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Fall Fashion: Can You Dig It?

Filed under: Community, Guest Blog, News About ASI

Our annual Style Issue and high-fashion shoot for Wearables is an exercise in ambition. Instead of everyday polos and T-shirts, we challenged preconceived notions of promotional apparel. It’s Fashion with a capital ‘F.’

The bar was high, but I think we surpassed expectations. Last year, we created a life-sized background, plastered it to the ground and wired a camera to the ceiling, 14 feet high. Designer Conrad Booker conceived an original line of clothing for industry decorators to bring to life and the 15-hour shoot culminated in a gravity-defying (and award-winning!) fashion spread.

The question this year, obviously, was “How can we top that?”

The answer: Be dramatically different.

Echoing leading fashion pubs like Vogue and Harper’s Bazaar, the 2015 fall fashion shoot featured a minimalist set design that showcased the amazing 1970s-era clothes (the year’s biggest runway trend) and floral multimedia decoration. We combined the shoot for Wearables and Stitches for the first time in anticipation of the upcoming integration of the magazines, and in response to our many readers’ interest in varied decoration techniques.

Each year, the day of the shoot is always exhilarating but stressful, but this year’s also was the most fun and relaxed. ASI’s photographer Mark Pricskett kept the mood light by cranking the grooviest disco tracks of the era (Saturday Night Fever, anyone?). ASI intern Alexandra Steel got some good-natured ribbing for an important-but-thankless task: raking the set’s shag carpet. And, I admit it, we all took turns modeling the amazing faux afro puff (made from dyed raffia) Conrad created for one of the outfits.

Check out the fun by watching our behind-the-scenes video.

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Thanks to incredible outfits provided by leading designers and industry decorators, the shoot was a joy instead of a job. But an all-day shoot with two models and nearly a dozen staffers and assistants hustling and bustling isn’t a simple matter of throwing on an outfit and snapping a few pics. Thought and effort go into everything: makeup and hair, lighting and even poses. It’s a mix of science and art, fueled by a hefty dose of professional intuition.

Take the laser-cut leather jacket from designer Byron Lars. Mark encouraged our model Roxanne to try some “cheesy smiles” and, boom! Smiling visions of Farrah Fawcett and Cheryl Tiegs filled our heads (as they did countless boys from that era), and we knew we had our shot.

We’re unabashedly proud of the work we did, but our biggest hope is that it serves as inspiration for decorators across the industry so they’re encouraged to experiment and push the limits with their creations. While these decoration techniques were used for high fashion, they’re the very same tools that will allow promotional apparel to stand out from the crowd.

We’re already looking ahead to an even more far-out 2016 fashion shoot – and encourage you to aim for new heights as well.

Wearables Editor C.J. Mittica (pictured above), cmittica@asicentral.com


With Direct Link, the Future is Now

Filed under: News About ASI

In today’s business world, a positive customer review is as valuable as an ironclad sales contract. Whenever one hits my inbox, I’m tempted to post it on a billboard. The Internet – today’s version of an electronic billboard – will have to do.

Below is my latest favorite, sent to us by Magnet’s Chief Technology Officer Rene Whitcraft, testifying to the value of the direct connection that now exists between ASI’s ESP® and suppliers like The Magnet Group (asi/68507), Color FX Inc. (asi/55520) and Power Sales & Advertising (asi/79083):

“ASI’s new API allows us to bring new products to market and update pricing electronically and instantaneously – as compared to weeks of manual entry and review,” Rene told us. “In addition, the API is comprehensive and robust, which will allow us to take the next integration step – electronically receiving and processing orders received through ESP. By improving the accuracy of the product data found on ESP and shortening the order-to-delivery time through automated order processing, ASI’s API will make buying from The Magnet Group a painless and satisfying experience for our customers.”

In short, APIs (or application programming interfaces) means large suppliers can now be directly linked to ASI’s ESP – the industry’s No. 1 product sourcing tool – allowing suppliers to update time-sensitive product information like SKU level pricing and inventory in a blink.

With direct connect, updates that once took up to 24 hours now occur in under five minutes. And, suppliers with databases directly linked to ESP Updates no longer have to log in to ASI – as soon product updates are made in their system, they are automatically updated in ESP.

This is nothing less than the single most dramatic advancement the promotional products industry has seen in decades. I’m proud to say that our product data platform is moving this industry forward and transforming the way distributors search, find and quote products to their customers.

In today’s get-it-now marketplace, speed and efficiency are as critical as positive reviews.

For distributors, direct connect means more product, shipping and pricing information, when and how they want it, with faster, easier order management, making businesses more efficient and orders placed with more confidence and fewer questions.

For suppliers, it means a seamless, time-saving system that allows for updating the latest product info and pricing in minutes, and in bulk. Just by choosing the type of product they’re entering, ESP automatically defaults to values for easy inputting. Plus, suppliers can work from templates instead of manually entering every detail themselves.

So far, ASI has successfully migrated 3,200 suppliers’ data into ESP Updates, which hosts over 950,000 products and feeds directly into ESP, meaning distributors enjoy direct access to one terabyte of continuously updated product data with over 12 million price points, 2.5 million product images, 450,000 virtual sample-ready images and 29 million product attributes.

If that isn’t billboard-worthy, I don’t know what is.