ImagesMagUK_Digital-Edition_Dec17

N ext month sees Printwear & Promotion Live! return to Birmingham in its new earlier slot. We spoke to Tony Gardner, event director, about the timing of the show and the reasons why the NEC is the only place for garment decorators to be on 21 to 23 January (page 26). What’s certain to remain the same at the 2018 show is the popularity of the live demonstrations of garment decoration equipment and machinery: if there’s one thing that’s guaranteed to draw a crowd it’s the sight of an embroidery machine clattering through a left chest logo, or the ‘swish’ of a squeegee laying down a T-shirt print; transfers being applied on a cap press, or a DTG printer outputting a full-colour design onto a polo or tee. Even industry insiders who work with this technology every day are mesmerised! YR is a company that has taken this fascination with watching live decoration and allied it to the public’s seemingly insatiable desire for customised products. We visited the Levi’s store in London to see YR’s live printing in action (on Levi’s Trucker Jackets, using a Brother GTX DTG printer), and to speak to the com- pany about the importance of ‘the experience’ to shoppers buying customised clothing. The Levi’s installation was hugely impressive – from the initial visual impact of the Print Bar with its wall-sized display panel, through to details such as the elegant product packaging. What was also impressive was the queue of excited customers who were fully engaged in selecting designs and placing orders via the touchscreen kiosks, and totally absorbed in watching their jacket pass through the pre-treatment, printing and heat pressing stages, and then back into their hands complete with a stunning, limited edition tattoo print. YR provides a specialised service; however, there were many useful lessons to be learned from the company’s super efficient set-up that could be applied to any garment decoration business – the power of customer engagement, in particular. Perhaps the festive break would be a good time to ponder how you could increase your engagement with your customers – maybe it could be as simple as offering your workwear clients the opportunity to watch their next order being embroidered with their business’s logo in your shop? There’s nowhere to hide if things go wrong when you’re decorating live, which is why YR places such store in the reliability and efficiency of its equip- ment, software and workflow. Adelco’s Mark Smith knows a thing or two about all three: he shares some expert advice on how to improve the latter in this issue’s DTG helpdesk (page 18). As for reliable equipment, P&P Live! gives you the perfect excuse to go and ogle the latest technology and establish which tools will allow you to take your business to the next level in 2018 – see you at the NEC! In the meantime, very best wishes for a Merry Christmas and a happy and prosperous new year from all at Images . Jonathan Vince Watch it! Published by: 360 Communications Ltd images magazine, 360 Communications Ltd, 58a Livingstone Road, Lioncare House, 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 / unsubscribe / update contact details online: www.images-magazine.com Publisher/advertising: Jonathan Vince | jonathan@images-magazine.com Features editor: Rachael Glazier | rachael@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) Follow images on social media: ImagesMagUK Opinions expressed by contributors in this magazine are not necessarily shared by the Publishers. Editorial contributions are invited, on the understanding that the editorial director 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 publishers accept no liability for either errors or omissions. DECEMBER 2017 | VOL.26 NO.12 ST EDITORIAL www.images-magazine.com DECEMBER 2017 images 05 JANUARY 9-11, 2018 PSI 2018 Messe Dusseldorf, Messeplatz Stockumer Kirchstraße 61, 40474 Düsseldorf psi-messe.com JANUARY 14-15, 2018 Trophex 2018 Hall 11, NEC, Marston Green, Birmingham B40 1NT trophex.com JANUARY 16-17, 2018 PPD Live Ricoh Arena, Judds Lane, Longford, Coventry, CV6 6GE ppdlive.com JANUARY 19-21, 2018 ISS Long Beach Long Beach Convention Center, 300 East Ocean Boulevard, Long Beach, California, USA issshows.com JANUARY 21-23, 2018 Printwear & Promotion Live! Halls 17 & 18, NEC, Marston Green, Birmingham B40 1NT printwearandpromotionlive.co.uk FEBRUARY 7-8, 2018 Coactive Newtech Manchester Hallmark Airport Hotel, Stanley Road, Wilmslow, Cheshire SK9 3LD coactiveevents.com FEBRUARY 15-17, 2018 TV TecStyle Visions 2018 Messe Stuttgart, Messepiazza 1, 70629 Stuttgart, Germany tecstyle-visions.com APRIL 24-26, 2018 Sign & Digital 2018 Halls 17 & 18, NEC, Marston Green, Birmingham B40 1NT signuk.com MAY 15-18, 2018 Fespa 2018 Messe Berlin, Messedamm 22, 14055 Berlin, Germany fespa.com OCTOBER 18-20, 2018 SGIA 2018 Las Vegas Convention Center, Las Vegas, Nevada, USA sgia.org JUNE 20-26, 2019 ITMA 2019 Fira de Barcelona, Gran Via, Barcelona, Spain itma.com DIARY