Tackle Twill Investment Evaluation

Part
01
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Part
01

Lion Brothers and Silver Crystal Group

Lion Brothers generate an estimated revenue of $26.4 million, while Silver Crystal Group generates an estimated revenue of $4.4 million.

Lion Brothers

Estimated Revenue

Products

The company offers 8 products which are;

Target Consumer

The company's target consumers are;
  • Professional & collegiate team sports seeking products such as crests, word marks & logos, official league logos, and brand logos.
  • Membership and affinity organizations looking to create achievement and fun patches, organization insignias, and troop/council/chapter insignias.
  • Colleges, resorts, and entertainment companies looking to create fan wear, fashion embellishments, or fan apparel decorations.
  • Fashion brands looking to create fashion apparel.
  • Retail companies and e-commerce platforms looking to provide customization and brand personalization services.

Competitive Advantage

  • Lion Brothers differentiate itself from its competitors with the use of "innovative apparel manufacturing techniques". The company achieves this by integrating creative design with technological & scientific advancements.
  • The company offers global manufacturing services under global brand standards for "social, environmental and facility compliance".
  • The company also offers research & development and trends & insight services to their clients.

Advertising Material

  • Lion Brothers market's itself on its Facebook and Instagram pages, by showcasing the jobs it has completed for notable brands like Coca-cola, Champion, and Nike.
  • Examples of its advertising materials can be seen here and here.

Silver Crystal Group

Estimated Revenue

  • The estimated revenue for Silver Crystal Group is $4.4 million.

Products/Services

  • On-site Retail Entertainment & Apparel Customization — The group provides equipment for sports retailers to fulfill custom orders via mobile phones or in-store, and have them printed on-site during games. It offers this service through its company fanzones.com.
  • Jersey customization — The company offers jersey personalization services regardless of their style or year of origin. It's capable of printing any number or name on jerseys, using the exact fonts as the sports team. The company offers this service through jerseyfactory.com.
  • Sports Letter & Number Manufacturing — Silver Crystal Sports, another subsidiary of the Silver Crystal Group, is focused on providing "professional" sports numbering and lettering manufacturing services, and "digital retail ordering systems" for product customization.

Target Consumer

  • Silver Crystal Group mainly targets the sports industry, especially with its ball and jersey customization services.
  • In the sports industry, the company is focused on providing its solutions/equipment to sports retailers and major leagues.
  • Although the company is largely focused on the sports industry, it also provides services to other industries including apparel, food, cars, and home.

Competitive Advantage

  • The Silver Crystal Group sets itself apart from its competitors by offering its clients hardware and software solutions tailored to their business, brand, and products.
  • It also offers solutions that enable its clients to sell "thousands of products" in a tiny footprint and at higher margins, to increase sales by 25-150%.
  • The group offers its clients "flexible financing" options such as a 0-100% upfront capital, depending on their specific business needs.

Advertising Material

  • The group markets its subsidiaries including Jersey Factory, on social media websites such as Facebook and Instagram. An example of their social media advert is here.


Part
02
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Part
02

Twill USA, Kollege Town Sports and Premier Athletics

Twill USA, Kollege Town Sports, and Premier Athletics are suppliers and manufacturers in the sports apparel industry; Twill USA primarily offers Heat Transfer Vinyl materials and fabrics.

Twill USA

  • Twill USA is a supplier of Heat Transfer Vinyl (HTV) Products for the sports apparel industry, based in Indiana. They process online orders from the United States, Canada, and Mexico.
  • The company's estimated revenue is around $6.3 million.

Products Offered

  • Twill USA primarily offers Heat Transfer Vinyl materials and fabrics such as reflective, glitter, sports twill fabrics and acrylic sports felt in over 100 different colors, patterns, and textures.
  • Specific product categories include sports twill, metallic twill, HTV flex film, HTV sports film, HT sports glitter, HTV foil and hologram, sports felt, reflective materials, pre-cut letters & numbers, fashion fabrics & adhesive, and Rhinestone & Sequin Designs.

Target Consumer

  • They primarily serve the sports apparel industry in the United States, Canada, and Mexico as they do not deliver to locations outside the U.S.

Competitive Advantage

  • Twill USA holds multiple U.S. patents for materials and techniques to manufacture specialty films and adhesives including one on the "Tackle Twill" fabric, which can decorate athletic apparel through "pressure-sensitive and permanent adhesive" methods. They claim that the fabric is durable and suitable for full-contact sports.

Example of Advertising Material


Kollege Town Sports

Overview & Revenue

Products Offered

  • Kollege Town offers customized apparel for corporate and teams, equipment, and fundraising through screen-printing, embroidery, applique, and laser etching techniques. They also provide services to help customers set up an online store to sell the created merchandise.

Target Consumer

  • Their target customers include schools, colleges & universities, companies & corporations, bookstores, and booster clubs.

Competitive Advantage

Example of Advertising Material


Premier Athletics

Overview & Revenue

  • Premier Athletics are manufacturers of custom-made apparel based in California.
  • The company's estimated revenue is around $4 million.

Products Offered

  • Premier Athletics offers custom-made apparel made through various techniques including "full-sublimation, tackle-twill, silk screening, heat transfers, and embroidery". Specific product categories include apparel for slowpitch, baseball, fastpitch, basketball, and football.

Target Consumer

Competitive Advantage

Example of Advertising Material

Part
03
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Part
03

Tackle Twill & Competitive Technologies

Tackle twill technology is durable and flexible. On the other hand, the design can take a longer time to complete compared to some other technologies. Screen printing and embroidery are two competitive technologies that can be used to accomplish the same goal of applying customized patterns to clothing.

Pros of Tackle Twill

  • Tackle twill is highly durable as a result of its sturdy construction. It uses polyester material and is applied through tight stitching and rigid weaving. The twill design usually outlasts the clothing material to which it is attached.
  • It is easy to make tackle twill designs using computer-aided sewing machines.
  • Tackle twill is available in a wide range of customization and pattern options.
  • Tackle twill can be used to create three-dimensional designs as it is highly flexible.

Cons of Tackle Twill

  • The multilayered method of creating tackle twill designs usually take a longer time when handling orders compared to other technologies such as screen printing.
  • The high durability of tackle twill design usually makes it more expensive than common methods like screen printing.

Competitive Technologies

  • Tackle twill is a technology used in attaching customized patterns to clothing. In tackle twill technology, patterns are created by sewing several layers of fabric over each other using a twill material.
  • Two competitive technologies that can be used to accomplish the same goal of attaching customized patterns to clothing are embroidery and screen printing.
  • They are popular technologies used in making items such as nameplates, sports jerseys, Greek lettering styles, and logos. Other technologies include sublimation and general applique.

Screen Printing

  • Screen printing designs are created by using a screen to print designs. Replica sports jerseys are usually produced through this technology.
  • Screen printing technology uses a mesh screen to apply ink to fabrics in order to create the design. The design is "exposed onto the screen, washed out, set-up on the press, and the ink is passed through the screen onto the shirt".

Pros of Screen Printing

  • Screen printing technology is excellent for creating images that are almost identical to photograms.
  • The turnaround time for producing screen printing designs is shorter compared to that of tackle twill.
  • Screen printing is generally cheaper than tackle twill.

Cons of Screen Printing

  • Screen printing is not as durable as tackle twill. The image is likely to fade away through prolonged use and washing.
  • It is very likely for the image to develop cracks over time.
  • Screen printing is generally not as accurate as tackle twill as trimming positions sometimes have differences.

Embroidery

  • Since stitching is used to apply patterns to fabrics in tackle twill technology, it can be considered to be a kind of embroidery. Full embroidery designs are however different because every part of the design is created from threads, without any use of fabric.
  • An embroidery logo or design can be sewn onto fabric using a thread and needle. Fully automated embroidery technology uses machines and threads.

Pros of Embroidery

Cons of Embroidery

  • The stitch count of an embroidered design determines its price. Therefore, with larger and more complex designs, embroidery is more expensive than tackle twill since tackle twill only uses stitches around the edges of the fabric.
  • While embroidery does not wear off like screen printing, it is not as durable as tackle twill which uses tough polyester materials.





Part
04
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Part
04

Customized Sports Apparel Trends

Three design trends for customized sports apparel include consumers designing their sportswear, 3D printing, and smart clothing technology.

1. CONSUMERS ARE DESIGNING THEIR SPORTSWEAR

  • Custom-tailoring has always been present in the fashion industry. However, it became more expensive in recent decades.
  • The customization of sports apparel is the new expectation for consumers. While not typically involved in the manufacturing process, consumers want to be able to choose preferences such as the color and materials used in designing their sports apparel.
WHAT IS DRIVING THE TREND
  • While some consumers are indifferent about making customized sports apparel, others want designs that are made specifically for them.
  • There is an increasing consumer need for "shoes and apparel that look or feel as customized as a built-in cabinet."
  • About 71% of consumers are willing to pay a premium for customization features, and 15% of them would pay up to 40% more.
BRAND EXAMPLE
  • Nike has a SoHo store in New York City that allows consumers to select the materials, color, lettering, and numbers to create a jersey that is tailored to their needs.

2. 3D PRINTING

  • Since the advent of additive manufacturing processes, brands have looked into 3D printing as an avenue to provide "on-demand production and to create new avenues for customization, sustainability, and creativity."
  • While its usage in the sports apparel industry is fairly new, brands see this technology as a means to mass-produce customized products to customers.
WHAT IS DRIVING THE TREND
  • Printing clothing on-demand using 3D printing reduces fabric waste by 35%.
  • This technology has the potential to increase the growth of online shopping, as 47% of consumers indicate that "one of their main motivations to buy products in brick-and-mortar stores is because they prefer to see or try the product before buying." 3D printing provides manufacturers with the ability to ensure customization for their customers. As such, they would not need to see the apparel to decide whether it fits.
  • 3D printing will create the platform for mass customization of sports apparel.
BRAND EXAMPLE
  • Adidas partnered with Carbon to establish Futurecraft 4D, which provides mass production of customized shoes.

3. SMART CLOTHING TECHNOLOGY

  • Smart clothes, also called e-textiles, are enhanced clothing items that have added functionalities beyond traditional use. "Some smart clothes use advanced textiles with interwoven or printed circuitry, while others implement sensors, haptics, and additional hardware to provide smart functionality. Many smart clothes can connect to an app or program on a secondary device using Bluetooth or Wi-Fi."
  • Sportswear brands are now including sensors in the design of sports apparel to enable athletes and consumers to "refine and adjust their pose."
WHAT IS DRIVING THE TREND
  • This trend is driven by the increasing demand for, and mass adoption of accessible, wearable technology.
  • About 45% of consumers would purchase clothing that has the same functionality as a wearable technology device.
  • Consumers who want customized sports apparel are usually young and tech-savvy.
BRAND EXAMPLE


Sources
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