Since my last post in regard to Widen apparel marketing technology, An Inside Look at How NBA Hot Market Demands Are Met by Widen Digital Sampling & Digital Asset Management, I received emails from DICK’S Sporting Goods when the Pittsburgh Penguins won the Stanley Cup Finals and again when the Los Angeles Lakers won the NBA Finals. (I’d like to think my previous blogs featuring the Penguins and Lakers had an impact on the outcome of the series, but I’m sure they didn’t!) These timely marketing emails from DICK’S Sporting Goods announcing the availability of the official locker room championship merchandise use digital samples created by Widen.
Widen Digital Sampling Process:
- Photograph neutral color physical apparel samples
- Digitally create all color swatches according to league approved team colors
- Apply team and league graphics according to Adidas supplied technical guidelines
- Upload final digital samples to web-based digital asset library for retail access
Using the online digital asset management workflow tools, Widen personnel route completed samples to the Adidas Sports Licensed Division marketing teams for approval. Once approved digital samples are available for download, online retailers and catalogers use the Widen digital media conversion wizard to send and receive the images in the exact file formats and resolutions needed for web or print use. That’s how digital samples for the championship hats and tees go from design to delivery just in time for you to purchase the merchandise online during the locker room celebration!
How Apparel Digital Sampling Uses Consumer Buying Preferences
Notice how the Reebok and Adidas apparel styles are displayed with the three-quarter front view of the apparel sample on a mannequin. Widen assisted a Reebok research study to understand consumer buying preferences for apparel sample images displayed in print and web media. Widen compared which views were most preferred by sports apparel consumers and the three-quarter view was most preferred over the full frontal view (as displayed above in the DICK'S Sporting Goods email template). By running reports on image distribution and access through the Widen image tracking system, Adidas is able to measure what styles are most popular.
Official Championship Apparel Samples Created by Widen
Displayed below are Reebok and Adidas hot market digital apparel samples (created by Widen premedia services and color retouching experts) for all three major sports champions declared in 2009: NFL Super Bowl Champion Pittsburgh Steelers, NHL Stanley Cup Champion Pittsburgh Penguins and NBA Finals Champion Los Angeles Lakers.
For more information about Widen apparel marketing technology and services, check out the Widen Digital Sampling webpage.