Imprint Canada Volume 20, Issue 2: March/April 2013

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A Tristan Communications Ltd. Publication

Canadian behavioural study reveals golfer participation and engagement are down

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Volume 20, Issue 2

Four Reasons Why You Should Source from Domestic Suppliers Part two in a six-part series By Adriano Aldini, Imprint Canada

In September 2012, the National Allied Golf Associations (NAGA) published its Canadian Golf Consumer Behaviour Study. The study revealed a growing lack of engagement in the sport among non-avid players, which are defined by those that play less than 26 rounds per year. Among the core findings, the study notes that there is limited interest in the sport outside those that currently participate in the game, with only 26 per cent of the effective population actually participating in the sport. The study, conducted by NAVICOM on behalf of NAGA in order to help better understand the current state of golf in Canada, was the second Canadian golf industry study. The original study conducted by NAGA was the Canadian Golf Economic Impact Study which was published in August of 2009. The ultimate goal of the Canadian Golf Consumer Behaviour Study was to provide statistical and predictive insight that can serve as a learning resource for NAGA and its respective stakeholders within the Canadian golf industry, as well as the factors that influence the behaviour of consumers as they relate to golf. The study's findings are summarized, starting on page 12.

Continuing throughout 2013, Imprint Canada will be running a six-part series which examines the pros and cons of sourcing custom promotional programs directly from overseas manufacturers versus domestic suppliers. Last issue, we looked the topic of sourcing custom programs direct from overseas manufacturers and we addressed the inherent perils and pitfalls associated with this course of action. To recap briefly, some of the key obstacles for buyers who attempt to utilize the direct sourcing model include: difficulties in finding and securing the right manufac-

turer to partner with; sourcing the materials needed in the program; managing program execution details from afar; establishing and maintaining clear communication between local design team and overseas factory floor; ensuring quality control; managing costly shipping & inventory logistics. In part 2 of this series, we look at four reasons why you should consider sourcing from suppliers and manufacturers who produce in Canada and / or have a domestic base of operations for your custom promotional programs. <W]ZKQVO 5WKITTa ,WV\QV]ML WV 9IOM

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Source: Canadian Golf Consumer Behaviour Study, conducted by NAVICOM on behalf of the National Allied Golf Associations (NAGA)

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Get caught up on the latest industry news

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Mark Venit examines the use of descriptors and tag lines to better help position your company in the minds of current and potential customers 10 =4F ?A>3D2C B?>C;867CB

Imprint Canada's showcases the newest wearable fashions, advertising specialty items, supplies and equipment 16

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Imprint Canada examines the value of the Canadian Dollar vs. its American counterpart 38

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IMPRINT CANADA March/April 2013 - Volume 20, Number 2

Follow us: twitter.com/imprint_canada

MARCH/APRIL 2013 asked why the big difference in pricing. Neither the employee or manager could give account for the 40 per cent difference in price in light of the fact that the currencies are almost at par with each other. I asked if I could pay in American currency but was informed that they were not set up to process that. Needless to say, I walked out with no products, only a very bad taste of frustration in my mouth. All senses fulfilled.

The Sixth Sense On a recent shopping excursion with my better half, I visited a hip fashion store geared to teens. The visit allowed me to work all of my senses. Visually, the store was so dark that I had to strain at finding my way around. The music was so loud I couldn't even hear myself think. The sales staff was walking around in flip flops so I knew that the heat stroke I was about to suffer from was unlikely caused from the snowstorm I drove through to get to the mall. The only positive impression made upon me was by the scent that the employees have perfumed the store with. I asked for a bottle of the scent and then proceeded to the long lineup to pay. It was while I waited that I noticed the price on the packaging: $50 USA; $70 CDN. When it came to my turn to step up to the cashier, I

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As a result of a recent report titled The CANADAUSA Price Gap by the Standing Senate Committee on National Finance, the findings recommended "the Government of Canada should conduct a comprehensive review of Canadian tariffs, with the aim of reducing price discrepancies for certain products between Canada and the United States."

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FOUR REASONS WHY YOU SHOULD SOURCE FROM DOMESTIC SUPPLIERS CONTINUED ON PAGE 6

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INDUSTRY NEWS TORONTO IMPRINT CANADA SHOW COLLAGE WHAT'S IN A NAME? (PART 4) CANADIAN GOLF BEHAVIOURAL STUDY BY THE NUMBERS

The committee looked at the contribution of country pricing and market segmentation, custom tariffs, exchange rates, fuel prices, postage threshold pricing, and competition levels.

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WEARABLES SHOWCASE

Diane J. Brisebois, President and CEO, Retail Council of Canada has been quoted as saying that, "Minister Flaherty mandated the Senate Committee to explore the root causes behind differences in price between Canada and U.S. The Committee's findings illustrate that without change, Canadian retailers will continue to operate at a cost disadvantage."

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AD SPECIALTY SHOWCASE

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SUPPLIES & EQUIPMENT SHOWCASE

Brisebois has also been quoted as saying in a recent CBC News Canada story, "A May 2012 report from Bank of Montreal estimated that cross-border shopping is costing the Canadian economy approximately $20 billion per year, and TM says the government is losing another $8 billion to $10 billion in tax revenue. We have Canadian manufacturers who are selling to Canadian retailers at a higher price than they are to U.S. retailers," she explained. "And the product is made here. It doesn't make sense." The Canada - USA Price Gap report concluded that Canadian government legislation should be investigated in order to achieve a level playing field for Canadian retailers. Until that happens, Canadian consumers will not be able to fully benefit from the stronger Canadian dollar. As consumers are only tool in this fight is to use our sixth sense common sense.

PUBLISHER Tony Muccilli : tony@imprintcanada.com PRODUCTION MANAGEMENT Adriano Aldini : news@imprintcanada.com

CONTRIBUTING WRITERS Mark L. Venit, Ted Stahl, Adriano Aldini, Fran McAvity 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

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Industry News Ash City launches new CORE365™ Line

Announces New Dedicated Sales Representative Position Ash City launched their exciting new CORE365™ line as part of their dynamic Spring 2013 Collection which is made up of 39 new styles. The new CORE365™ line places a strategic focus on functional styling and performance, which makes it well suited for uniforms, team wear, the hospitality industry, golf and fundraising activities. “This product line has all the quality you expect from Ash City, and is extremely affordable” said Mabel Kwok, Director Design and Merchandising. “CORE365™ has great appeal from its amazing range of matchable colorways, to the uncompromising functions and style details”. The CORE365™ line is comprised of five innovative styles: a performance pique polo (ORIGIN); a performance crew neck (PACE); an unlined lightweight jacket (MOTIVATE); a 2-layer fleece bonded soft shell jacket (CRUISE); a seam-sealed lightweight variegated ripstop jacket (CLIMATE).

New Dedicated Sales Representative

Ash City is also very pleased to announce that Spencer Linwood (pictured, above right) has taken on the newly created position of Dedicated Sales Representative for the

Golden Horseshoe and South Central Ontario territory. After two effective years leading our Canadian sales force as National Sales Manager, Spencer has chosen to embrace his passion for selling and “get back on the road” full-time. He looks forward to providing a focused service approach to the valued customers in his home territory of South Western Ontario – essentially, making a return to his roots. With 20 plus years of experience, working as a mentor and “Coach” to both his co-workers and customers, Spencer is the ideal candidate to spearhead this new Dedicated Sales Representative position for Ash City. The combination of Spencer and Mike Bernard completes the dedicated sales approach for the company in South Western Ontario. Together, they will work to ensure that a new standard for sales and customer service will be achieved for Ash City’s customers within their respective territories.

Joto launches new integrated online e-commerce solution Joto has announced it has launched its new, completely redesigned website which features a fully integrated e-commerce solution that enables customers to place their orders, and receive a shipping quote based on the warehouse closest to their location. The new website also features easier user navigation, expanded product support, technical how-to videos, and product features and benefits. "Our customers and visitors will now experience a more vibrant and seamless view of the digital imaging

products, systems and online resources we have to offer," says Mark Collister, President of Joto. "The redesign of the Joto Web site creates a new home for our customers to access the information required on products they may already be purchasing and provide the necessary details on new technologies they may be considering to add to their business,” he added. To service both the US and Canadian markets Joto has launched jotopaper.ca for Canadian customers and jotopaper.com for U.S. customers.

Delta Apparel launches Canadian Distribution Centre

Delta Apparel is proud to announce its first global apparel expansion outside of the U.S. with the opening of its new Canadian distribution centre. "We are very excited about being in Canada," said Todd Scarborough, President of Sales, Marketing, Merchandising for Delta Apparel. Delta Apparel is a well-established apparel manufacturing and distribution company that has been in business since 1903. The company produces and distributes all of its own product, which includes of wide array of T-shirts in a variety of styles and fabric compositions. "We've been working over the past 12 months to get our distribution centre ready and our inventory positions aligned, and we are very excited to have Terry Nojd - who is a long time veteran of the Canadian industry - head up national sales in Canada," said Scarborough. The new distribution centre is located in Etobicoke, Ontario at 105 Iron Street, M9W 5L9. All customer service operations will be hosted in Delta Apparel's main service centre in Atlanta, Georgia. "When Canadian customers need assistance, they can call our toll-free number and speak with our experienced customer service agents who are expertly trained on our entire product offering," added Scarborough. For more information, customers can contact Delta Apparel Toll-Free at 1(800)285-4456 or email: customer.service@deltaapparel.com.

King Athletics announces new Director of Business Development

King Athletics is pleased to announce that Dennis Brockman (pictured, top right) has joined the King Athletics Team as the new Director of Business Development. industry specific social network where users can ask quesDennis brings over 35 years tions, collaborate on projects, and share information. of experience in the corporate and "Our goal with commonsku was to create an open and private label sportswear industry to more transparent supply chain," said CEO, Mark Graham. King Athletics. He brings his long "The platform applies the principles of social media to the lasting and loyal relationships with enterprise so people can interact in real time within their his many customers and previous companies and across the supply chain." organizations which he was affiliated. Dennis will be responsible for Ontario, while John Coupar (pictured right) continues to oversee British Columbia. "I look forward to this new challenge and working with the King Athletics Team to grow our brand. I will also introduce the KA brand into the United States through our newly opened office in Niagara Falls, N.Y.," said Dennis. Dennis can be reached at dennismbrockman@gmail.com; John Coupar can be reached at johncoupar@telus.net.

Commonsku launches free social network Commonsku has launched a free version of its social collaboration tool for the promotional products industry. Suppliers, distributors, and industry associations can create their industry profile and company network by entering their work email address at www.commonsku.com. The platform allows users to connect with other professionals and share information within a promotional

Westhall Apparel announces new Quebec sales representation Westhall Apparel is proud to announce that it has expanded its sales representation to Quebec. Agence Nordiq will be joining Westhall Apparel’s new sales team and will be responsible for the Quebec region. Agence Nordiq joins Westhall’s strategic team of sales representation based throughout the country. "We are very excited with our new team additions and are looking forward to continuing to make 2013 a great year," says Gabe Palumbo, president and CEO or Westhall Apparel. Agence Nordiq can be reached at: 2885 le Corbusier, Suit A, Laval, QC, Tel: 450-681 6673 For retail sales and collegiate sales book store, contact Catherin Palumbo, Tel: 416-791-0845; email: Catherine@needleworksltd.com 4

IMPRINT CANADA | March/April 2013

Industry News, continued on page 8

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1. More Control It's human nature to want to have control, especially when it comes to your business. When you're sourcing directly from a company based in Canada (as opposed to somewhere overseas), it's far easier to establish and maintain a level of control that typically isn't otherwise possible. There are several factors that contribute to this added control, with one of the primary being improved communication. It's far easier to control the many variables that go into producing custom programs - i.e. sourcing materials, approving patterns, program execution and workflow, et cetera - when you deal with a supply partner that is based in the same country. While proximity doesn't always equate to better communication, sharing the same language, business norms, and cultural understandings surely helps to foster communication more than it does to impede it. This streamlined communication leads to more control, as any issues that arise can be addressed in a more timely, practical matter. Depending on your location in relation to your supplier, you'll have the ability to drop in and visit their facility, meet with your partners in person, and secure invaluable face time with your supplier to discuss the intricacies of your program during the critical development stages. If your supplier happens to be out of province, you can always hop on a quick flight (which tend to be much shorter and less costly than trans-Pacific ones) or you can pick up the phone at anytime during the work week and speak with your supplier regarding your order - in English and/ or French, no less. Another factor which gives you more control when sourcing from a local supplier is competition; our industry is filled with many reputable domestic suppliers all striving

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3. Faster Turnaround to ensure they get your valuable custom order business. Depending on your program size and negotiating savvy, you may be able to leverage this reality to help you.

2. Less Risk While sourcing locally does improve the control you will have over your buying decisions, at the same time it also minimizes your risk (talk about a win/win). Should any significant issues arise with your program - be it in regards to quality control, fulfilment or otherwise - you will more than likely have legitimate recourse with your domestic supplier, and have the issue sorted out. More than likely, you won't be stuck out of pocket if a major issue arrises; the same, unfortunately, cannot be said

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when sourcing direct from overseas. While many domestic suppliers may physically produce their products overseas, all of their sales, marketing and customer service departments are based locally, which gives you the support and infrastructure you will need in a parter. Sourcing your custom programs via established domestic supply channel also tends to minimize your risk as it relates to overall logistics. Complex and time-consuming factors such as freight, customs, exchange rates, duties, et cetera are already being handled by your supplier so you won't have to. Another risk reduction comes in the form of lower inventory costs; often custom orders placed with domestic suppliers are much smaller than they would need to be if you went direct to an overseas manufacturer. What this means is that you can buy less more often, thereby helping you remain flexible with your seasonal planning while preventing your valuable cash flow from being tied up in inventory.

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In the first article of this series, we touched upon five pitfalls to look out for when sourcing direct from an overseas manufacturer. Each of those factors - from finding the right manufacturer, sourcing the right material, getting your design team on the same page as factory staff overseas, quality control, supply chain management, shipping and logistic - in the end, takes up a lot of time and often pushes completion dates back (sometimes to the point where delivery is too late). What good is your clients' spring program when it finally lands in May instead of March? A simple and easy way to circumvent many of these delays is to source your custom programs through reputable domestic suppliers. In doing so, not only will you gain control and minimize risk, as outlined in the two points noted above, but you'll also speed up your turnaround time. This is not to say that delays don't or won't happen if / when you source domestically, or that you wouldn't conceivably be able to produce a program faster in certain cases by sourcing direct; this is part and parcel of the realities of business. That said however, many of the lengthy delays that can arise from developing custom promotional programs will be diminished via the domestic model since the supply chain infrastructure is already in place and established. When you couple this with the improved communication you will likely have with domestic suppliers, any delays or miscues will more than likely be caught sooner and addressed in a more timely manner, thereby facilitating faster program turnaround.

4. Support Domestic Economy The global economic recession is anything but over. Pick up the business section of any newspaper and you'll see that fear and uncertainty is ever-present in all the major economies around the world. Canadians, by nature, are a giving and forgiving bunch; that doesn't mean we shouldn't do everything we can to protect and nurture our economy. While Canada remains in good economic shape relative to other G7 economies, that is not to say that conditions couldn't be better. Supporting domestic businesses - especially those that still manufacture their products in Canada - is vital to the sustainable growth of the Canadian economy. While many suppliers in our industry have production facilities overseas, almost all of them operate with their head offices or key divisions in here Canada. This brings with it vital employment opportunities, tax revenue and productivity which helps drive our local economies. In the next issue of Imprint Canada, this article series will highlight the rising costs of energy and how it this will impact your sourcing decisions.

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The 2013 Toronto Imprint Canada Show buzzed with a positive energy from nearly 3,000 buyers who got a jump on the newest offerings from the industry's leading suppliers. Congratulations to Jeff King of Fruit of the Loom Canada, who was presented with the Robert L. Scott Memorial Award - an honour presented to the individual who best displays unparalleled commitment, integrity and enthusiasm for the Canadian Imprintable Products Industry.

Jeff King (picture #1, left) accepts his award from last year's recipient Rubenstein Bros.' Kevin Price (right). Congratulations also to SanMar Canada (picture #2) and to Gildan Activewear (picture #3)for winning the Best Sales Environment Award, and Booth Design Award, respectively, as voted by attendees. The Imprint Canada Show returns to Toronto January 10 & 11, 2014, but first stops in Calgary on October 18 & 19, 2013.

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Industry News

continued from page 4

American Apparel Inc. announces fourth quarter and year end results American Apparel Inc. announced increases in net sales of 13 per cent and 10 per cent for the year end and fourth quarter, respectively, while gross profit was up 11 per cent in 2012 to $327.4 million (all figures USD). Gross profit in the fourth quarter also jumped 11 per cent from the same period last year to $93.1 million. "We are pleased with our fourth quarter results that again show solid growth and continuing momentum in all business segments and almost all major geographies," said Dov Charney, chairman and CEO. "Although we are pleased with this growth, we are focused on continuing to improve our financial performance. During this past year, we have carefully invested in systems and infrastructure to facilitate future growth," he added. Other key financial numbers released were as follows: • Comparable retail store sales: Up 13% for 2012 and up 7% for the fourth quarter. • Online sales: Up 30% for 2012 and up 42 % for the fourth quarter. • Wholesale sales: Up 12% for 2012 and 19% for the fourth quarter. • Earnings (Loss) per Share, Diluted: Up $0.07 per share to a loss of $0.35 in 2012 (from a loss of $0.42 in 2011). Up $0.15 per share to $0.04 in the fourth quarter of 2012 (from a loss of $0.11 in Q4 2011).

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“What’s In a Name? - Part IV: Cool Tag Lines and Intelligent Descriptors� Mark L. Venit, MBA

In the previous three parts of this article series, the discussion regarding business names covered considerations in naming or re-naming your company and using tag lines to better position and define your enterprise in the minds of your customers and prospects. Now, we’ll turn our attention to putting a tag line to work for you to help make your case in the minds of prospects and customers. A classic tag line developed by industry pioneer Dan Gray – who is better known as “Daffy Dan� in the 1970s - focused on the famous Cleveland, Ohio, entrepreneur’s innovative concept of imprinting his interlocking “DD� icon on sleeves of the shirts his company decorated. Say Daffy Dan’s to someone from Cleveland and they’re likely to smile and say out loud in response: “If your T-shirt doesn’t have a DD on the sleeve, it’s just underwear!� Daffy Dan is still a well-recognized celebrity in Cleveland, known for his signature handle-bar mustache. But even more so for his company’s catchy, memorable, and powerful tag line that has been hard at work helping position the firm ever since its debut four decades ago. And despite the age of the phrase, it’s still proudly proclaimed in all of the firm’s advertising and marketing materials. And the company’s shirts still get the double-D icon treatment. [www.daffydan.com] In a campaign I worked on several years back for a Midwestern US client, I developed the tag line “Instant Answers, Fast Quotes, and Guaranteed 3-Day Delivery.� Radio was the primary medium used to get the word out; the airtime budget was $16,000, run over eight weeks on three stations -- soft rock, country, and a time-slot leading show (Rush Limbaugh) on a news-talk station. The tag line, which admittedly is a bit longer than I usually like, clearly addressed the frustration that prospects had with the competition, which consistently proved slow on response and evasive or impossible on giving quotes to callers seeking information and pricing. True or not about the competitors, these characteristics were the measured perceptions about the other guys. Typical competitors’ phone responses included “We don’t quote over the phone�; “We have to see your art before we give a price�;

“You have to speak with the owner and he’s out until about four�; and “We’ll beat any price.� The campaign struck a nerve and scored more than 40 new accounts, whose purchasing volume over 12 months (measured from the onset of the radio spots) totaled $141,000. And that was in addition to the additional business stimulated from former customers and existing accounts. Given that some 80 per cent of these accounts will continue to buy from the company for many years (data source: Apparel Graphics Institute, 2009 survey), the value of this campaign could easily chalk up a half-million dollars in five years as well as generating more volume through referrals. Here are some tag lines I’ve used successfully for decades. They’re still popular with my clients. Borrow what you’d like, a small gift from me to you as an Imprint Canada reader:

• Targeting business customers? "We make good companies look great!"

• Targeting teams and leagues?

“Where [insert your area]’s best dressed teams buy winning uniforms!�

• Positioning against slower competitors? "Guaranteed 3-Day Turnaround"

• Positioning against low-balling competitors? "Get the good stuff �

THE all-time most popular tag line among my clients for the past 30 years? "We sell attention!� Sometimes, this tag line takes the form of "We sell attention! You get results!"‌ (Please note "We sell attention!� is protected via copyright and its use is restricted only to companies who’ve secured legal authorization. For details on obtaining a license, please contact the author.)

Differentiating Your Company from the Pack Each of the tag lines above and, of course, those you’ll develop on your own, will help differentiate your company. But why is this effort necessary? Let look at that tag line “We sell attention!� for its goal or

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goals. The offer, claim, and positioning strategy addresses specific aspects of prospects’ perceptions about what they’re buying; or, rather, what they think they’re buying. “We sell attention!� is designed to jog would-be buyers minds’ to expand their thinking beyond the notion that all sellers and producers of decorated apparel all do the same thing, on the same products, with the same results. The typical uneducated buyer believes all he or she needs to know to differentiate one vendor from another is the prices they’re charging. He or she believes that what you sell, and what you do are commodities. The thinking here goes that if he or she is buying flour, sugar, eggs, milk, gasoline, salt, tissue paper, or toilet bowl cleaner, it’s all pretty much the same stuff and why pay more for any of these commodities? That’s essentially the same thinking they have about apparel decorators and apparel decorating – we are - in their minds - simply a commodity. When pressed to think that there could be differences among any of the commodities suggested above, folks might adjust their thinking, though not by much. That’s the type of thinking you need to combat our industry’s commoditization factor to successfully differentiate your company from the others. Your failure to change this perception leaves prospects committed to one main standard of differentiating you from the next guy: price. Differentiation is a critical function of positioning; think of it simply as explaining why you’re different, or better, or friendlier, or easier to do business with, or smarter, or whatever else sets you apart from the pack. You need to say it, you need to show it, and you need to prove it, if you are to make your case successfully.

Descriptors A descriptor is a significant word, phrase, or specific terminology used to help your customers and prospects get a quick handle on just what it is that you do, or sell, or offer in the way of other benefits and services. It’s easiest to explain it by presenting it in conjunction with a company name. True North Custom Apparel and Promotions sells and does lots of different things. To get people who see their ads, websites, signage or other materials zoned in quickly, True North has added a few words that get right to the point.

Kinda says it all, doesn’t it? Hopefully by reading Parts I through IV on company names, tag lines, and descriptors, you’re now on firm ground to effect a better position for your company. I trust you’ve gotten plenty of food for thought about contemplating a name change for your company (or choosing a second name) and presenting it to your markets with greater precision and greater understanding about what it is that you actually do and sell! Now‌it’s your move.

Mark L. Venit, MBA, provides management and marketing consulting and proprietary research to apparel graphics companies throughout the Americas and Europe. He’s the author of several books and over 500 articles published in trade magazines and professional journals. His book, The Business of T-Shirts: A Textbook for Success in Marketing and Selling Decorated Apparel, released in March 2011, is available from Stahls' Canada and from the author. Venit is engaged extensively as an expert witness, qualified in all U.S. and Canadian jurisdictions in the areas of trademark and copyright applications, business conventions and trade practices in the apparel graphics industry. A former professor of advertising and marketing, Venit earned his bachelors and masters degrees at Temple University in Philadelphia, Pennsylvania. Mark Venit can be reached at: markvenit@cs.com, 410.641.7300.

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YOU NEVER HAVE TO RUN ALONE

New Balance® performance apparel is now available in wholesale. Offered in companion styles in 100% polyester fabrics, these athletic designs deliver what your active customers demand. For more information contact us at NewBalance2013@Gildan.com

Gildan is an authorized licensee of New Balance Athletic Shoe, Inc. New Balance® and the flying NB are registered trademarks of New Balance Athletic Shoe, Inc.

Source: Canadian Golf Consumer Behaviour Study, conducted by NAVICOM on behalf of the National Allied Golf Associations. Findings Report, published September 2012 New Golfer

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Overall, there is no growth in the number of people playing golf in Canada. Among the population of approximately 5.7 million golfers, the number of people entering the game (1.026 million - or - 18 %) is equal to the number of people leaving the game. Lapsed Golfer No Longer Plays

The number of golfers playing fewer rounds (38%) is more than double the number of golfers playing more rounds (14%). 025( 5281'6 7+$1 868$/ $3352;

There is limited interest in the sport outside those that currently participate in the game. The effective population of potential golfers in Canada is 21.2 million. Only 26% (approximately 5.7 million) of the effective population engage in the sport.

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Made in USA Polos That’s American. That’s

Fine Jersey S/S Leisure Shirt – 2412 / Unisex – 100% Ring-Spun Combed Cotton – 4.3 oz/yd² = 146 g/m² – 9 Colors Available – Cranberry / 7426 U

Founded in Montreal

You Can Order Mill Direct!

Made in USA Sweatshop Free American Apparel is Jobs. At American Apparel we leverage art, design, innovation, and technology to advance our business. Our workers earn fair wages, pay millions of dollars in taxes, and have access to comprehensive medical programs.

American Apparel —Canada 1550 Metcalfe Room 704 Montreal, QC H3A 1X6 Tel: +1 (514) 940–1301 Fax: +1 (514) 939–0695 canadacsr@americanapparel.net American Apparel —Factory HQ USA 747 Warehouse St. Los Angeles, CA 90021 Wholesale Imprintable Division americanapparel.net/wholesale

Cotton Pique S/S Tennis Shirt

Tri-Blend S/S Leisure Shirt

– PQ412 / Unisex – 100% Ring-Spun Combed Cotton – 4.5 oz/yd² = 153 g/m² – 17 Colors Available

– RSATR412 / Unisex – 50% Polyester 25% Ring-Spun Combed Cotton 25% Rayon – 3.7 oz/yd² = 125 g/m² – 4 Colors Available

– Mossy Green / 8321 U – Summer Peach / 196 U

– Athletic Grey / 424 U – Athletic Blue / 542 U

CORE GS N FINDI

Source: Canadian Golf Consumer Behaviour Study, conducted by NAVICOM on behalf of the National Allied Golf Associations. Findings Report, published September 2012

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The majority of rounds of golf are being played by less than 26% of golfers. Of the remaining 74% who are considered “fringe� players, occasional golfers are down 17% and infrequent golfers are down 49%

26+ rounds per year

Occasional 36%

684,000 golfers

Infrequent 38% Avid 12%

9-25 rounds per year 798,000 golfers

4-8 rounds per year

Frequent 14%

2,052,000 golfers

1-3 rounds per year 2,166,000 golfers

969,000 of today’s golfers played golf as a child (6 - 11 years)

399,000 of today’s golfers have a child (6 - 11 years) that plays golf

1.31 million of today’s golfers took up golf as a junior (12 - 17 years)

513,000 of today’s golfers have a junior (12 - 17 years) plays golf

IMPRINT CANADA _ 0DUFK $SULO

NEW Spring Polos 10 Modern, Stylish & Classic styles in an array of fabulous colours.

Contrast dye detail

Snag resistant

14 Colours

Modern

Classic

Albula - 16207/96207

Westlake - 16606/96606

Stylish Shima - 16506/96506

Customize with Innovative Decoration Techniques. Visit www.trimarksportswear.com/decoration to be inspired.

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1701 shown in kelly green

THE SURF TEE Offering a slimmer drape, the Surf Tee is a great lightweight option for summer. Style 1701 is constructed of 9.1 oz soft-spun 100% cotton tubular jersey, now available in 27 color options and sizes XS-3XL.

866.275.7860 | Canada Corporate | Toronto 800.353.3470 | A.N. Distributors | Edmonton 800.663.1807 | Budget T-Shirt | Vancouver www.alstyle.com

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WINNING STRATEGY—Stahls’ Canada introduces

Custom Embroidered Patches PERMANENT APPLICATION—NO SEWING REQUIRED! Offer your customers textured, embroidered crests and patches that permanently apply with only a heat press. No sewing required. Our Custom Embroidered Patches are perfect for hats, jerseys, sweatshirts and more.

ECONOMICAL Pricing as low as $.08/square inch*, even detailed, high stitch crests are affordable.

QUICK & EASY Combine twill and embroidery in a fully finished crest for application in as little as 20 seconds. Compatible with cotton and polyester fabrics.

<\aTQ[P 6MV [ ? 7MKS[

),33( *(5=(: PZ VMMLYPUN [OLPY Z[`SPZO YL[HPS X\HSP[` ;YPISLUK = ULJRZ MVY 4LU *VUZ[Y\J[LK MYVT H Z\WLY ZVM[ ISLUK VM WVS` LZ[LY JVTILK HUK YPUN ZW\U JV[[VU HUK YH`VU [OPZ NHYTLU[ KLSP]LYZ H JVTMVY[HISL Ă„ [ ^P[O YL[HPS Z[`SPUN (]HPSHISL PU H ^PKL YHUNL VM JVSV\YZ HUK H M\SS YHUNL VM ZPaLZ MVY IV[O OPT HUK OLY

CALL US TODAY FOR MORE DETAILS. 800.521.5255

*Custom Embroidered Patches can also be ordered with a non-permanent adhesive for as low as $.07/square inch. Sew disk not included.

StahlsCanada.ca

P: 800.521.5255

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IMPRINT CANADA _ 0DUFK $SULO

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VIEW THE ENTIRE COLLECTION AT BELLA.COM

BE DIFFERENT WITH THE FLOWY COLLECTION. BELLA + CANVAS DISTRIBUTED BY: MODES GÉANTES/GIANT FASHIONS Montreal, QC (800) 361-0777, SANMAR CANADA Calgary, AB (403) 735-9540, Mississauga, ON (800) 668-0899, Richmond, BC (800) 663-7965, TECHNOSPORT Anjou/Montreal (800) 711-1600, Calgary, AB (888) 442-8587, Burnaby, BC (855) 549-4797, Woodbridge, ON (800) 569-6980, Moncton, NB (888) 523-8181, TOBA SPORTSWEAR Winnipeg, MB (888) 632-8622, WESTMOUNT DISTRIBUTORS London, ON (800) 461-4906

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IMPRINT CANADA _ 0DUFK $SULO

High quality league kits Kit ARES 100% polyester available in sizes 2XS to 2XL also available in long-sleeve

n a s h r t e re lay o M 0 p ar 0 we 0 , 25 will VA O 3 V I G 201 in

4 weeks delivery on large quantities

Kit CAPO 100% polyester available in sizes 2XS to XL also available in long-sleeve

High quality matching socks

sales@givova.ca

1.416.289.2899

contact us to be a distributor in your community

&$1$',$1 '2//$5 YV 8 6 '2//$5 Sources: Bank of Canada; The Canada - USA Price Gap - Report of the Standing Committee on National Finance, Statistics Canada

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10-YEAR MONTHLY AVERAGE EXCHANGE RATE

February 2003 - February 2013 8 6 'ROODU &ORVH

February 2003 - February 2013

Average low

Average high 3$5,7< &$' 86'

$1.0463 USD $0.6614 USD February 2003

July 2011

10 Year Monthly Average - $0.8854 USD

CAD-USD EXCHANGE RATE

<HDU 0RQWKO\ $YHUDJH ([FKDQJH 5DWH February 2008 - February 2013

JANUARY 2000 - MARCH 2012

8 6 'ROODU &ORVH

Average high

Average low

$1.0463 USD $0.7915 USD July 2011

March 2009

5 Year Monthly Average - $0.9573 USD

&5266 %25'(5 6+233,1* $1' 7+( (;&+$1*( 5$7( Sources: The Canada - USA Price Gap - Report of the Standing Committee on National Finance, Statistics Canada

0RQWKO\ 1XPEHU RI &DQDGLDQ 7UDYHOOHUV DQG $PHULFDQ 7UDYHOOHUV E\ $XWRPRELOH January 2000 - February 2012

IMPRINT CANADA _ 0DUFK $SULO

2.4 million

11% - 114%

Average number of Canadians each month in 2011 who made a same day trip across the border by car

Price range that Canadian retailers pay more for on a random basket of identical goods compared to U.S. retailers

32.8%

90%

increase from January 2002 in monthly Canadian travellers returning from U.S. by car when the Loonie reached parity in Jan’ 11

Percentage of goods imported into Canada entered duty-free. Of the 10% of goods subject to tariffs, 70% had a tariff rate of 0%.

©2013 Fruit of the Loom, Inc.

Our revolutionary high-density fabric offers

more than meets the eye. Take a closer look at our densest fabric yet, and you’ll see more detail in decorations than you ever thought possible. The fine gauge yarns of our HD fabric are knit tighter than ever for an incredibly smooth, consistent surface. The result is maximum ink coverage and incredible sharpness. Now available in two collections: the 8.3 ounce, Heavy Cotton HD™ and 10.0 ounce, Lofteez HD™. You’ll also find more colors, more styles and more choices across the board. All this and no price increase. With Fruit of the Loom HD™ fabric, there’s just more to love.

Scan to learn the Fruit HD difference.

MORE CONSISTENCY • MORE SHARPNESS • MORE VALUE

905.607.5500 • FruitActivewear.com/FruitHD

exclusive distributor of

style shown on model:

18Z0116

orange with navy and white tipping

www.canadasportswear.com

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