One wouldn’t think something as small as a clothing label or hang tag could be so important. And yet it is — labels and hang tags reflect the quality of a product, which can make-or-break a brand. We spoke with an executive at leading label manufacturer Accent Labels to learn more, and we also spoke with a retail branding expert to gain insight into how labels and hang tags reflect a brand’s image. 

Rob Cannon, Vice President at Montreal-based Accent Labels, explained the importance of ‘getting it right’, whether it be a clothing label in the collar, or a hang tag providing pricing and other information. He said that a number of brands his company works with demand that a label be consistent no matter where in the world the product is manufactured or sold. Consistency is key — some brands source their labels in the same towns as their factories and as a result, differences become noticeable in quality, colour and execution.  To maintain quality and sameness, Mr. Cannon noted that his company designs all labels and hang tags in Montreal, with rigorous quality control when manufactured internationally. 

Mr. Cannon explained how important a label is in the shirt-making process, for example. A men’s shirt neck panel is made first, with the second step being to sew in the label. The rest of the shirt is then finished, and the hang tag (with pricing/branding/other messages) is placed on the garment last. An uncomfortable label can be a nuisance, and some consumers may remove these. Accent’s labels are ultrasonic slit to prevent that ‘itching’ feeling that one might get from a lower-quality garment label. Interestingly, he explained how Accent Labels processes its woven labels allowing them to be more easily and properly sewn into garments. This provides for a “crisper” hanger appeal long after the sale is made.

As retail continues to globalize, labels are becoming more multilingual — especially hangtags and care labels. Mr. Cannon noted that multi-language labels must translate perfectly to provide a consistent message, and that translation errors can be detrimental to a brand’s image. Washing instructions and other messages must transcribe perfectly and if they don’t, a brand’s image could become tarnished as the brand may be seen as ‘ineffectual’.  In addition, there are great benefits to having multilingual labels as excess inventory can be seamlessly transferred from one country to the next.

Discussing the topic of brand consistency and label quality, we spoke with expert Farla Efros, President of leading retail consultancy HRC Advisory. Ms. Efros explained the importance of consistent branding across all channels, and how unique garment labels are of utmost importance to a brand’s image — not to mention, some shoppers buy clothing because of the brand name itself. She explained how a lower-quality label, even in a higher-quality garment, can negatively affect the overall perception of the garment and brand, potentially diminishing its value. A badly-done label is noticeable, she said, while a high-quality, unique and identifiable label will only act to enhance. A high-quality hang tag is also of utmost importance as well, according to Ms. Efros, as consumers often finger through hang tags when checking for their favourite brands as well as to determine sizing and prices. She said that sometimes it’s the ‘little things’ which can make all the difference when consumers are making choices among competing brands, and that brands must recognize this in light of ever-increasing competition. 

Mr. Cannon tells us that Accent Labels is expanding, as it continues to secure new clients. This fall, the company, which already operates out of Hong Kong, will increase its presence in Asia by opening an office in Mainland China. It will continue to endeavour to provide the highest-quality labels, designed exclusively in Montreal with its team of graphic artists and product development specialists. The company boasts some major clients, and makes labels for brands such as Mark’s, Aldo, Canada Goose, Reitman’s, Urban Barn, Laura, and several major domestic apparel producers such as Codet, Jack Victor and The Government of Canada. Accent Labels is a refreshingly positive Canadian success story, in an age of globalization. 

Playful British-based menswear brand Simon Carter has relocated its only free-standing North American location. We spoke with its North American representative, Cedric St. Louis, to discuss why he moved his store to one of Toronto’s hottest up-and-coming retail areas.

Founded in London in 1985, the Simon Carter brand features a full range of formal and casual clothing, as well as accessories such as cufflinks, watches, jewellery and luggage. Known for its ‘wit and whimsy’, the brand features unexpected fabric combinations, splashes of colour, luxurious linings and winsome motifs. Simon Carter has only seven free-standing stores in the world, with six locations in the U.K. and one in Canada.

Many were surprised when Canada became home to the brand’s first store outside of Great Britain. Simon Carter’s initial Toronto location opened in August of 2007 at 754 Queen Street West, in Toronto’s trendy ‘West Queen West’ area.

Last month, Mr. St. Louis relocated his store to an intimate space at 1493 Dundas Street West. Measuring only 500 square feet, the new store is smaller than the former Queen Street location. The new store lacks suits and tailored goods carried at the previous store, though selections are available for weddings and other formal occasions. Mr. St. Louis explained how during his search for a new location, Dundas Street West had “something about it”, prompting him to sign a lease for a retail space under signage reading ‘Dufferin Smoke Shop’. Though the historical signage remains, the original smoke shop shuttered long ago. Locals asked the building’s landlord to keep the iconic smoke shop signage, creating a landmark while retaining some of the area’s history.

We asked Mr. St. Louis if any more Canadian Simon Carter locations are in the works. He explained how he’s carefully watching the Canadian retail market before making any decisions. He recognizes that there is considerable competition in the market, including new mono-brand entrants as well as expanding larger retailers such as Nordstrom, Holt Renfrew, Harry Rosen and Saks Fifth Avenue. Mr. St. Louis mentioned how Simon Carter has seen success with concessions within the U.K. and although he’s receptive to the idea, there are no immediate plans to open Simon Carter shops-in-stores within any North American department stores.

Upscale Seattle-based Nordstrom has revealed that it will open two new restaurant concepts in Canada. Nordstrom’s next Canadian location opens on September 18 in Vancouver, and three Toronto locations will follow in 2016 and 2017. 

Nordstrom’s first two Canadian locations each feature two food concepts: eBar and Bazille. Coffee concept eBar features coffee, fruit smoothies, pastries, sandwiches and salads, while full-service restaurant Bazille features bistro cuisine, fresh salads, desserts, and a full bar. Calgary’s 140,000 square foot Nordstrom opened at Chinook Centre in September of 2014, and Ottawa’s 157,000 square foot Nordstrom opened at Rideau Centre in March of this year. 

According to Nordstrom’s Canadian website, the new Vancouver flagship will feature three restaurant concepts, two of them new to Canada. Bistro Verde and Habitant will open in the new store, along with the ubiquitous eBar. Bistro Verde is a full-service restaurant and bar which features “seasonal starters, salads, entrees and desserts made with fresh local ingredients, plus specialty cocktails, wine and beer”, according to Nordstrom. Habitant is a ‘casual lounge’ where “you can enjoy a snack, glass of wine or handcrafted cocktail” and “features salads, sandwiches and sides perfect as a light meal or shareable appetizer”. 

Links to all restaurants mentioned above include full menus, priced in U.S. Dollars. 

Although not opening until the fall of 2016, Nordstrom’s Yorkdale Shopping Centre location will also feature three food concepts. According to City of Toronto Applications, Bazille and Habitant will join eBar in the new Yorkdale space. Curiously, a separate building application indicates Nordstrom’s Yorkdale size to be 18,820 square metres or 202,500 square feet — although officially it will measure 188,000 square feet.  

Nordstrom’s 213,000 square foot Toronto Eaton Centre flagship also opens in the fall of 2016 and in early 2017, Nordstrom’s 138,000 square foot Sherway Gardens location opens to the public. The Vancouver and Toronto Eaton Centre locations will be two among the chain’s six global flagship stores.

Thank you Ritchie Po for being the source of this tip.