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Brand I.D. & customers excel in tough times with automated tagging processes
Jun '09
Apparel barcode and trim supplier Brand ID and its customers are finding it's cost effective to stay ahead on style.

Employing technologies that have saved itself and its customers expensive overhead, Brand ID has seen its label and tag business triple in the last four years and its customers thrive in a challenging economy. It does so with a unique mix that's setting it far beyond its competition, all while maintaining high standards in creativity and design.

Brand ID is the only barcode and trim supplier with the ability to manage everything online and provide access to information about its production in both its Costa Mesa, Calif., and Hong Kong offices. Customers, whether they're domestic or oversees or both, can see with complete visibility products that are being developed and where they are in the production and ordering process.

"That's a pretty big thing for brands that use us because they want to be able to see what's going on and they want to know if their production will stay on schedule," said Nathan Craven, who runs the UPC Department, which names among its customers Calvin Klein, Vans, Oakley, Speedo, Quiksilver and Guess.

Also setting Brand ID apart is its ability to interact with customers' apparel software and to receive data from their systems that automatically create orders."Some people are still faxing purchase orders e-mail spreadsheets," said Craven. "We have the ability to have their information sent directly out of their systems and into ours so it happens seamlessly and automatically."

Being able to take data directly out of customers' systems eliminates the need for the apparel manufacturers to manage purchasing the trims, which can take multiple people to coordinate. With an automated process, one person can handle the task because most of the work tracking orders and shipping orders has been reduced.

"Some brands we were dealing with were doing a lot of in-house ticketing for retailers, maintaining personnel and paying for printers," said Craven. "We've eliminated a whole department for them. They can outsource it to us without changing much of how they would do their business."

Brand ID is running lean, too. The finely tuned automated process is allowing it to serve its hundreds of customers with a small staff of designers and systems people.

"We're keeping our costs down and extending those savings to the customers," said Craven. "This niche is working well for everyone."

Brand I.D.

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