Hot premium denim and activewear brands emerging in Los Angeles have caught the eye of Avery Dennison Corp. So it moved in next door to them.
The Glendale label maker earlier this year opened a marketing and sales-oriented showroom in downtown L.A.’s Arts District, where Avery hopes to attract clients by showing new, cool labeling technology and offering expensive resources for free.
The center is the brainchild of Shawn Neville, president of Avery’s retail branding and information solutions division, who hopes the center will help the company build up a bigger presence in L.A.’s large apparel industry.
“We had the potential to dramatically improve how we support the market in Los Angeles, which is one of the top five markets in the world,” Neville said, and one that is growing. “It’s to build market share.”
The L.A. facility, opened in September, is Avery’s third, following fairly similar ones in Germany and Ohio. The idea is to grab business early on by offering services that small and emerging brands usually can’t afford but desperately need.
Brands can send their graphic designers to the center to quickly create all the different types of labels they need: ones that carry information about materials and care instructions; simple price tags; and fancier tags that display a brand’s name and logo – think of the labels tacked on the pocket or waistline of a pair of jeans. They can pull from Avery’s on-site materials to mock up hang tags, instantly print samples that might otherwise take weeks to produce and get advice from Avery’s experts on complex labeling rules that vary by state and country.
Those services are more in demand as manufacturers and designers spend more time and money on labeling as a way to stand out from competition and to comply with ever-stricter disclosure requirements, said Gary Garfield, a 20-year veteran in label manufacturing and owner of California Label Products in Los Angeles and Gardena.
“People just want more information on them: Retailers want price, manufacturers want logos, customers want sizes,” Garfield said. “It becomes an all-encompassing item.”
Given that increased attention on labeling, Avery’s strategy makes sense to Kim Zablocky, founder of the Retail Value Chain Federation in South Plainfield, N.J., which helps settle labeling issues between brands and retailers. He called Avery’s centers a simple and innovative marketing tool and said Avery is the only labeling company large enough to attempt this kind of marketing strategy.
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