ImagesMagUK_September_2022

CONNECT C O N N E C T 30 COLOURS AVA I LABLE JT100The 100 T S-3XL 5 1 COLOURS AVA I LABLE JH030AWDis Sweat XS-5XL EARTHY GREEN BURGUNDY

BY COLOUR 1 5 COLOURS AVA I LABLE 79 COLOURS AVA I LABLE JP100The 100 Polo JH001 College Hoodie Royal Blue Black White Burgundy Sky Blue Mustard Earthy Green XS-5XL S-3XL PENCARRIE: 0800 252248 PRESTIGE LEISURE: 0800 6521234 RALAWISE: 0800 212180 RALAWISE IRELAND: 1 800 599599 www.awd i sbrands.com/connect MUSTARD For over a decade, AWDis brands have been the number one provider of quality garments to the printwear and promotion market. AWDis Connect brings together the most in demand collections from the portfolio of AWDis brands; whether it’s teamwear, fabrics, patterns or colours, you can shop the AWDis range for complete sets that all connect!

www.images-magazine.com 02 images SEPTEMBER 2022 SHOP TALK 04 Editorial 08 Print Shop Pooches #82 Milo from Studio Print Press 12 Decorated product of the month 18 Readers‘ choice 76 Up close & personal Ziggy Hill of Monster Press NEWS HUB 06 Industry news GK Marketing appointed distributor for KTK screen printing machines, digital embroidery to feature in new BBC TV series, and John Lynch named industry’s international person of the year KNOWLEDGE BASE 28 The Business Clinic How to create a brand for your business, and the power of influencer marketing 30 Digital helpdesk Emily Crane, product expert at Xpres, scrutinises the potential in this year‘s Christmas sublimated gift market 32 Anatomy of a print This clever half-and-half T-shirt by TOTShirts joins together a direct-to-garment print with a screen print to demonstrate the benefits of both processes to customers 36 Back of the net Images talks to industry insiders about the 2022 Fifa World Cup and how decorators can score a win with football-inspired campaigns this winter 40 Connected shirts Jeremy Bauer, global commercial director of Embelex at Avery Dennison RBIS, discusses why sportswear brands are jumping on the trend for smart technology 64 Sep by sep Roger Wambolt explains how to use CorelDraw Graphics Suite for screen print colour separations 67 Faux embroidery for print Erich Campbell tackles the tricky task of creating a great print featuring realisticlooking embroidery 70 Level up Marshall Atkinson applies some gaming logic to help your business get to the next level 72 Ask Tony Tony Palmer responds to Gareth Jones at THG, who asks: “We have been working on creating a photo-like print using a four-colour process on dark garments and are looking to improve quality consistency. Would Tony be able to give us a run-down on the process?“ PRODUCT FOCUS 38 World Cup winners Top industry suppliers recommend brandable products to get your World Cup campaign started 44 Don’t sweat it! Versatile and always on trend, hoodies and sweatshirts offer the perfect canvas for your customers’ bold branding or unique designs. We round up decorator-friendly options from leading brands 54 Direct investment Direct-to-garment printing is still the go-to option for many decorators who are servicing the buoyant personalised apparel market. We review the latest developments in equipment and machinery from highvolume DTG printers to hybrid DTG/DTF systems 60 Telling it like it is: DTG printers Two garment decorators tell us how their DTG printers are working out for them 62 Ready to go... from head to toe Accessories offer your customers additional branding opportunities and are excellent for generating add-on sales. Check out these brandable options INDUSTRY SPOTLIGHT 34 Make a Swish We visited Swish in Edinburgh which has expanded beyond retail to garment printing and fulfilment 50 All aboard the Aeoon Xpres Images visits the new showroom for Aeoon directto-garment machines at the headquarters of its new UK distributor Xpres 52 Bridging the gap We attended Amaya Sales UK’s DTG Breakthrough Event at its Nottingham showrooms for the UK unveiling of the new mid-industrial Polyprint NG130 DTG printer, which promises non-stop production in high volumes CONTENTS 42 38 30 44 32 60 72 50

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www.images-magazine.com 04 images SEPTEMBER 2022 Published by: 360 Communications Ltd images magazine, 360 Communications Ltd, 58a Livingstone Road, Hove, BN3 3WL, UK 01273 748482 | www.images-magazine.com Advertising: advertising@images-magazine.com Editorial: editorial@images-magazine.com Subscriptions: subscriptions@images-magazine.com | Images is available free of charge to UK subscribers Subscribe online: imagesmag.uk/subscribe | Update your subscription/contact details online: imagesmag.uk/subs-update Publisher/advertising: Jonathan Vince | jonathan@images-magazine.com Features editor: Rachael Glazier | rachael@images-magazine.com News editor: Mark Ludmon | mark@images-magazine.com Publishing assistant: Gaby Bowring | gaby@images-magazine.com Design/Production: ATG Media | production@atgraphicsuk.com Printing: Stephens & George Ltd | Goat Mill Road,Dowlais, Merthyr Tydfil, CF48 3TD (issn 0966 7512) Opinions expressed by contributors in this magazine are not necessarily shared by the Publisher. Editorial contributions are invited, on the understanding that the Publisher has the right to alter or abridge all such material as he sees fit. While the greatest care has been taken to ensure accuracy, the Publisher accepts no liability for either errors or omissions. SEPTEMBER 2022 | VOL.31 NO.9 EDITORIAL The countdown to the first-ever winter World Cup Finals has begun, with the tournament set to kick off on Sunday 20 November when the hosts Qatar take on Ecuador. So, how will the novelty of a World Cup bang in the middle of the online sales season and the run up to Christmas affect business for garment decorators? We put that very question to industry insiders with plenty of experience of supplying sporting promotional and events merchandise; you can read their advice in ‘Back of the net’ on page 36, before turning to ‘World Cup winners’ on page 38 where we bring together product suggestions from apparel and accessories suppliers to help get your World Cup campaigns started. Sticking with football and with the new Premier League season now getting into its stride, Jeremy Bauer of Embelex at Avery Dennison explains how Football and the festive season 1992-2022 sports apparel is being reimagined as an ‘interactive creative canvas’ incorporating smart technology. See ‘Connected shirts’ on page 40 for all the details. And also on the topic of football, congratulations to the England team and their historic win in the Women’s Euros at the end of July. Go the Lionesses! According to experts, sports apparel played a part in helping the team to lift the coveted trophy: the compressive sports bras the players were fitted with and wore throughout the tournament are said to offer performance benefits, including allowing players to train for longer, which gave them a competitive advantage in matches. The sight of Chloe Kelly tearing off her shirt and racing to the technical area in her bra is also reported to have boosted interest in these garments, with Google searches for ‘Nike sports bra’ increasing tenfold after the final and John Lewis reporting a 140% increase in its sports bra sales. If you aren’t already, perhaps now is a good time to be pushing add-on sales of these accessories to your own sportswear customers? Speaking of accessories, in this issue we also have our annual Wearable Accessories round-up (page 62) as well as our Sweatshirts showcase (page 44). With Christmas following hard on the heels of the World Cup, now is also the time to ignore the heatwave and start planning ahead for festive sales. Emily Crane, product expert at Xpres, has a stocking full of great ideas to help you boost your yuletide revenues this year – see this issue’s Digital helpdesk on page 30 for her advice and suggestions. Jonathan Vince Find out how to make the most of the first-ever winter World Cup Finals on page 36 REGISTER Subscribe now to receive your own free monthly copy of Images: imagesmag.uk/subscribe UPDATE YOUR CONTACT DETAILS Working from home? Moved to new premises? Update your details online: imagesmag.uk/subs-update 1992-2022 Rocket & Rose has been featured in Images twice over the last few years. It gave me, as a business owner, such a boost in confidence that Rocket & Rose was an accredited business which is valuable and interesting enough to be featured in such a wonderful and supportive trade magazine. Gemma Ansell-Nelson, Rocket & Rose

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INDUSTRY NEWS www.images-magazine.com 06 images SEPTEMBER 2022 Follow the links to the full news stories online www.images-magazine.com GK Marketing Services appointed as KTK’s UK distributor KTK, the Portuguese manufacturer of screen printing machinery, has appointed GK Marketing Services as UK distributor for its products, which range from oval and circular automatic screen printing presses to tunnel dryers, digital printing units and screen printing accessories. GK Marketing, which was founded in 1984, is owned by Graham King and supplies heat transfers, screen printing inks and a range of other printing equipment and consumables. KTK has manufactured automatic screen printing machines since 2014, drawing on its owners’ experience and knowledge stretching back more than 30 years. In 2019, it combined the best of its screen printing with digital technology for a hybrid printing solution, the KTK Fusion line, which integrates with machines such as the KTK Master Plus oval screen printing press. Rafael de Matos, sales manager at KTK in Portugal, said: “KTK products are known globally not only for their highly acclaimed accuracy, durable components and reliability but, more importantly, for making screen printing easier and safer.” KTK has a network of resellers and after-sales support based in countries that include Portugal, Brazil, Turkey, Germany, Lithuania, India, Bangladesh, Mexico, Egypt, Vietnam, Sri Lanka, Argentina, Tunisia, Peru, Guatemala, Congo and Uganda. Earlier this year, KTK announced that investment in its site in Barcelos in northern Portugal meant that it now occupies more than 24,000 sqm of production space. imagesmag.uk/ktk-uk Madeira plans move to bigger new-build premises Work began in August on new premises for embroidery supplies company Madeira in North Yorkshire. The site in Barker Business Park in Melmerby, near Ripon, will include a ground-floor warehouse of 2,327 sqm and a first-floor office suite of 452 sqm. It is due for completion in early 2023. Working with York-based construction business Lindum, Madeira is ensuring the new site meets BREEAM standards for best practice in sustainable building design, construction and operation. Madeira’s managing director, Karen Burrows, said: “The new premises is just around the corner from our existing building so no additional travel is required for staff. “Our warehouse team in particular is looking forward to and will benefit greatly from the additional space which will enable them to streamline processes. “The new premises will offer dedicated space for the Madeira training courses and everyone working at Madeira is excited for the move.” imagesmag.uk/madeira-move KTK Expert Plus screen printing carousel KTK’s oval screen printing press, Master Plus Madeira UK’s sales director Andrew Maylor and managing director Karen Burrows with Lindum York managing director James Nellist

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INDUSTRY NEWS www.images-magazine.com 08 images SEPTEMBER 2022 PRINT SHOP POOCHES Commander and chief, Milo #82 Milo Whether it’s pedigree pups or mangy mutts, decorators’ dogs are valued members of staff at embroidery and print shops from Barking to Furness. This month we have Milo from Studio Print Press in Keighley, West Yorkshire Full name: Milo Breed: Cocker spaniel Age: 11 months old Time at company: Nine months Job title: Commander and chief Job description: Meet, greet and love all who enter the studio. Special skills: Excited wees. Favourite colour: Grass green Pantone 15-6437 TCX. The colour of the grass he loves to eat. www.studioprintpress.com Follow us on Twitter @imagesmaguk Digital embroidery to feature in new BBC TV series A new BBC 1 series about turning hobbies into a business is to champion the art of digital embroidery, featuring fashion design specialist David Morrish. David, who has won awards for his embroidery artistry, will be a guest in one episode of Make It At Market, which is presented by Dom Chinea who shot to fame through TV show The Repair Shop. The 15-part series, which is due to be broadcast this autumn, sees Dom and a team of business and craft experts help budding entrepreneurs make a living from their crafting hobby. In David’s case, he has already carved out a reputation for his unique digital embroidery, including twice winning the title of Wilcom Digital Embroiderer of the Year. He is also a senior lecturer in fashion design at Sheffield Hallam University. However, he said that he was paired up with a mentor from the textile world – yet to be revealed – who has helped him explore ways to make more money from his artistic skills, such as ecommerce. “It was very exciting to have an opportunity to show digital embroidery and the process, how you don’t just push a button and the machine does it all. There is a lot of skill involved.” As part of the programme, David presents a one-off jacket that he created using digital embroidery for TV personality Siobhan Murphy, which was featured in Anatomy of an Embroidery in the January 2022 issue of Images magazine. imagesmag.uk/bbc-morrish Garment decorator named best in London and southeast Elephant Boy Garment Printing, based in Surrey, has won the title of Garment Printer of the Year in the Prestige Awards for London and the south-east. Lee Simmons, who founded the Caterham-based business and runs it single-handedly, collected the coveted award at a ceremony held at Gorse Hill hotel near Woking in Surrey in August. Set up in 2018, Elephant Boy Garment Printing specialises in heat transfer vinyl (HTV) and sublimation printing and embroidery. The business also has its own clothing brand under the Elephant Boy name. The company was featured in the August issue of Images: imagesmag.uk/ my-essential-software. Run in regions across the UK, the Corporate Livewire Prestige Awards recognise small and medium-sized businesses that have proven to be the best in their market sector over the past 12 months. imagesmag.uk/elephant-prestige Bear Face Branding Co. These vibrant hoodies were printed using DTF by Bear Face Branding Co. in Rotherham for VanLife For Life. imagesmag.uk/Bear-Face-Van David Morrish will be on BBC 1 show Make It At Market this autumn Lee Simmons collects his Prestige Award

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INDUSTRY NEWS www.images-magazine.com 10 images SEPTEMBER 2022 Check out our full-length Decorator Reports: www.images-magazine.com The Print Box This intricate logo was embroidered by The Print Box in Wolverhampton on T-shirts, hoodies and caps for Papa Bear Gaming. imagesmag.uk/Print-Box-Gaming Embello founder to climb Matterhorn for charity The owner of workwear and branded clothing specialist Embello is to scale the Matterhorn in the Swiss Alps to raise funds for charity. Kyle Raffo and two fellow mountaineers hope to raise at least £30,000 by climbing to the summit, 4,478 metres above sea level. Kyle, who is founder and director of Embello, based in Tamworth in Staffordshire, will be joined by two other businessmen from the town, Darren Lake and his son Jamie Lake of Pure Cloud Solutions. They are raising the funds for Tamworth charity Help Us Help Others, which supports good causes in the community. imagesmag.uk/embello-alps John Lynch is named industry’s international person of the year John Lynch, founder of European garment decorator Lynka, has been named international person of the year in awards for the branded products industry. He was one of the winners in the 2022 Counselor Awards, organised by ASI, the Advertising Specialty Institute, which represents garment decorators and promotional product distributors and suppliers across North America. Other awards included the title of person of the year going to Jim Shannon, CEO of US-based S&S Activewear, a wholesale distributor of clothing for the promotional sector. John, who is the founder of Lynka based in Kraków in eastern Poland, was named international person of the year after his humanitarian work helping Ukrainian refugees. He spearheaded the launch of Corporate Aid for Ukraine (CAU), a rapid response, front-line charitable organisation for raising funds, helping to transport Ukrainian refugees to shelters and the homes of Polish citizens. The award citation also mentioned two landmarks for Lynka in 2021: its launch of a new print-on-demand business and John’s sale of majority ownership to USbased supplier Vantage Apparel. He also published his first novel, The Ark, which topped the Polish bestseller list. Announcing the awards, ASI president and chief executive officer Timothy M Andrews said: “Two years of Covid taught us many lessons – foremost among them is the certainty that we can triumph over anything.” imagesmag.uk/asi-lynch John Lynch has been recognised for his work helping Ukrainian refugees Embello director Kyle Raffo is ready to climb in the Swiss Alps Kornit confident despite fall in sales Kornit Digital remains confident about long-term growth after a fall in sales in its second quarter (Q2). For the three months to 20 June 2022, it posted revenues of $58.1 million (£47.5 million) – down by 29% compared to revenues in the second quarter of 2021. For Q3 2022, the company expects revenues to be in the range of $66 million to $70 million (£54 million to £57 million). To tackle short-term challenges, Kornit is addressing costs, including a reduction in staffing. Alon Rozner will also be stepping down as chief financial officer (CFO) for personal reasons in November. He will be replaced by Lauri Hanover, who has over 25 years of CFO experience and financial expertise and has served on Kornit’s board of directors as an independent director since 2015. imagesmag.uk/kornitconfident

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INDUSTRY NEWS www.images-magazine.com 12 images SEPTEMBER 2022 Follow us on Facebook: @imagesmaguk The main reasons we chose these shorts as our decorated product of the month was because they look great and sport two different types of decoration. Finding out mid-heatwave that they were decorated by Ice Cream Embroidery sealed the deal! The shorts were ordered and designed by Richard Edwards, owner of streetwear brand Melovani. While Ice Cream Embroidery, which has been operating since 2012, manufactures some blank garments to ensure it can provide its streetwear brand clientele with the high-quality, stylish and contemporary styles they require, these Mens Beach Shorts are from AS Colour. “For this piece, the customer wanted a mixture of techniques,” explains Suliman Khan, a partner in the Cardiffbased business with his father Saffi Khan. “So, we decided to use a white vinyl print on the right side of the shorts, which gave that particular part of the garment a clean look. We purchase all vinyl from Dae Ha. For the left side of the shorts, we went with an embroidered logo.” The shorts’ technical fabric meant when embroidering them they had to be very careful that the embroidery didn’t crease and pinch the material. The shorts were embroidered using a 15-needle, single-head Barudan. “We use single heads because we do a lot of custom work,” explains Suliman. “The customer,” he reports, “was ecstatic with the final result.” www.instagram.com/ icecreamembroidery DECORATED PRODUCT OF THE MONTH These cool Melovani shorts feature both embroidery and vinyl print The slogan text was printed using Dae Ha HTV The embroidered design was stitched on a Barudan 15-needle, single-head machine Bludog Personalised tracksuits, vests and T-shirts were decorated by Bludog for Box Smart Elite for boxer Aaron Bowen, who won bronze at the Commonwealth Games this summer. imagesmag.uk/Bludog-Box-Smart Charity to reach out to schoolwear industry at trade show Children’s charity Sal’s Shoes is reaching out to schoolwear decorators, retailers and suppliers through a partnership with The Schoolwear Show. The organisers of the show have announced that it will officially support Sal’s Shoes and its UK School Shoes Fund, which enables children in need to get a new pair of school shoes. The newly announced partnership will include a stand at the 2022 exhibition, which takes place on 9 and 10 October at Cranmore Park, Solihull. Sal’s Shoes collects and distributes new and pre-loved shoes around the world. The charity is reaching out to businesses in the schoolwear sector as it needs donations of shoes: seconds, end-of-line stock and donations of any new school shoes, wellington boots or training shoes. Alternatively, monetary donations can be made to the UK School Shoes Fund to help buy new school shoes for children. imagesmag.uk/schoolwear-sals Sal’s Shoes needs donations of seconds, end-ofline and new shoes

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www.images-magazine.com 16 images SEPTEMBER 2022 INDUSTRY NEWS Stay in the picture with our Instagram feed: @imagesmaguk Trotec to return with laser technology roadshows Laser equipment manufacturer Trotec Laser is returning with its nationwide roadshows this autumn, showcasing its latest technology. It will be at the Palm Court Hotel in Aberdeen on 6 and 7 September and at the Holiday Inn Hemel Hempstead in Hertfordshire on 7 and 8 September. The Trotec team will next be at the Crowne Plaza hotel in Belfast on 18 and 19 October and then at the County Hotel in Chelmsford in Essex on 1 and 2 November. The events will feature a range of different laser machines, from entrylevel cutters to dual-source CO2 and fibre machines for laser-engraving mixed materials as well as the flagship Speedy 400 laser engraver for larger material sizes. To reserve a place, email enquiries@ troteclaser.co.uk or visit troteclaser. com/en-gb/about-us/events. imagesmag.uk/trotec-autumn The Logo Emporium This bold logo was embroidered by The Logo Emporium in Chalvington on T-shirts and polo shirts for local charity MenTalkHealth. imagesmag.uk/LogoEmp-MenTalkHealth TheMagicTouch expands its UK base with new unit Image transfer print specialist TheMagicTouch GB (TMT) has expanded with extra warehouse and office space next door to its base in Dunstable in Bedfordshire. The new unit at Apex Business Centre will allow the company to expand its training and marketing facilities. Celebrating 30 years of trading, TMT supplies image transfer papers, heat presses, laser printers, plotter/cutters and other materials and equipment under four brands: TheMagicTouch, MagiCut, DyeSubMagic and DTFMagic. Jim Nicol, managing director of TMT, said: “The additional building and space will enable us to further expand our training and marketing facilities, which continue to be popular with both existing and prospective customers. “This has been highlighted by the increase in customers attending detailed training for white-toner printers, print and cut, and more recently direct-to-film (DTF) transfer printing prior to having their equipment installed and commissioned. “Our other marketing support programmes for CRM and target sampling continue to be well received.” imagesmag.uk/magic-unit TheMagicTouch GB’s new additional unit in Dunstable Trotec Laser is restarting its UK roadshows in September

INDUSTRY NEWS www.images-magazine.com 18 images SEPTEMBER 2022 UK watchdog to investigate green claims on clothing The Competition and Markets Authority (CMA) is to crack down on the potentially “vague” eco-friendly and sustainability claims made by clothing retailers in the UK. It announced at the end of July that it will be “scrutinising” Asos, Boohoo and George at Asda about their fashion products including clothing, footwear, and accessories. But the watchdog added a warning to all retailers, and their suppliers and garment decorators, to “look at your own practices and make sure they are in line with the law”. The move comes as part of its ongoing investigation into potential “greenwashing” and follows concerns around the way the companies’ products are marketed to customers as being eco-friendly. The CMA stressed that it was at the initial stage of its investigation and that its announcement should not be used to infer that any of the businesses under investigation had broken consumer protection law. The move comes after the CMA published its Green Claims Code in September last year. The code aims to help businesses, including garment decorators and suppliers, to understand how to communicate their green credentials while avoiding the risk of misleading their customers. imagesmag.uk/cma-green Check out our Instagram Stories for the latest industry news @imagesmaguk Want to know what your industry colleagues really think of the garments and accessories they decorate? Each issue, one reader tells us why they rate a particular product Paula Skeggs, co-owner of Nipa Threads in Hertfordshire, says her favourite garment to decorate is the Canvas Unisex Crew Neck T-Shirt (CV3001) from Bella+Canvas. The unisex tee is available in sizes XS-2XL and comes in a wide range of vibrant colours, she explains. “We love to give people choice at Nipa Threads, so this was a big plus point for us — you can be as bold or as understated as you like! “The CV3001 suits anyone wanting a good quality tee that they’ll want to wear over and over again. Whether we’re screen printing onto it or using transfer foil, printing always comes out really well on the CV3001. “It also washes really well, which is great for mums with stickyfingered kids!” Paula adds. imagesmag.uk/sep22-readers-choice www.nipathreads.com READERS’ CHOICE The Canvas Unisex Crew Neck T-Shirt is a great option for print, says Paula The CMA is investigating whether retailers’ statements give the impression that their clothing collections are more environmentally sustainable than they actually are

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INDUSTRY NEWS www.images-magazine.com 20 images SEPTEMBER 2022 View daily news updates at: www.images-magazine.com Roland DG expands manufacturing to meet increased demand Roland DG Corporation is investing in a new factory in Thailand and new headquarters in Japan as it prepares for an expected increase in demand for its printers. It is expanding its manufacturing facilities in southern Thailand, constructing the new factory next to existing buildings at the site where the group consolidated mass production from Japan and Thailand last year. Costing 120 million Thai baht (£2.7 million), the new building will increase manufacturing capacity by 60%. The investment follows last week’s news that Roland DG it is relocating and consolidating its headquarters in Japan to a new-build in Miyakoda in Kita-ku, Hamamatsu. It currently has two separate sites in the Miyakoda area for its headquarters and factory. The new headquarters will be “Nearly ZEB” – part of the four-level certification for zero-energy construction – which, for Roland DG, will mean reducing energy consumption by 75%. imagesmag.uk/roland-thailand BPMA relaunches awards to bring in more suppliers The British Promotional Merchandise Association (BPMA) has relaunched its awards, opening them up to more suppliers, with categories for clothing and other textile products. The 2022-23 BPMA Product Awards for promotional merchandise opened for entries on 1 September 2022, but this year the organisers want to bring in suppliers outside of its membership. There are 15 categories, including Apparel Product of the Year as well as awards for sustainable innovation and UK-made products. Visit bpma.co.uk/ productawards for a full list. The awards opened for entries at 8am on 1 September and close at 5pm on 1 November 2022. Charges for entries plus terms and conditions apply. For advice and tips on entering, the BPMA will hold a webinar on 8 September. imagesmag.uk/bpma-awards22 Banner Group has published a new report on sustainability A computer-generated image of Roland DG’s new factory in Thailand The BPMA has relaunched its Product Awards Gildan continues its run of record sales and earnings Clothing supplier Gildan Activewear has reported record sales and earnings for the three months to July this year despite rising costs and inflationary pressures. In the second quarter of 2022, the group generated sales of $896 million (£738 million), up 20% over the same period in 2021, driven by its business that manufactures blank garments. This followed record results for 2021 and the first quarter of 2022. Gildan warned that it had seen “some slowing” as it moved into the second half of 2022, however the company posted a positive message about its future outlook despite “a continued environment of inflationary cost pressure”. imagesmag.uk/gildan-july22 [L-R] Karen Burrows, Madeira UK’s managing director, presenting flowers to employee Gill Kilvington to mark the 25th anniversary of Gill joining the thread and consumable company

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INDUSTRY NEWS www.images-magazine.com 22 images SEPTEMBER 2022 Find our digital editions online: imagesmag.uk/digital-issues Manufacturers look to automation for survival Small and medium-sized manufacturers plan to invest in automation and other technology to help them adjust to rising costs and other challenges, according to a new survey. A third of respondents in north-west England said that their latest business strategy included integrating digital technology or a roadmap towards automation, while 38% planned to invest in or adopt new technology in the next two or three years. However, Made Smarter’s research discovered that barriers to technology adoption, such as lack of capital and investment funding, as well as a lack of time, remained despite 80% of manufacturing leaders expressing a clear understanding of what they need to do and the benefits of investing in new technologies. The research was carried out across 200 SME manufacturers in a range of sectors in the north-west by Made Smarter, the movement connecting UK manufacturing industries to digital tools. imagesmag.uk/made-automation Dye sub printer produces shirt with colours of 92 football clubs Roland DG has unveiled a sports shirt featuring more than 100 different colours from the top 92 football clubs in England and Wales to showcase its Texart XT-640 printer. It worked with concept kit designer Andy Slater, also known as Xztals, to create the shirt to tie in with the start of the new football season on 30 July 2022. Stephen Davis, marketing director for Europe, the Middle East and Africa at Roland DG, said: “Launched in time for the highly anticipated 22/23 season and during a very memorable year for football, it is the perfect way to highlight the capabilities of the Texart XT-640, which is specifically designed to provide super quality with vibrant colour technology for sportswear, sports apparel and sport accessory manufacturers.” Andy Slater is known for his creativity when it comes to sports apparel and has worked with brands and organisations such as BBC Sport and PlayStation, coming up with concept kits ahead of sporting events and tournaments. imagesmag.uk/texart-football Gilt Edged moves to new premises Gilt Edged Promotions is ready for further growth after moving to new premises over the summer. The company has purchased and relocated to a two-storey site in Deer Park Road, in Moulton Park, Northampton, which stretches over two floors, and refurbished its new home to “make operations more streamlined and efficient”. Managing director Natalie Eichmann said: “When this gem on Moulton Park popped up, it was the perfect fit. Our new office and upgraded facilities have enhanced our operational efficiencies and will help us to continue to grow and evolve.” imagesmag.uk/gilt-relocate Managing director Natalie Eichmann (centre front row) with the rest of the Gilt Edged Promotions team at the new premises Football shirt printed with more than 100 colours using the Roland Texart XT-640 Research by Made Smarter reveals barriers to technology adoption remain for SMEs

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INDUSTRY NEWS www.images-magazine.com 24 images SEPTEMBER 2022 Soyang Europe gains ‘Carbon Neutral’ status Soyang Europe, which supplies digitally printable media and direct-togarment (DTG) and wide-format printers, has secured Carbon Neutral status. The certification was achieved after the company, based in Accrington in Lancashire, went through an assessment by CarbonQuota, which provides independent and science-based carbon measurement for manufacturers. To achieve Carbon Neutral status, a company must commit to emissions reductions and then cancel out carbon emitted by an activity that reduces or removes an equal amount of carbon through verified schemes. Mark Mashiter, managing director of Soyang Europe, said: “We have worked extremely hard to implement a number of innovative schemes including minimising our container loading into 40ft containers to reduce carbon by maximising space, investing in two lowemission trucks from Mercedes, and ensuring any carbon we omit from our manufacturing operations is offset. “In addition, all our company cars and forklift trucks are electric, our warehouse lighting is LED and we also use solar energy.” imagesmag.uk/soyang-carbon First Avenue Supplies, a specialist in embroidered and printed clothing, has appointed a new general manager after continued growth and investment in staff and equipment. Calum Jackson, who joined in April as office administrator, has been promoted to the general manager role after he “massively excelled” in the job. The appointment comes after First Avenue Supplies, based in Bletchley in Milton Keynes in Buckinghamshire, experienced continued improvement in sales and increases in workload since last year. Sales director Scott Temple said: “We are always under pressure to supply a quick-fire service, which is tiring, and Calum has the energy to thrive within that and motivation levels equal to myself to keep pushing. “Alongside Calum we have invested further in staffing this year with a new storeman and an extra machine operative.” A new Happy four-head embroidery machine was installed in August. imagesmag.uk/avenue-calum Direct Textiles & Bags (DTB) is continuing to grow its sales team with two new appointments. Carol Fairhurst has taken on the role of account manager, responsible for account management and general sales support and helping to develop relationships with existing customers. With a background in accounting, Carol has been with the bag and garment decorator for several years and was most recently leader of the accounts team. Kyra Lawrence, sales team leader at DTB said: “The team is growing rapidly at the minute. Carol is another fantastic addition who will help us all. With her knowledge of DTB and its systems, she is, and will continue to be, a massive asset to the sales office.” In another addition to the sales team, Lisa Green has been appointed junior account manager. She brings a variety of experience to the role including time working at logistics company DHL. imagesmag.uk/dtb-carol CHANGING FACES View our latest videos: imagesmag.uk/videos [L-R] First Avenue Supplies sales director Scott Temple with general manager Calum Jackson Soyang Europe has been certified by CarbonQuota as being ‘Carbon Neutral’ [Illustration: Gerd Altmann (Pixabay)] Carol Fairhurst Lisa Green

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INDUSTRY NEWS www.images-magazine.com 26 images SEPTEMBER 2022 Subscribe to Images online: imagesmag.uk/subscribe Small businesses say recruitment ‘major concern’ More than four in five small businesses have reported that they are having major problems with recruitment, according to new research. A survey, commissioned by the Gatsby charitable foundation, has revealed that nearly one million small businesses – 81% – in England have “major concerns” about finding staff. The ability to recruit people with the right knowledge and skills for their needs is the second biggest overall issue for small businesses (43%) after rising costs (51%). On top of this, 86% of small businesses say they face barriers upskilling current employees, and only 38% of small business employees undertook training in the last year. Gatsby released the research to coincide with the launch of Education Landscape: A Guide for Employers. This free resource explains how employers can work with schools, colleges and universities, and the wider skills system, to benefit their business. Partners in the initiative include the CBI, the Federation of Small Business, British Chambers of Commerce and the Institute of Directors. imagesmag.uk/gatsby-recruit ‘Progress’ for Gildan on environmental and social goals Gildan Activewear’s latest Environmental, Social and Governance (ESG) Report sets out how it has reduced waste and increased the use of renewable energy as part of wider commitments in 2021. According to the new report, 39% of the blank garment manufacturer’s energy came from renewable sources in 2021 while it achieved an 18% reduction in water intensity compared to 2018. It reduced total waste intensity by 15% in 2021 compared to 2018 and reduced waste clippings by 68% compared to 2020. In terms of social achievements within its ESG goals, Gildan donated $2.1 million (£1.7 million) to community partners, provided $15.1 million (£12.3 million) towards in-kind benefits for employees, and ensured that 98% of its workers were represented by formal health and safety committees. In an employee engagement survey published in the ESG report, 78% of respondents said they believed the company was an inclusive workplace. The new ESG report can be found at gildancorp.com/en/responsibility/ respect-for-transparency/esgreports/. imagesmag.uk/gildan-esg21 Workwear team raises charity funds with car rally A team led by the boss of customised clothing supplier MyWorkwear took to the roads of Scotland at the end of August in the Cannonbawz Run to raise money for charity. Managing director James Worthington was due to drive a total of 1,500 miles as part of a wider challenge to raise money for MyWorkwear’s nominated charity, Race Against Dementia, which supports research into the prevention and cure of dementia. The total raised had reached £1,700 by the middle of August. James said: “The Cannonbawz Run will hopefully act as a strong start to our fundraising, but we will be continuing our effort throughout the year.” imagesmag.uk/workwear-rally Research shows nearly one million small businesses have “major concerns” about finding staff James Worthington, managing director of MyWorkwear, ahead of the Cannonbawz Run The cover of Gildan Activewear’s latest ESG Report

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BUSINESS DEVELOPMENT www.images-magazine.com 28 images SEPTEMBER 2022 How do I create and implement a recognisable brand for my new garment decoration start-up? Starting a business is a brave move – congratulations! You have taken the time to learn your profession inside out, and know your audience and your products, and taken the steps to set up on your own. Now it’s vital that you create a brand identity that respects and reflects all of that. Establishing your brand from the outset helps position you in your market, sets you apart from your competitors and communicates everything about you and your business. A good brand is recognised, respected and generates local customers. But what is a brand? It’s way more than just your logo. It’s your ethos, your company goals, your culture, the language you use, your tone of voice and your imagery. It’s the standard of service you provide, both in your product delivery and your customer relationships. A brand is how your audience sees you emotionally, as well as physically. Establishing that brand properly and ensuring that it is conveyed through your whole business delivers a consistent message to that audience and enhances your reputation long-term. First steps To create your brand identity, you need to identify your USPs (unique selling points), your goals and your company mission statement. Ensuring that your messaging, vision and mission are aligned and are communicated consistently creates a positive direction for the business and puts you in the best position for success. Working with a brand agency can help you in this process as sometimes a company owner can feel a bit too close to the business to see it objectively. Brand guidelines As your brand is created, guidelines about it can be put together. These then provide the rule book for all executions of your brand: online, in social, in print and in voice. They ensure consistency, and guarantee that your logo is being used as it should, from colours to size to wording beneath and around it. They set the standard, and ensure any visual communications match those standards. They guide on all communications. They also provide focus – brand guidelines can be adapted and added to as your company grows, but to have them set from the beginning means that everyone is speaking with the same voice as the company develops. This prevents too many changes being made too soon, which could dilute your identity. Tone of voice for your website Always keep your brand front of mind when creating and using your website. The key with websites is to keep it simple: keep wording concise, get to the point as quickly as possible. You don’t have much time to grab attention. Decide your overall website goals and work down from that. It’s much easier to establish a tone of voice when you know what you want the website to achieve. Speak directly to your audience. If you use complex words and phrases then you risk putting a lot of people off. Don’t confuse users with technical jargon; speak to your audience with personality, not perplexity. When writing new blog posts, ensure the tone of voice is kept the same, whether you have chosen a relaxed style or something a little more formal. Consistency is key. Social media The tone of voice that is created as part of the brand guidelines, and used in all advertising and web design, needs to flow across all social media and general media communication. It’s wise to create a social media strategy before starting, and looking and listening to other companies and customers before posting. Then this strategy should list the types of posts you are creating, the key messages you want to promote and what you hope to gain from each post, be it a drive to site, a key product promotion or straightforward brand promotion. As a new business you may be working alone, in which case your social media strategy will help you keep focused on your brand as it grows. As you grow, it can ensure consistency, so that if the social media management is taken on by someone else, it still feels the same. Creating and building a brand takes time, but a strong brand benefits everyone – you, your customers, your business partners, your employees. So it’s important to get it right and then ensure everyone is using it right. That way all your hard work is remembered, retained and reflected – through all your communications – as your company grows. Expert advice on the business of running a garment decoration company Q&A Julaine Speight is director of First Internet, an award-winning full-service digital marketing agency based in Greater Manchester. Services include website design and development, UX design, SEO, social media management and content marketing. www.firstinternet.co.uk

www.images-magazine.com SEPTEMBER 2022 images 29 BUSINESS DEVELOPMENT Why does influencer-generated content outperform brand-generated content? Because influencer-generated content is relatable and authentic, the content alone can deliver eight times as much engagement as brand-generated content. Influencers bridge and humanise the gap between corporations and consumers; they’re the perfect middle ground to influence and impact a target audience. Another reason why influencer-generated content can be good value for money is its quick production time. At the tap of a button, content can be curated and shared to thousands. Consumers are used to instant gratification due to platforms such as TikTok, YouTube and Instagram – and content creators use this need to their advantage. Will influencer marketing last? Trends come and go, and virality ebbs and flows with the tide, but we can be certain of one thing: influencer marketing has definitely made its mark on the way businesses and brands advertise themselves, and the impact of influencer content is continuous. The influencer industry is becoming more regulated and streamlined each day – it’s no longer deemed a ‘fake job’ by society at large. Working with influencers can enhance your digital marketing strategy enormously; in fact, 63% of marketers intend to increase their influencer marketing budget this year. Back in 2013, our phones were blessed with the introduction of short-form video content. At Vine’s peak, over 100 million people were using the platform every month. And it’s easy to see why: the content was instant, it was gratifying, and there was a certain air of excitement surrounding the soon-to-be-known faces behind the screens. No matter who you were, it was possible to go viral at the click of a button. The average Joe could become an influencer overnight, amassing thousands of views and a gaggle of followers. In recent years, working with these influencers has become a mainstream marketing practice. Many brands now consider influencer marketing a key component of their online strategy. But can influencer marketing boost your search engine visibility? SEO: where does influencer marketing fit in? Influencers tend to have a large and loyal audience that trusts them. This can be leveraged to put your business in the spotlight – and to give the search engines what they want. E-A-T is a key component of Google’s ranking algorithm. For a piece of content to rank among the top Google results, it ideally needs three things: Expertise, Authority, and Trustworthiness. How do influencers contribute to E-A-T? Influencers can reinforce and reaffirm your business in the eyes of your target audience. Popular creators can influence their followers by sharing engaging, tailored content; if you choose to utilise influencer marketing as part of your online strategy, your business goals become entwined with the influencer’s preestablished platform. This collaboration can help to give your brand a reputation for expertise and authority, increasing the customer’s sense of trust and rapport and – hopefully –boosting conversions. How does influencer marketing affect SEO? If you are constantly looking for marketing shortcuts, your impatience will lead you to give up too soon and put you right back where you are now. Results from marketing are a slow build. The graph is often shallow for a long time and then, just after the point where you want to give up, the trajectory lifts until it starts building with hardly any effort at all. Your marketing campaign therefore cannot consist of one really good video shot on a fancy camera. At least seven excellent, consistent and well-thoughtout posts are what you need. Can you tell the customer a story in seven different ways? Let’s take the example of wanting to be the first choice in your city for band merch. You will need to take the customer through a journey, starting with them imagining their garage band all wearing black shirts with their freshly drawn logo on, standing on stage, feeling awesome. We aren’t selling the ink or the shirt or our logo drawing service, we are selling them on finally being a ‘real band’. Could you print a handful of shirts and get people to wear them at a gig, could they say the band’s name on the front and then on the back says “Our shirts were printed at Squeegee & Ink”? Could you take a video of a new band putting on their shirts backstage before they head out? Could you take a video of a fan buying a shirt and putting it on straight away? Could you No hacks, just work show someone taking a selfie with their new shirt on? Could you film someone on the sofa wearing their shirt and rewatching the gig on their phone? Wouldn’t these shots be more effective than showing the squeegee pulling the red layer on the auto again, or the video of your assistant taping another screen? I understand you are a screen printer and not a marketing agency, but if the prize is being the top studio in your city or town, the effort is worth every second. Chessie Rosier-Parker is director and studio manager of Squeegee & Ink, a screen printing and embroidery studio that also provides pre-exposed screens and film to garment printers along with social media workshops. www.squeegeeandink.co.uk/ learn-to-screen-print Joel Dear is from ETrader, one of the industry’s leading suppliers of websites to garment decorators across the UK. www.etraderwebsites.co.uk

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