE Interior Private Label THE CUSTOM, LOW MINIMUM, QUICK TURN HEADWEAR SOLUTION.

PUKKAINC.COM BILL MOFFAT SPELLBOUND SALES 905-315-8500 SALES@SPELLBOUNDSALES.COM

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NEW

REFLECTIVE BAND OS1500ANK OS1500ARM

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Screenprinting on reflective tape

OS1500WRI

Thin polyester / Velcro 30 colors available

1-800-350-4383

www.promomacaron.ca info@promomacaron.ca

7KH 6RXUFH RI &RPSUHKHQVLYH 0HWULFV IRU WKH &DQDGLDQ 0H[LFDQ $SSDUHO DQG 6SRUWLQJ *RRGV 0DUNHWV Trendex North America

3454 Oak Alley Court • Suite 303 • Toledo • Ohio • 43606 • (419) 724–4160

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Source: Statistics Canada

Source: Trendex Estimate (info@trendexna.com)

Source: Statistics Canada/Trendex North America

Source: Statistics Canada/Trendex North America

Source: Statistics Canada/Trendex North America

Source: Statistics Canada/Trendex North America

IMPRINT CANADA

_ 0DUFK $SULO

VARIETY RIGHT IN YOUR COMFORT ZONE Get lighter weight T-Shirt and Fleece styles in a wide range of silhouettes and colors, all at a surprising value. Made of cotton-rich fabric for SUPER SOFT comfort, and designed with a more YOUTHFUL FIT and contemporary construction details. Check it out at FruitActivewear.com/Sofspun-intro 5 NEW COLORS, including more UNIQUE HEATHERS on trend with today’s fashions.

Brick Heather

Carolina Heather

Heather Grape

Indigo Heather

Lemon Ice

The Sofspun ® Collection—made with an innovative, soft fabric & a modern fit.

800.567.7662 FruitActivewear.com /FruitoftheLoomActivewear

10 styles

•

jersey & fleece

•

men’s & ladies’

•

24 colors

•

All in S-3XL

@FruitActivewear

FIND A VARIETY OF SOFSPUN ® STYLES AT THESE PARTICIPATING DISTRIBUTORS: alphabroder 866-ASH-CITY

Quality Sportswear 877-462-4237

SanMar Canada 800-663-7965

ashcity.com

qualitysportswear.ca

sanmarcanada.com © 2016 Fruit of Loom Canada, Inc.

www.canadasportswear.com

Lightweight Softshell L07260 men’s / L07261 ladies

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