Printwear

March '19

For the Business of Apparel Decorating

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2 0 1 9 M A R C H P R I N T W E A R 4 1 Milwaukee, WI May 17-18, 2019 Irving, TX March 28-30, 2019 TRAINING in the HALL Wensco Sign Supply ............115 GSG .....................................111 Hirsch Solutions Inc .............225 JDS Industries Inc ...............127 PDS Equipment ...................237 Stratojet USA .......................445 GSG .....................................111 Hirsch Solutions Inc .............225 TRAINING in the HALL Please visit THENBMSHOW.com for more information. Training Stop Training Stop Hands-On For resort staff, pop- lin shirts are a reliable choice in a variety of workplaces. (Image cour- tesy Edwards Garment) Contemporary resort wear typically demands apparel that is functional, comfortable, and multi- purpose. (Image courtesy Edwards Garment) also a good idea. However, parties caution that this needs to be thought out before simply offering every resort the idea of hats, cozies, and beanies. "Accessories are always a great add-on if they are merchandised properly," notes Oleksik. "Pieces that complement and coordinate rather than 'match' are more likely to get people to make that extra purchase." So, depending on the region and climate, a lightweight baseball hat and towel may coor- dinate well with a heathered T-shirt with a retro-inspired design, while a cooler climate might dictate a combination of an embroidered quarter-zip with a winter beanie that both brandish the same logo or resort's artwork. Cocco also points out that aside from products, decorators can also offer additional ser- vices as an add-on as well. "Finishing services like private label and hangtag options can help the resort create a retail collection," she says. Other options like appliqué for full-chest logo placements and offering up graphic design services for screen-printed goods can help poise the shop for a large job as well if they have the resources to handle it. Moreover, a shop that's headquartered hundreds of miles from the nearest tourist trap might not feel like there's any reason to explore this market, but parties argue the contrary. "It's important for decorators to showcase resort wear even if they aren't located in a resort region because it shows the property that they can service their requirements even when they aren't located next door," contends Lloyd. Thanks to e-commerce platforms and online stores, a shop that's attentive and savvy enough can potentially land that resort wear client on the opposite coast by merely working with their marketing team to find out what it is they want in an apparel and accessory lineup for their retail store. Plus, if a decorator can add even one long-term, high profile client to their roster, that professionalism will speak volumes for any new customers coming through the door from just up the street. PW

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