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Apparel barcode supplier Brand I.D. triples growth
Jul '09
Pick a piece of clothing off the rack anywhere in the world and you're increasingly likely to find the label or tag to be made by Brand I.D. Headquartered in Costa Mesa, Calif., and Hong Kong, Brand I.D., an apparel barcode and trim supplier, has seen business triple since 2005, with growth averaging 25 percent year over year. It combines unique style with advanced trim management for hundreds of clothing manufacturers worldwide, including Calvin Klein, Vans, Oakley, Speedo, Quiksilver and Guess.

The company was the vision of partners Andrew Hockaday and Colin Cormac, who applied Hockaday's background in garment manufacturing and Cormac's trim and technological expertise for its first customer in 1997. "The street wear and sportswear companies were doing something unique, with labeling and tags that was more advanced and graphically driven," Hockaday says. "Design and development were important to our customers, and we have definitely able to give them what they needed."

What Brand I.D. gives companies are boutique-style trims with a custom-designed Web-enabled application that allows clients and their suppliers to interact using common electronic data interchange formats for an industry-leading supply chain solution. Customers can also order from an extensive yet intuitive online module.

Both methods developed by Brand I.D. are designed to not only provide customers with immediate round-the-clock access to their critical information, they also result in huge savings in operational costs savings and up-to-the-minute on-time deliveries. Brand I.D. runs these systems lean, with minimal personnel overhead. "Our software enables us to do more with less, which in turn saves time and money, and these savings are passed on to our customers," says Hockaday. "Efficiency has become more important than ever in today's tough economic times. We are dealing with millions of items and we need real-time information on where they are in the production process."

But have customers' millions of items dwindled in the last year as the retail business has suffered? Hockaday says not as much as one would expect. Brand I.D., even with its long list of high-profile clients, is selective about its clients, choosing to partner with only very strong brands. "We have actually seen an increase in our business because customers see us as better alternative to some of the more traditional 'old school' processes that they have employed in the past," Hockaday says. "We don't know of a competitor that has as extensive or sophisticated process as ours anywhere in the world."

Brand I.D. is the world's most sophisticated apparel barcode and trim supplier. Combining a proprietary Web-enabled inventory system with boutique-style designs, the Costa Mesa, Calif. - and Hong Kong-based company serves its clients with enterprise level sophistication.

Brand I.D.

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