July '19

For the Business of Apparel Decorating

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2 0 1 9 J U L Y P R I N T W E A R 3 3 TRAINING in the HALL Please visit for more information. Experience the lively exhibit hall, the classes taught by industry experts and the endless networking opportunities, all conveniently located near you! Long Beach, CA August 15-17, 2019 TRAINING STOP and are treated humanely. In 2013, the World Fair Trade Organization launched a "Fair Trade" labeling system, which assures consumers that fair-trade princi- pals were met throughout the supply chain that led to the finished garment. There is also a Global Organic Textile Standard certified by the Soil Association which certifies that the fibers in a gar- ment were grown organically. The reality of whether or not Americans want American made products can be answered both yes and no. Some people will care if their clothing was made in America, others won't. Some people will do the research to see if the "Made in the USA" label on their clothing is valid, while others won't have the time or want to take the time. The trend seems to be, particularly among younger purchasers, that Fair Trade and Certified Organic are mattering more and more. For some consumers it will come down solely to price and other considerations will be secondary. Other purchasers will be willing to put their money where their mouth is and pay more for items that meet their ethical and environmental goals. Keep in mind that there are also issues that have resonance for business owners and business success. For many business owners, fair trade, environ- mental concerns, or maintaining jobs in America are issues that matter and they want to address through the work they do. Businesses that practice sus- tainability and pay attention to things like Fair Trade and Made in America also gain brand stories that can be very appealing to certain portions of the buying population. While meeting the requirements for certification requires a certain amount of time and effort, the benefits, for both the business and the world community at large, can be well worth the cost. PW Kristine Shreve is the director of marketing for EnMart and parent company Ensign Em- blem. She developed and writes the EnMart EmbroideryTalk Blog at and the SubliStuff blog at She additionally maintains the EnMart Twitter feed ( and Facebook page ( Reach her by email at "It's easy to say you care about an abstract issue when it isn't impacting you personally. It's a lot harder when supporting the issue means taking extra dollars out of your wallet."

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