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FSG America Cliff Keen Market Trends: Although this wrestling market specialist is seeing a pickup in business, there are still large portions of the country where wres- tling is on hold due to the c o r o n a v i r u s p a n d e m i c . However, teams are getting uniforms ready to go once states provide more clarity for winter sports, according to SVP Chad Clark. Regarding sublimation trends in wres- tling, "In past seasons, the crazier and wilder the look, the better. But now the trend is toward collegiate and cleaner looks, for the most part. People love throwback looks, which tend to be very clean," he explains. Technology and Initiatives: Clark says that the sublima- tion process is continually i m p ro v i n g . " P ro p r i e t a r y technology is like a good recipe — ingredients such as ink, paper and our state- of-the-art sublimation press matter. We're always looking to improve our processes and quality and to get faster," he says. Advice for Dealers: "Team d e a l e r s h a v e g r a v i t a t e d toward sublimation over the past decade — it's one price for one color or 50 colors and it's an easier ordering process," says Clark. "The challenge is getting good art- work that converts well to large files." The Future: Clark points out that a lot of companies have invested in sublimation and there's a greater diversity in the types of garments that can be sublimated. But expense is still an issue. "It's an arms race with speed and efficiency and you need the right equipment to increase speed and quality," he says. "The equipment is expensive and you need skilled opera- tors to use it." n Market Trends: Ken Kennedy, managing director of FSG America, is seeing more migra- tion to sublimation because it provides tremendous flexibility and reduces inventory needs. Technology and Initiatives: The company just launched its full Private Label 3D Builder that allows each dealer to brand according to its own guidelines. "A tra- ditional builder is a rendering tool, not an integrated pro- duction tool. But our Private Label 3D Builder is a quantum leap from what's going on right now. It's a true produc- tion tool," says Kennedy. In addition to its huge file cre- ation capacity, the builder can create marketing tools for sales reps, which elimi- nates the need for a graphics team. "Once a team logo is created and uploaded onto the builder, the rep can create designs — it's a very polished presentation and it allows the team dealer to get into all markets and all sports," he says. As a bonus, the new builder allows the same designs and coloring in uniforms to be used in fan- wear, creating a cohesive look for schools and teams. "It's a good revenue stream for dealers," Kennedy remarks. Advice for Dealers: Kennedy suggests that team dealers should embrace sublimation because of its many conve- niences: single purchase, a clean way to go, never out-of-stock, and there's no obsolescence with sublimation as with cut- and-sew. "The world is changing dramatically and there's a migra- tion to direct-to-consumer that won't stop," he says. "As the technology expands, the dealers are getting squeezed, mean- ing that dealers need to push their own private label brands, and sublimation supplies that. Sublimation allows big and small dealers to have and develop their own private label brands, and they can cut the number of SKUs and decrease inventory in the process." The Future: "The biggest change coming is faster speed," says Kennedy. ""COVID-19 has accelerated the change of brands going direct-to- consumer to regain revenue and margin and this is a real negative for the average team dealer. The capabilities of subli- mation are essential for dealers to start selling their own brand. Today's sublimated product is just as good or better than any from the Big Three brands and private label brands are great in building customer loyalty. My advice to dealers is to use sublimation to build your own brand equity— stop building someone else's." n TEAM/ APPAREL 58 • January 2021 sportstyle • sportstylemag.com

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