Imprint Canada MayJune 2012

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A Tristan Communications Ltd. Publication

Niche Decorator Makes Quite the Impression

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hree years ago, Tim Healey knew nothing about the promotional products industry, or about decorating apparel for that matter. Fast forward 36 months and his company Nuline Emboss has become the go-to specialty decorator for distributors in western Canada and beyond. Prior to his entrenchment in our industry, Healey worked as a sales rep in Edmonton for close to two decades in a variety of different sectors. One day back in 2009, Healey was shopping for tracksuits for his son’s hockey team and he came across a unique looking machine sitting idle in the back of warehouse. When asked what the machine was, the owner told him it was a debossing machine and that it was for sale if he wanted it. Not knowing the machine’s purpose, Healey took up the owner’s invitation to run a job with him on the weekend. He was so impressed with the machine that he bought it, and for the first six months worked after hours and on weekends servicing the pre-existing client base out of the back of the previous owner’s shop (while still keeping his “real job� as a sales rep). It didn’t take long for Healey to move the machine into a facility of his own and start working the business full-time, experimenting on different garments and substrates; up to that point gloves were the primary item that Nuline Emboss decorated. Not long after this move, Healey was able to negotiate the purchase of a die cutter from the manufacturer of his debossing machine; a move which allowed him to take full control of his in-house specialty decorating processes which today consists of laser etching, custom vinyl cutting, sublimation and heat transfer applications.

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Volume 19, Issue 3

Bright Shades Continue to "Light Up" T-shirt Sales! By Adriano Aldini

With spring in full swing and summer just around the corner, the staple by which all promotional apparel is gauged once again takes center stage. Young, old, male, female – you’d have a pretty tough time finding someone who doesn’t wear a T-shirt on a daily basis. It’s arguably the most popular garment in any wardrobe and, as the weather continues to warm, people will be peeling off their layers of clothing and showcasing their favorite T-shirts. What makes T-shirts so popular? Maybe the question would better phrased: What doesn't make T-shirts so popular? No other garment (save for maybe your favorite pair of jeans) is as classic, versatile and easy to care for as a T-shirt. They can be layered, dressed up, worn casually, completely customized and – best of all – they're one of the least expensive items you will own (your favorite jeans probably cost you upwards of $100). Whether 100% cotton, a poly/cotton mix, or made from a blend of fabrics, T-shirts of all shapes, colours and sizes will be what you and your clients will be donning this coming season. With that in mind, Imprint Canada takes a look at this year’s T-shirt trends and we highlight some useful decorating ideas that your clients may come asking you for this season. = [PQZ\[ ,WV\QV]ML WV 9IOM !

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Get caught up on the latest industry news

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Embroidery expert Beverley Field helps your business find the right digitizing partner 6 8B 8C C8<4 C> D?30C4 H>DA ;>6>. ?0AC

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Industry guru Mark L. Venit highlights the logo evolution of well-known brands and outlines critera when redesigning your own 12 ;4E4A064 H>DA <0A:4C8=6 20<?086=B F8C7 CF8CC4A C0:4 H>DA B7>? B ?A>3D2C8>= C> C74 =4GC ;4E4; F8C7 =4F BD??;84B 0=3 4@D8?<4=C >554A8=6B ?064 "

Fundamental social media tips to help you leverage your marketing campaigns 14

GRIDLOCK LIGHTWEIGHT JACKETS DOLOMITE PERFORMANCE POLOS

Flexibility pays off

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May/June 2012 - Volume 19, Number 3

May/June2012

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to protest the killing of Floridian Trayvor Martin. Rush was subsequently ejected from the chamber for violating the House's dress code.

What's Under the Hood?

A few years ago, I noticed that whenever one of my staff travelled by plane, he would wear a hoodie throughout the entire flight. Upon arrival, it would always become inevitably clear that he would have the most rest of all of us during our flights. Shortly after my realization, I too began wearing hoodies on my flights - stretching the hood over my head until it actually covered most of my face. And low and behold, I began to sleep like a baby on my flights. Since adopting this technique, strangers no longer talk to me during flights, no one wakes me up to ask me if I need anything, and I cannot remember the last time I received an elbow to the head from an attendant walking the aisle with their trolley. For good or bad, the hoodie has received its' fair share of publicity lately. This past March, U.S. Congressman Bobby Rush wore a hoodie on the floor of the U.S. House of Representatives

Just a few weeks ago, Facebook CEO Mark Zuckerberg made global business headlines when he turned up wearing a zip-up hoodie to a meeting with investors ahead of his company's IPO. Some market analysts commented that his attire exemplified a lack of respect for potential investors. Having launched the third largest IPO to date and $16 billion later, I wonder how many of those same analysts will be adding hoodies to their wardrobes? Medieval monks wore robes with hoods; Muhammad Ali wore hoodies when he trained for fights; students wear hoodies with pride to support their schools and teams; outdoor workers rely on hoodies in freezing temperatures. The vast majority of people who wear hoodies do so because it brings them a certain level of comfort. Whether going to the gym, or just plain running errands, hoodies have become a casual staple for many and a very popular garment at the promotional level in Canada, especially given our extreme winter weather conditions. In future, if you see someone on a flight with a hoodie pulled over their heads, don't be too quick to judge as they might just be resting up for their next high-powered meeting.

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BRIGHT SHADES CONTINUE TO LIGHT UP T-SHIRT SALES BUSINESS PROFILE: NULINE EMBOSS INDUSTRY NEWS IMPRINT Q & A FRESHENING YOUR COMPANY'S LOGO PLUGGED IN: SOCIAL MEDIA 2.0

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WEARABLES SHOWCASE

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AD SPECIALTY SHOWCASE

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SUPPLIES & EQUIPMENT SHOWCASE

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CANADA'S IMPORT & EXPORT NUMBERS PUBLISHER Tony Muccilli : tony@imprintcanada.com

TM

PRODUCTION MANAGEMENT Adriano Aldini : news@imprintcanada.com

CONTRIBUTING WRITERS Mark L. Venit Beverley Field

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

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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 Gildan Activewear reports second quarter results Announces acquisition of Anvil Holdings Inc. Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL) announced its financial results for the second quarter of its 2012 fiscal year. The company also recently announced it has acquired 100% of the common shares of Anvil Holdings, Inc. (Anvil).

Second Quarter Results Gildan's net earnings amounted to $26.9 million or $0.22 per share on a diluted basis for its second fiscal quarter ended April 1, 2012. This was compared with net earnings of $61.7 million or $0.50 per share in the second quarter 2011. The decline compared to last year was due to higher cotton costs, which impacted EPS in the second quarter by close to $0.70 versus 2011's fiscal second quarter. Net sales in the second quarter were $482.6 million which represents a 25.9 per cent increase from the same quarter last year. Sales for the Printwear segment amounted to $360.9 million, an 11.5 per cent increase, while sales for its Branded Apparel segment were up 104.2 per cent amounting to $121.6 million. The growth in sales for the Branded Apparel segment was due to the impact of the acquisition of Gold Toe Moretz, together with higher net selling prices, partially offset by the continuation of weaker retail market conditions and inventory destocking by retailers.

Year-to-Date Results Net sales for the first six months of fiscal 2012 are up 10.1 per cent compared to the same period last year.

Acquisition of Anvil Holdings Inc. Gildan Activewear Inc. recently announced that it has acquired Anvil Holdings, Inc. (Anvil) for a total purchase price of approximately $88 million.

The acquisition will be financed by utilization of Gildan's bank credit facility. Gildan will not assume any of Anvil's currently outstanding indebtedness. Anvil is a supplier of high-quality basic T-shirts and sport shirts for the printwear market. It has positioned itself as a supplier of high-value branded niche products within the U.S. distributor channel, including products such as Anvil Organic, Anvil Recycled and Anvil Sustainable. For its fiscal year ended January 28, 2012, Anvil generated EBITDA of approximately $17 million on sales revenues in excess of $200 million. The acquisition immediately provides Gildan with higher market share in the U.S. distributor channel, for the same investment that would be required to support the incremental sales revenues from the acquisition if they were generated through organic growth. Subsequent to the acquisition, Gildan intends to continue to pursue further sales growth in the printwear market, through leveraging the combined strengths of the two companies. Anthony Corsano, President and CEO of Anvil, will join Gildan's Branded Apparel division as part of the senior management team and focus on the continuing development of Anvil's strategy to grow its business of providing high-volume quality products for non-retailer brands. "We believe that the acquisition of Anvil and the combination of the compatible cultures and strengths of our two companies will position Gildan to further enhance our product offering for our printwear customers and build further on our leadership position in this market", said Glenn Chamandy, President and CEO of Gildan. "In addition, the projected economic returns from the acquisition are highly attractive and are expected to create further value for our shareholders."

PVH Corp. announces landmark agreement with coalition of NGOs and Bangladesh labor unions on fire and building safety PVH Corp. (NYSE: PVH) announced a landmark agreement with a coalition of non-governmental organizations and Labour Unions regarding fire and building safety in Bangladesh’s apparel factories. The agreement establishes a two-year program to be led by a multi-stakeholder task force for the purposes of establishing an in-factory training program; facilitating the creation of factory health and safety committees; reviewing existing building regulations and enforcement; developing a worker complaint process and mechanism for workers to report health and safety risks; and advising a Chief Inspector. “We wish to commend Clean Clothes Campaign, Worker Rights Consortium, The International Labor Rights Forum, Maquila Solidarity Network and the

international and Bangladeshi unions for their commitment and insight in helping to create this landmark agreement. We hope this agreement will find cooperation from the Bangladesh Manufacturers & Exporters Association, its members and the Bangladeshi Government to put into effect its terms and that it will result in safer factories and establish a benchmark for fire and building safety standards and practices throughout Bangladesh,” commented Emanuel Chirico, Chairman and CEO of PVH. PVH has committed up to $1.0 million to underwrite the program. PVH has committed to using good faith efforts to advance the purposes of the agreement on its own if other brand owners and retailers do not join the agreement.

Fersten Worldwide announces new Customer Service Supervisor Fersten Worldwide is pleased to welcome back Matthew Michelin to the team as Customer Service Supervisor. Matthew returns equipped with several years of sales and customer service experience in the corporate promotional products industry.

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Fersten Worldwide is thrilled to have Matthew back on board to contribute to the company's continued growth and success. His insight and expertise, combined with his strong business relationships in the industry, will no doubt impart real added value to the Fersten Worldwide team and its customers.

Ash City Worldwide's Garry Hurvitz awarded International Person of the Year Garry Hurvitz, Founder and President of Ash City Worldwide was presented with the award for International Person of the Year by Counselor Magazine. This annual award is presented with distinction to an individual who has significantly contributed to increasing international business activity and relationships within the corporate promotional products industry. Hurvitz spends much of his time in Asia building relationships with vendor partners. It's was this time spent in Asia that led to this recognition. “I would like to thank Counselor Magazine, the Ash City Family and all the Ash City Fans for this recognition," said Hurvitz, who founded Ash City over 35 years ago and has built it into the industry leader it is today. With over 400 styles in distribution, Ash City Worldwide has won numerous awards for style and innovation. Hurvitz has assembled a dedicated team that works out of facilities located in Richmond Hill, Canada, Lenexa, USA, Malaysia and Bangladesh. “Over the course of this past year, Garry has taken on the groundbreaking initiative of sharing his personal insights, eye-witness accounts and experiences from his travels overseas,” commented David Woods, COO Ash City Worldwide. “His forthright and honest approach to sharing his findings has opened up the doors to a higher level of customer communication, enabling North American distributors to be well informed of important issues that will have a direct impact upon their businesses,” added Woods.

New Communications Manager Ash City Worldwide, is pleased to announce that Wendy Fraser has joined the team as the Communications Manager. Fraser is a communications specialist with over 20 years experience in both the corporate and not-for-profit sectors, most recently as Communications Manager for high tech organization, Gennum Corporation and as Communications Manager for WWF-Canada, the environmental organization. This new role at Ash City encompasses public relations and media management as well as internal communications. Fraser can be reached at wfraser@ashcity.com

HanesBrands releases first quarter 2012 financial results HanesBrands posted a net loss for the first quarter of 2012 of $0.27 per diluted share, and net sales of $1.01 billion, which represents a decrease of 3 per cent compared with $1.04 billion a year ago. The results were better than the company's previous guidance of an EPS loss of up to $0.35 and net sales of approximately $1 billion. "We are tracking consistent with our expectations, and now with the worst of the cotton inflation behind us, our operating profit margin for the remainder of the year should average in the low double digits," said Richard A Noll, chairman and chief executive officer for Hanes. "Sales, profits and cash flow are running consistent with, or better than, our plans. When coupled with the visibility of our pricing and costs for the rest of the year, we feel very good about our momentum and are confident in our ability to achieve our full-year financial goals," added Noll. The Outerwear segment, which includes the company's promotional products branch Hanes Imagewear, experienced an overall 9 per cent decrease. Excluding the promotional segment, Outerwear sales for the quarter actually increased 4 percent.

Classic

Missy

Junior

Industry News (continued ) American Apparel, Inc. reports first quarter 2012 financial results American Apparel, Inc. (NYSE Amex: APP), announced financial results for its first quarter ended March 31, 2012. Comparing to the same period last year, net sales increased 14 per cent to $132.7 million on a 16 per cent increase in comparable store sales in the retail business, a 17 per cent increase in net sales in the wholesale business and a 5 per cent decrease in the average number of stores. "We are pleased with our first quarter results and solid improvements across all of our businesses," stated John Luttrell, Chief Financial Officer of American Apparel, Inc. "Our wholesale and online channels both reported record sales for the quarter, and we are highly encouraged by the continued momentum in comparable sales from our retail stores, both domestic and international. We expect key initiatives in the areas of merchandise planning, supply chain, IT systems, and inventory control to drive further

sales and expense improvements for the balance of the year. Accordingly, we reiterate our adjusted EBITDA guidance of $32 to $40 million for the full year 2012," added Luttrell. Gross margin for the first quarter of 2012 was 52.8 per cent versus 54.8 per cent for the corresponding period last year. The decrease in gross margin was primarily driven by lower production volume that resulted in lower absorption of fixed overhead costs, which were partially offset by lower yarn costs. Net loss for the first quarter of 2012 was $7.9 million, or $0.07 per common share, compared to net loss for the first quarter of 2011 of $20.7 million, or $0.28 per common share. Weighted average shares outstanding were 105.7 million in the first quarter of 2012 versus 74.1 million for the first quarter of 2011. As of May 1, 2012 there were approximately 105.9 million shares outstanding.

New social enterprise management platform designed specfically for promotional product distributors Distributors now have an innovative new option when choosing operational software to handle the day-to-day requirements of running their business. Commonsku is a social enterprise platform aimed at providing promotional product distributors with a comprehensive platform that addresses their order management and CRM needs, while also incorporating an internal social network that connects a business to its employees, as well as suppliers and distributors who are also using the network. "We've developed a full business suite of software to allow a distributor to run their business and we've tied this in with a social platform which allows an entire company to rally around common data," says Mark Graham, CEO of Commonsku and founder of RIGHTSLEEVE, a leading web based promotional products distributor. By serving up critical business activity in real time, Commonsku allows employees to benefit from transparency, consistency and collaboration within their own organization, as well as with other distributors and suppliers. According to Graham, the concept for Commonsku was to incorporate an efficient, real-time mechanism for distributors to let their suppliers know what they are working on at any given time.

Having launched in BETA in January, Commonsku encourages collaboration in the supply chain by giving suppliers and distributors on the network the ability to interact within a social environment that is trade-specific. "We are tapping into the social enterprise trend," says Graham, who several years ago was presented with DELL's Small Business Excellence Award for his innovative use of technology in developing an internal software solution for RIGHTSLEEVE. This internal solution was the groundwork for what would eventually evolve to become Commonsku. There are currently three versions of the software that distributors can choose from: the free "Social" version gives companies access to Commonsku's internal and external social platform features; the CRM version (which includes the Social component) features a comprehensive Client Relationship Management system; the full version features all of the above, plus a complete order management solution that includes an online client order approval tool, a workflow management component, an integrated sourcing catalogue, online customer feedback, and much more. For more details or to take a virtual tour, please visit www.commonsku.com.

Polyconcept appoints Michael Berstein as new CEO Dutch-based Polyconcept announced the appointment of Michael Bernstein as its new Chairman and CEO. Berstein takes over from Phillipe Varnier who has been with the company for more than three decades. “I’m extremely pleased to hand over my position to Michael who, besides being the most experienced and seasoned CEO we could dream of for the role, has become a personal friend of mine,” Varnier said in a statement. Michael Bernstein joined Polyconcept in 2005 through its acquisition of Leed’s and became the group’s vice chairman and CEO of Polyconcept North America. Bernstein points to the following as his goals for moving the company forward: “Polyconcept, under Philippe’s leadership, is a recognized leader and innovator in the promotional products industry. I will seek to continue to grow and evolve the Company in the years ahead. I’m extremely proud to be trusted with the stewardship of a Company with such legacy and thank Philippe for his ongoing support.”

IMPRINT CANADA Q: What should an embroiderer look for when choosing a digitizer?

A: Every digitizer has their own style; if they have a website, you have the chance to go "window shopping" before committing to give work to a complete stranger. Referrals are great especially if they come from a company that is doing heavy production. Production companies will be concerned with not only how the designs look but also for profitability as they will be concerned about how the designs run, which is a critical part of digitizing. Communication is the foundation of any relationship and that also holds true when working effectively with a digitizer. Quality, Service and Price is the formula that applies to any industry, and it's no different here.

Q: Where should an embroiderer look when trying to find a digitizer? A: Nowadays, people generally search online for a digitizer. Source guide sites are helpful tool also. Most digitizing services will do a 'half price' or 'free first time order' so if you don't mind spending a few bucks, a good idea would be to send a design that encapsulates the type of work you do to a few different digitizers and see what comes back. I can guarantee they will all be different and you can pick the style you prefer.

Q: What key information should you be giving to your digitizer and why?

A: Depending on the digitizer's software, this will govern the art file format they will prefer. If you can provide a vector file, it greatly simplifies the digitizing and will probably be reflected in the price. I always still ask for a jpg of the file just to protect against a file conversion problem that might happen. Something that can happen with vector files is a font might be replaced with a different one. There can also be compatibility problems between older to newer version of software. The digitizer also needs some other basic information to complete your order, like the design size; is it going on hats; what areas are filled in; if the design is on a white background, will the white areas be sewn; is it going on a difficult fabric, et cetra. If the design is potentially going to be used on multiple fabrics, some embroidery aids might be required to make the design work well on across the various substrates. By providing the location for the embroidery, this is a way for the digitizer to check the requested size will work. If you provide a design that is 1" high x 3" wide and ask for it to be digitized at 2" in height so it can go on hats, the length of the design will be 6" long, which your machine may not be capable of sewing. A scenario which has occurred repeatedly over the years is this: a customer will send artwork, the design will be digitized and sent back, to which the customer replies that it doesn't match the sample. Sample! what sample? It is really important if you have a sample sewn out already, at the very least scan it and send it along with the file for the digitizer to see. Digitizing is an art form and every digitizer will interpret the design differently.

Q: What's the acceptable time line for art to be digitized? A: In this business, we all know there are rushes and if you are working steadily and regularly with a digitizer they will know and understand that sometimes "stuff " happens. On the other hand, digitizing is not a "drive thru" service. Ask yourself: Do you really need all your designs in less than a day/hour? Only you can answer that, but I will tell you I can remember when I use to have 3 weeks delivery and that was when I was working 16 hour days and 6 days a week. Any other embroidery dinosaurs out there? A good gauge is to have your digitizing done by the time you either need to run a sample or the goods have shown up for production. Answers courtesy of Imprint Canada's resident embroidery expert, Beverley Field, Artistic Digitizing

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Bright is Right The obsession with neon colours and vibrant shades that turned heads on the runways more than a season ago shows no signs of disappearing anytime soon. From electric yellows, intense purples and magnifying magentas, bright colours continue to be extremely popular, both at the retail and wholesale levels. When paired with bright denim jeans which are all the rage for hipsters, fashionistas and retail buyers alike, you may find yourself needing your sunglasses for more than just blocking UV rays this summer.

'HFRUDWLQJ 7LS When your clients come asking for bright T-shirts for their campaigns this year, avoid the all-too-easy recommendation of a standard black contrasting decoration. Instead, try recommending a navy imprint; navy is one of “the� colours for 2012, and when embellished on a bright colour, it delivers a much more sophisticated and eye-catching impression than its black counterpart.

Hype the Stripe As nauticallyinspired collections continue to proliferate retail shelf space, striped T-shirts have remained a popular look for summer 2012. You can’t go wrong with virtually any colour combination; from the classic navy and white theme, to more daring burnt oranges and yellows, striped patterns of all sizes are great way to make a trendy statement this year.

'HFRUDWLQJ 7LS Embellishing a striped T-shirt with a design that will stand out can be tricky.

The key here is to remember that less is more; subtle and small decoration, like embroidering your client’s logo on the sleeve or left chest between the stripes, will actually make as much, if not more, of a visual impact than a big bold decoration, which could easily get lost or confused with the shirt's striped design.

More Decorating Ideas • Think Small: While the days of oversized and/or allover prints are by no means passĂŠ, they’ve definitely enjoyed their “15 minutesâ€?. Smaller prints do wonders for visual impact especially when they are placed in unorthodox locations – like on the back of the neck, parallel to the neckline, down the length of the body, on the small of the back, as an arm wrap, or on the back of the arm are just a few suggestions. Depending on your client and the audience they target, using a unique area for graphics placement can go a long way as it will force people to have to work a little bit to actually decipher what the impression or logo is.

• Spread A Message: Rather than embellishing your clients’ logos on the centre front of 100 T-shirts and calling it a day, try suggesting they promote a message that reinforces their company's culture. For example, say your client is an accounting firm that does a lot of work for environmental organizations and they have a team-building picnic coming up which they need T-shirts for. Why not make the T-shirts serve both as the medium and message that reinforces their core values? Beyond the obvious suggestion of a green organic cotton T-shirt printed with environmentally friendly ink, you could take it a step further by pitching a slogan that ties your client’s industry together with the initiatives or core values they support. Something like, “Accounting for Nature Helps Keep Us Balancedâ€? would be a catchy and practical option that could work for them.

Lightweight is the Right Weight for the Summer Not so much a trend as a seasonal thing, lighter weight fabrics are better suited for warmer weather (shocking, we know). While thicker cotton and blends are ideal for the cooler months, as the temperature rises, the weight of your T-shirt will make a big difference when it comes to comfort. Sheer jersey, and lightweight blends are a great way to go this summer.

'HFRUDWLQJ 7LS Just as fabric can weigh you down in the summer months, so can embellished designs. Heavy plastisol prints, thick transfers or weighty appliquÊ don’t really lend well to beating the heat. Instead, water-based inks or discharge decoration can give you the same bold impression but without the weight that typically accompanies more popular and traditional decorating techniques.

Go with the Flow Longer-lengthed flowy T-shirts continue to be quite popular with the ladies. Typically layered with a tank-top and worn off the shoulder, these styles are popular with the fairer sex in all bright colours as well standard black and whites.

'HFRUDWLQJ 7LS The loose, flowing silhouettes typically makes standard logo placement less visible, so it’s recommended that decoration be either oversized or understated on these garments.

Stick Your Neck Out /LJKW 'DUN /DVHU ,QNMHW

The popularity of crew necks remains unquestioned. However, the insurgence of V-necks at the retail level - especially for men - cannot be ignored. Deeper plunging necklines tend to compliment slimmer, euro style silhouettes, so be sure to keep this option top of mind for your more fashion-astute clientele.

'HFRUDWLQJ 7LS Use the cut of the shirt to your advantage; make your graphics really pop with designs that run parallel to the neckline. Whether tone-on-tone, or in a bright contrasting colour, utilizing this unique area of T-shirt real estate will ensure your client’s message, no matter how subtle, gets noticed every time.

CHECK OUT THE LATEST T-SHIRT STYLES IN OUR WEARABLES SECTION STARTING ON PAGE 16

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Freshening Your Company’s Logo Is It Time for a Better Look and Feel? By Mark L. Venit, MBA

Larry (you know him as the Quaker Oats' guy) looks about five years younger as of this spring. The familiar mascot recently underwent a makeover and was revealed to the world earlier this year. “We took about five pounds off him,� a designer from Hornall Anderson, the firm behind the redesign, told The Wall Street Journal. Larry's face lost a double chin and shed a little puffiness to go with his haircut and slightly longer neck, but his crow’s feet remain, as does the twinkle in his eyes. PepsiCo., which owns Quaker Oats, wanted to keep this 134-year-old brand “fresh and innovative,� says Justin Lambeth, Quaker's chief marketing officer. As explained in The Wall street Journal, “Consumers associate the logo and brand with heritage, trust, and quality," says Patrick Rowell, director of strategy for Hornall Anderson, Quaker's brand-design firm. “And today, people associate oatmeal with energy and healthy choices,� he added. To signal these qualities in the logo without losing a sense of history, was the firm's design objective. You wouldn’t really notice them unless you were looking for the changes and had a older box of oatmeal to make a comparison. Aunt Jemima, Betty Crocker, and other brand celebrities have been getting makeovers for years. Aunt Jemima apparently went on a diet, had her hair restyled, her wardrobe updated, and her face seems even friendlier and more reassuring! Betty looks better than ever, too. A new hairstyle, new makeup, hipper threads, and just a more modern cast overall. Chances are you didn’t know that Aunt J. and Betty C. routinely get freshened every decade or so, as do all kinds of consumer products packaging, logos, and graphic spokespeople. Despite the fact that companies in our industry form part of the graphics arts industry as well, too many apparel graphics companies have logos that convey anything but that message. Far too many companies feature logos that often evoke the observation that indeed “the shoemaker’s children go barefoot.�

Likewise for a logo; though its useful life may be considerably shorter as businesses routinely freshen their brand image from time to time to reflect evolving changes in the marketplace, just as the logo evolutions below are a testament to.

Then & Now

The Evolution of Brand Logos

Is it time for a simple makeover?....Or perhaps radical surgery? Your logo is your company's signature; it should make you look as good as you are - or better! It should be memorable, attractive, and distinctive. Your logo is the visual component of your company’s identity, a graphic signature, or an iconographic shortcut to your identity. Combined with a good effective company name – and augmented perhaps with a tag line and descriptors – your company needs a distinct, attractive, memorable graphic symbol. It should be something that shows you’re cool, you’re professional, you’re friendly, and – especially in our craft – you’re as good as you claim to be at creating great garment graphics. In the course of a year, I see hundreds of logos of apparel graphics companies – from clients (and often those of their prime competitors when doing research on them), from attendees at the seminar and workshop programs I conduct at trade events, from business cards of visitors to the ShopWorks Software booth at trade shows, and from cruising company websites. Most logos that I see from our industry participants are rather, shall we say, uhhhh, underwhelming. And I'm being kind and generous in making that observation. Your company’s logo should be distinctive and attractive because to everyone who sees it, it makes a first impression; everyone who sees it makes a judgment about your company. When your enterprise shows itself through its chosen symbol, it speaks volumes about your creativity, your taste, and your own graphic prowess – or lack of it. Were you to pose for a family portrait, certainly you’d want to look your best for generations. ,PSULQW &DQDGD _ 0D\ -XQH

Image Sources: Instashift, PepsiCo.

When you reach the epitome of logo design, your logo should be somewhere in the realm of unforgettable. Ergo, it’s something that shouldn’t be taken lightly and is the antithesis of a hastily prepared afterthought. A good logo may prove to be a clincher as to whether you get a prospect’s call or order. Use your logo on every visual image your customers and prospects will see, because it’s one of the most cost-effective ways to increase your advertising reach, frequency, and continuity. While the importance of a company logo can’t be minimized or understated, your first logo needn’t cost a fortune, nor does it have to be original. Oftentimes a stock icon selected from a commercial collection of logo templates will suffice. Do make certain that you have the legal right to use one before you run with the ball. Once you’ve got a few months or years in this business

under your belt, your logo will need to be revisited and retooled. By then you’ll have a much better handle on what you’ll want it to say about your enterprise, and investing in a designer’s creativity will pay long-term dividends in upgrading your company’s identity. In selecting or designing your company’s logo, there are certain properties about the logo to weigh before committing yourself to a final choice – “final� at least for the present.

Here are three important logo considerations: • Flexibility: Your logo will see lots of duty across the full gamut of business communications – on business cards and stationery, in advertising and web materials, on signs, on vehicles, on promotional products, on catalogs, invoices, purchase orders, and on cheques, among other applications. A complex, highly detailed logo won’t work on a pen or on other small-format placement areas. So whatever you choose, it has to reproduce cleanly and completely on everything from a business card to a banner to a billboard. To determine if your logo is, in fact, flexible in applications, first make sure it looks good in black and white as well as when printed in white on black. If you’ll be creating your logo from scratch, work first only in black and white, which will enable you to focus on your concept, the shape, and overall impression. The vast applications of your logo will be done in only one color, usually black, so don’t get sidetracked by letting the emotional effect of colour influence your direction. Yet. Simplicity: King KISS (as in, “Keep It Simple, Stupidâ€?) rules the Realm of Logoland. A confusing or complicated logo that tries to convey too much information won’t get your point across and it’ll look a mess. Look at the great logos you see everyday – on your car, your computer, your home appliances, on tools, on your cell phone, and scads of consumer products – and you’ll see what simple means. Don’t confuse a logo with what you see on official city, state, and provincial seals; most of them were created before the word “graphicsâ€? was even part of the language of communications. Take a quick cruise online or leaf through a favorite magazine to get some inspiration. Many global companies use only letters. For IBM and Sony, their logos say it all. For apparel graphics companies or any graphics arts producer, I strongly advise that your own iconographic image serves to reinforce your prospects and customers with the fact that you are a graphic arts provider. Your logo doesn’t have to be a representation of your product, though that’s certainly an option. A silhouette of a T-shirt says a thousand words. Even Nike’s swoosh tells a story, even though it says little about clothing, fitness, style, or comfort. But Nike’s worldwide recognition, with billions of dollars invested in advertising and marketing, nonetheless makes the value of its seemingly unrelated trademark worth even greater billions of dollars via an asset called “good will.â€? • Continuity: Once your logo is essentially what you want, don’t tweak it every time you run it. Consistency brings about faster recognition for your company, so always use the same version. Next month we’ll look a range of more nuanced challenges involved in reinventing of revitalizing how your company looks in the eyes of your customers and prospect. Mark L. Venit, MBA, provides management and marketing conulting 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 US 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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Leveraging the power of Twitter to promote your business Twitter can be a great social media tool to promote your business. We say can be because tweeting alone won’t magically convert followers into customers. In order for companies to leverage the power of Twitter, they need to start with some fundamentals such as: an understanding of their audience (in this case potential customers), a thought-out strategy to approach said audience, and a metrics system to gauge their results.

Here are a few things to consider when determining why and how you will use Twitter to promote your business: • Market Research: Asking questions to the "Twitterverse" will help your company glean vital information about what your customers find relevant, and what factors influence them and dictate their decisions – both of which are key elements in effective market research. By fielding questions to better understand your audience, you increase your chances of being perceived as approachable by followers and potential customers.

• Have a Strategy: When starting a business, one of the most fundamental elements is a well-organized business plan that outlines (among other things) the overall purpose of the business, the key areas of focus, strategic advantages, and its growth and development strategy. The same concept can be applied when approaching Twitter.; before an organization can start sharing messages 140 characters at a time, it needs a strategy to establish, maintain and develop a customer base. Think about what you plan on posting and how often you plan on posting. Figure out what your voice is and start engaging with your audience; if your objective is to raise awareness of your company and increase sales, then it should be a priority to post “click-worthyâ€? and engaging content that contributes to your audience’s interests.

• Build Awareness: Before your business can begin to profit from Twitter, you need to drive awareness and traffic to your Twitter page. In order to facilitate this, you should be “followingâ€? leading companies and competitors in your industry. Share your expertise to enhance your reputation and build credibility.

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• Engage with Customers: For any business, cultivating profitable relationships with customers in the real world is not something which happens overnight. Social media is no different. In order to develop beneficial relationships, you need to have constructive dialogue. This can be achieved by joining conversations – or starting a topic of discussion. They key thing to remember here is to be genuine and transparent. Like in the real world outside of social media, when you have conversations with existing and potential customers, if you are not honest and genuine, you won’t convert discussions into sales. • Boost SEO: Using Twitter is a good way to help boost your site’s ranking in unpaid search results. In order for this to happen, you need a consistent set of industry keywords that use to describe for your business in your bio. Whenever you post a new tweet, these updates automatically help your business rank in search engine results. • K.I.S. (Keep it Short): Twitter allows you to post messages that are a maximum of 140 characters. That’s not a lot of space for content, which makes it that much more important to make your tweets compelling. Posting short and intriguing content – with links or photos – that your audience will be receptive to, will help grow your audience, boost your optimization efforts and hopefully translate followers into new customers. Posting teasers, or questions that link to intriguing content is a good way to ensure your tweets get clicked through.

• Measure Up: What gets measured gets done. While this may sound like Nike’s new tag line, it’s not; if you don’t measure your efforts, you won’t know if your efforts are achieving the outcome you wanted. Third-party social media tools like Hootsuite will allow you to create analytic reports to monitor and measure the impact of your socal media endeavors. Twitter gives your business the opportunity to have engaging conversations with a potentially global audience. If you can create a genuine online presence – using the tips outlined above – you’ll be creating new opportunities to gain recognition and possibly new customers that you would not have otherwise had.

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: Your newest social media marketing tool

Developed in 2009, Pinterest is a social photo sharing website that allows users to create and manage theme-based "pinboards" which can be categorized into collections such as events, interests, hobbies and more. More recently however, Pinterest has garnered mainstream attention as a viable social marketing tool for businesses. Pinterest gives user the ability to browse other pinboards, 're-pin' images to their own collections and/or 'like' photos. Pinterest also allows its users to share 'pins' to their Twitter and Facebook accounts. So how can promotional product distributors and decorators use the growing popularity of Pinterest to help build their online social media presence? Setting Yourself Up: Mark Graham, president of Toronto-based promotional design agency RIGHTSLEEVE, advises newbies to spend some extra time when setting up a new account. Some tips he offers include using your business name as your Pinterest user name so users can easily find you; also, writing an interesting and descriptive blurb about your business in your account profile is a great way to help users get an idea of what your company is all about. Show-Off! Pinterest is a visual site, so it's the perfect vehicle to boast images that really highlight unique projects or great artwork designs your company created. Also be sure to use an intriguing profile picture that draws people attention. Skip the clip art or stock decorations you've reproduced. ,PSULQW &DQDGD _ 0D\ -XQH

Rather, take the time to select only the really unique and creative projects you've worked on. Then take good picture and pin them up for the online community to see! Categorically Different: The beauty of Pinterest is that it allows users to organize "pinboards" into unlimited subsections. For distributors and decorators, dividing your work into relevant categories will entice users to easily browse through your work that they deem interesting or visually appealing. “Think about what interests you and your audience when you set up your boards, and use creative names to describe them� recommends Graham. If you're a screen printer, you can divide your walls into a variety of subsections based on your expertise, like waterbased prints, retro artwork, full colour designs, all-over prints, et cetra. Subsequently if you're a distributor, a good idea is to divide your pins into event-based themes you've collaborated on, such as golf tournaments, fundraisers, charity marathons, or by product category - like headwear or apparel. The limitations are only your imagination and creativity, however exercising restraint is a good idea. You don’t want to bombard users with board-after-board of images that are cluttered and scattered all over the place. 3. Link it up: Pinterest allows you to drive site traffic by linking any pins you have placed on your boards back to your website. Conversely, you can add a Pinterest button on your company's site (just like Twitter and Facebook buttons) and

link back to Pinterest from your other social media profiles. In order to drive traffic to your own site from Pinterest, you will want add products you’ve created to their proper boards. “Don't just add products from your site,� explains Graham, “that will look spammy.� Instead, he recommends incorporating your own products into a mix of images pinned from other websites and re-pinned from within Pinterest. These functions, in and of themselves, are great marketing tools as they help generate traffic and facilitate awareness of your brand, company or creative endeavors. 4. Stay Current: Pinterest is similar to other popular social media platforms in that it's important to update your account often with content (in this case images) that engage existing and would-be followers. Regularly updating your pins and creating new boards will help to keep things fresh and draw new followers to your account. “Do a little often instead of a lot at once," says Graham, as he advises adding good content regularly rather than batchuploading large amounts of content at once. 5. Follow the Influencers: Much like Twitter, the best way to build a notable following is to connect with influencers and get them to follow you. A good way to build a Pinterest following is to actively engage with other users by commenting on their pins, liking pins, and re-pinning on a regular basis; these will all help drive awareness to your online presence.

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Educational Workshops

Pierre’s “FREE�

Dine & Learn Workshops January

Not just RRSP – 2011 Investment Review

February

Advantages of Paying Tax

March

A Well Thought Out Financial Plan

April

An Estate Planning Process – Strategies & Execution

May

Leaving a Legacy

June

Planning for the Next Generation

July

Investment 2012 Midyear Review

August

Wealth Creation - Effective strategies & Concepts

Financial Planning = Prosperity & Security

Financial & Insurance Planning

September Retirement Capital & Estate

6KHHW 6L]LQJ Âľ[ Âľ Âľ[ Âľ Âľ[ Âľ DQG Âľ[ Âľ

Preservation – What is the Plan?

Education & Mortgage Planning

October

Insurance – The Right Approach

November Charitable Gift with a Twist December Planning for 2013 - 2012

Yearend Financial Check List

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Tax, Retirement & Estate Planning ™ Trademark owned by IGM Financial Inc. and licensed to its subsidiary corporations. Insurance products and services distributed through I.G. Insurance Services Inc. Insurance license sponsored by The Great-West Life Assurance Company. Mortgages are offered through I.G. Investment Management, Ltd.*. Inquires will be referred to a Mortgage Planning (Agent) Specialist. * Mortgage Brokerage Licence #10809, Mortgage Administrator Licence #11256.Commissions, fees and expenses may be associated with mutual fund investments. Read the prospectus before investing. Mutual funds are not guaranteed, values change frequently and past performance may not be repeated. Banking products and services are distributed through Solutions Banking™. Solutions Banking products and services are provided by National Bank of Canada.

For location, date and time please see web site: www.investorsgroup.com/consult/pierre.wong Or email me for “Dine & Learn� workshop flyers at: pierre.wong@investorsgroup.com

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“We’ve found a niche in the market where we offer something different,” says Healey, explaining that his shop is one of the very few in western Canada that offers his gamut of embellishment services. “We have developed a method of using our debossing machine to decorate CAD (Computer Aided Design) printing onto very small areas you can’t use a heat press on.” By combining decorating methods, Nuline Emboss has been able to create embellishment techniques that would have otherwise been impossible. The work they do is so unique that they were approached through a customer of theirs to design jackets for the Edmonton Oilers that featured 3M reflective materials. Decorating unique items is now part of the daily routine for Nuline Emboss. “People come to us with the weirdest items and ask, ‘Can you do this?’ and we’ll give it a try. If we can, we do it,” says Healey. Whether it’s an order for six pieces or 6,000 pieces, Nuline won’t turn away any job that it feels it can effectively decorate. The company’s motto: Would you wear it? is a testament to its rigid quality assurance principles as this is the question they ask of themselves before any job is presented to the customer. This dedication to quality and service has helped Nuline Emboss build an iron-clad reputation among distributors and suppliers who regularly come to them for contract services. In addition to their reputation, another of the company’s biggest assets is the great team that it has been able to form. “I am a big believer that if you surround yourself with great people then you can do great things, and my staff is phenomenal,” explains Healey. “If you look after people and treat them right, they’ll stick with you and that’s something we’ve been dedicated to since day one.” Having been able to establish such a wide gamut of unique decorating capabilities over a short period of time, Nuline

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Emboss has managed to keep its growth gradual to the point that the company has never gotten ahead of itself. The dilemma of growing too big too fast is one that Healey has wisely negotiated by pacing the rate with which new decorating services were offered. Boasting an average year-over-year growth of 40 per cent, Healey notes that the company has avoided spending beyond its means to acquire new equipment. “Every purchase we make, we work it off and then move on. This is a big reason why we have been successful.”

Some of Nuline Emboss' unique decorating methods include debossing on hats and deer skin gloves (left), and multi-colour CAD Printing on gloves and jackets (right).

One of the notable obstacles Nuline Emboss has had to overcome was developing effective processes which would enable the company to use its time as efficiently as possible. Through constant and extensive testing, coupled with an attention to detail that's second-to-none, the company has been able to minimize mistakes that in the past may have previously slowed up production.

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“I really think embossing and debossing is an art, and you need to know the machine and understand the textiles and their limitations,” says Healey. Having recently added a laser etching machine earlier this year, Nuline Emboss has dedicated immense time and effort to learning the parameters of what the new equipment can and cannot do. With the addition of laser etching, Nuline Emboss has now added wood, glass, metal and acrylic to the growing number of substrates it can effectively embellish.

You Get What You Pay For Being a contract decorator, Nuline Emboss is often confronted with orders where price is the driving factor. While Nuline’s decorating costs are comparable with those of embroidery and screen printing (in that they are governed by the same parameters of quantity, size and substrate) the end products they produce are often less common. “I can take a $10 hoodie and (decorate it) to make it look like an $80 retail piece,” says Healey, who stresses the importance for distributors not always to seek out the lowest price. While he readily agrees that you can always find someone else who will decorate the same items for less, Healey stresses that that’s not usually the best option. Case in point: there have been situations where clients have come in with decorated orders that were initially brought elsewhere for less and now needed to be fixed. Being unique in the decoration and quality that Nuline can offer has helped separate the company from the other decorators in the industry. “I have never looked back,” says Healey of his days as long time sales rep. “I have a passion for what we are doing and every morning, I wake up and I love to come to work.” This unyielding dedication to perfecting niche decoration has served Nuline Emboss well in the three short years it has been servicing the promotional products industry, and it will undoubtedly continue to fuel the company’s growth well into the future.

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MAKE YOUR CUSTOMERS “IMPOSSIBLE”.....POSSIBLE WITH THE INDUSTRIES MOST EXTENSIVE DECORATING TECHNIQUES!

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ADULT

ADULT

YOUTH

$351 million

NEW LADIES

ADULT

Canada’s overall trade surplus in March, up 32% from February

$4.6 billion

Canada’s trade surplus with the U.S. in March, down 6% from February

$4.3 billion

Canada’s trade deficit with all countries other than the U.S. in March, down 6.5% from February

$39.5 billion

Canada’s overall exports in March, down 0.25% from February

$39.1 billion

Now, fresh comes with a choice. The new Heavy Cotton HD™ Collection from Fruit of the Loom ® Activewear is available in 6 different styles. And with increased fabric density, you’ll get vibrant prints for a truly great value.

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$50

fresh VARIETY IN NEW STYLES

Canada’s overall imports in March, down 0.76% from February billion

NEW YOUTH

Imports Exports

45 40 35 30 25

2009

2010

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2011

2012

FruitActivewear.com 888.378.4829 ©2012 Fruit of the Loom, Inc.

©2012 Fruit of the Loom, Inc.

fresh

CHOICES

Our new Heavy Cotton HD™ Collection offers choices that are fresher than ever. Take, for instance, the new Youth Long-Sleeve T-Shirt or the new Ladies’ T-Shirt. There’s also our overall expanded color offering. Any way you slice it, we now offer more styles, sizes and colors to meet your decorating needs. Best of all, the collection offers one of our densest fabrics yet for incredible consistency and a superior decorating surface. FruitActivewear.com | 888.378.4829

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