The Rise of a Disruptive Clothing Rental Company Points Out the Evergreen Importance of Fabric Labels, says Hi-Tech Printing & Labeling Inc.

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The Los Angeles-based manufacturer comments on a recent article that, while change in the fashion world is inevitable, the need for high quality labels and tags is more important than ever.

The way people get the latest fashions just may be changing.

Rather than making traditional fabric labels and tags obsolete, [Rent a Runway] may very well make them all the more crucial for participating fashion brands.

An October 18 article on Quartz discusses Rent the Runway, a rapidly growing firm the publication compares to music-streamer Spotify. The service sells $89.00 subscriptions that allow consumers to borrow four articles of clothing each month. Los Angeles based manufacturer Hi-Tech Printing & Labeling Inc. says that, while the business model is definitely an example of product innovation that compares favorably to the early version of Netflix, it may not be as disruptive as some assume. Specifically, rather than making traditional fabric labels and tags obsolete, it may very well make them all the more crucial for participating fashion brands.

Hi-Tech Printing & Labeling Inc. points out that the entire purpose of placing attractive and easy to read labels on clothing is both to brand items and to impart important information. The company says that the fact that Rent the Runway customers are effectively passing their clothing on to others makes such matters as the proper care of a dress or a pair of pants all that much important. Obviously, if borrowers wash and/or dry an article of clothing incorrectly because they can’t make out the instructions on a poorly made label or tag, it can ruin an article of clothing for the next customer. That’s obviously a big problem for Rent the Runway. I will not only diminish customer satisfaction over time, it will create an additional expense. The best labels and tags are, therefore, more important than ever, says the firm.

Hi-Tech Printing & Labeling Inc. also points out that participating clothes makers are missing an enormous marketing opportunity if they don’t clearly establish the branding of their products that are being shared by Rent the Runway. While such items as large hang tags may help spread a consumer-focused message and attract attention on racks in traditional clothing stores and boutiques, disposable tags that come with a shared piece of apparel can impart not only information about the care of a product, but multiple branding and marketing messages. The manufacturer notes that, while labels might be sufficient for many items, larger hang tags can provide consumers with information about a designer, the sourcing of the fabrics used in the product, and any information about a designer or manufacturer’s approach and philosophy that might strengthen their bond with consumers.

Designers, manufacturers, and others who would like to learn more about what fabric labels can do for their products are invited to reach out to Hi-Tech Printing & Labeling Inc. at (213) 746-7772. They can also pay the manufacturer a visit at its web site, http://www.FabricLabels.com.

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Bob Westal
Cyberset Corp
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