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SUPPLIER NEWS
Bella+Canvas to invest US$11.9m in new fabric-cutting facility in Alabama
Bella+Canvas is planning a major investment of US$11.9 million in Wetumpka, Alabama. The company intends to open an advanced fabric-cutting facility which is expected to create over 550 jobs and establish the operation in a portion of an 890,000 square-foot building vacant since 2013.
The jobs being created at the new Alabama facility include spreaders, general cutting labourers, forklift operators, shipping and receiving clerks and administrative staff. Average annual wages for the new positions are US$46,000, Alabama’s governor Kay Ivey stated in a press release.
“We are thrilled to be part of the community and look forward to creating jobs and opportunities for many in Alabama. After a comprehensive search, we ultimately concluded that our new location in Wetumpka, Alabama was not only optimal to enhance our manufacturing footprint and technologically advanced operations levels, but also ideal in terms of support from the local government and access to great new team members,” said Chris Blakeslee, president of Bella+Canvas.
In 2020, Wisconsin-based Phoenix Investors, a national private real estate fi rm, announced that an affi liate had acquired the former Russell Brands building in Wetumpka. Bella+Canvas is leasing a portion of the building at 3145 Elmore Road from the fi rm for their fabric-cutting facility. (logoed sports bras and tapered leggings), the brand said in a media release.
The crocodile has been redesigned and pixelated by the Minecraft Creative Studio and iconic quotes from both brands are featured on the collection’s key pieces.
Lacoste collaborates with Minecraft for new collection
Lacoste has collaborated with Minecraft to launch the Lacoste x Minecraft collection of new essentials designed for Spring/ Summer 2022 featuring both digital and physical pieces. The collection is a 360° wardrobe for men, women and children, where the ready-to-wear and accessories are adorned with the pixelated graphics of Minecraft.
The Lacoste x Minecraft collection mixes mythical pieces from Emblemtek_Imprint_March-April-2022-1.pdf 1 02-18-2022 10:the crocodile brand (printed polo, monochrome sweatshirt, 38 AM cap featuring a big crocodile) and more sportswear elements
Rising freight rates put more pressure on strained global supply chain
The pandemic has wreaked havoc on global supply chains, and now the Russia-Ukraine war is severely disrupting shipping and air freight. As Russian forces cut off shipping routes, logistics fi rms are suspending services and as as a result, air freight rates are rising rapidly. In South Korea, government data showed outbound container shipping costs shot up in February from a year earlier, posing a big burden to exporters. There is usually a build-up of vessels seeking to enter China following the Lunar New Year holidays, but volumes this year are being exacerbated by lockdowns aimed at curbing outbreaks of the novel coronavirus. There’s also a growing backlog of vessels off the ports of Shanghai, Ningbo and Zhoushan. Shipping lines like AP Moller-Maersk have canceled services to Russia and halted some rail shipments from China into Europe. A continuing surge in global oil and gas prices due to the Russian invasion of Ukraine are adding to infl ation risks in China as factory costs remain elevated. The average rate for a 40-foot container from South Korea to the European Union rose to USD $11,300 in February this year, up by 261.5 per cent from a year earlier, according to the data from the Korea Customs Service. Compared with the previous month, the cost was up by 9.5 per cent. The average freight rate for a 40-foot container from South Korea to the US west coast also surged by 188 per cent year on year to US $12,800 in February. Industry experts are concerned that container shipping rates could rise further due to increased economic volatility stemming from Russia’s invasion of Ukraine.
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GOLF & BUSINESS: THE PERFECT COUPLE CONTʼDPG 12,14 SPOTLIGHTING YOUR DIGITAL FOOTPRINT CONTʼD PG 6 SUPPLIER NEWS MILLION DOLLAR CONVERSATIONS 16 EMPOWER YOUR BRAND WITH ENCHANTMENT
NEW PRODUCT SPOTLIGHTS
20 WEARABLES SHOWCASE 28 ADVERTISING SPECIALTY SHOWCASE 32 SUPPLIES & EQUIPMENT SHOWCASE
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Digital Footprint continued from Page 1
is is an interesting dilemma: more internet users but not as dramatic of an average time increase on social platforms meant to share digital content. A key question arises from this data – how do companies spotlight their digital content so as to have longevity for years to come, when there seems to be possible downward pressure on engagement? e answer lies in the type of digital engagement used to capture user attention fully when they are online.
Consider these three types of digital engagement as an organization’s new staple to put a spotlight on their digital footprint.
Live Stream Video & Audio
One great way to incorporate digital engagement is to have it in real time. Live streaming of either video or audio allows the audience to comment, share and engage as the conversation progresses. is is also a great way to move the conversation to one that is more relevant in the moment for the audience members. is can be a scary endeavour as companies do not have full control over the content as it is being created. However, in those unscripted moments, true and amazing digital engagement can be found. And because the live streaming allows for audience engagement, the impact of the content will resonate for those audience members.
Giving up control of how the content unfolds has risk but so much more reward. Involving your audience in your content
is a great way to make the content relevant in that moment and for future audiences who will be listening to great live engagement.
PRO TIP: Limit live stream to 30 minutes or less to keep the conversation in the intended lane.
User Generated Content
Some of the best content that can be generated is content that is generated by customers and clients. User generated content provides prospects with information that is highly applicable because it comes from a similar viewpoint. User generated content can also answer questions and concerns that companies are not aware of and in a way that provides the appropriate type of information future customers want to know.
User generated content allows customers to become company advocates. is type of free publicity also provides di erent voices in an organization’s digital content and some amazing perspectives can be provided.
What’s more, content that is created by happy customers can provide alternate points of view and new messaging that might not have been considered. Most user generated content will be limited to social media posts, images and video. However, any user generated content can be repurposed and shared on other digital channels, which provides additional content options.
PRO TIP: Ask customers to share their user generated content on their company socials.
Virtual Events & Communities
Allowing for virtual events and communities as additions or alternatives to in person options provide a platform for customers to engage exclusively with one another. is is an important consideration, as many organizations want to insert themselves directly into conversations when stepping aside and allowing authentic connection can be exactly what customers need.
ese types of virtual engagements allow companies to be a proverbial y on the wall. Seeing the types of conversations customers have with one another can show the current concerns of the day. is can provide future opportunities to create solutions for the customer base, and expand into untapped product and services areas.
Virtual events and communities can also provide the support customers need as they learn how to use these products and services, from basic 101 guides to ingenious hacks. Being aware of the types of questions as well as answers can provide additional content ideas, such as cheat sheets, videos that address common issues and tips and tricks to get the most out of the purchased products and services.
PRO TIP: Resist the urge to be an active participant in the virtual conversations unless invited. ere is one theme that appears with each of these types of content – the audience is in the creation driving seat. By allowing customers to create the digital content, they will also be much more inclined to engage with that content, including comments and sharing. Content that is developed from the customers’ perspective dramatically increases the chance of that content being highly relevant. Relevant content will have a much longer shelf life in the digital world and allow more eyes to see it.
Strong digital engagement can provide the spotlight organizations need on their digital footprint. Bring these types of digital engagement into a regular rotation to create longevity in digital content.
About the Author:
Lisa Apolinski, CMC, is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Persuade With A Digital Content Story, was named one of the top content marketing books in the world by Book Authority. For information on her agency’s digital services visit www.3DogWrite.com.
