The patch is the most important branding element on denim, according to the "Power of Branding" study by Avery Dennison RBIS

The patch is the most important branding element on denim, according to the "Power of Branding" study by Avery Dennison RBIS

Avery Dennison Retail Branding and Information Solutions (RBIS) has opened its latest Customer Design and Innovation Center (CDIC) in Los Angeles to showcase its apparel branding, labelling, packaging and embellishment solutions.

The 15,000 square foot state-of-the-art facility in the city's Arts District will provide apparel brands with access to consumer insights and the latest trend information.

It also aims to inspire them to look at new ways to make products stand out in an increasingly crowded market.

New research released by the company on the "Power of Branding Solutions" suggests that the right mix of on-garment branding through labels, tags, and packaging can help increase the likelihood of consumers purchasing the product by an average of 17%.

"Insights from this study also enable our customers to understand how to establish meaningful consumer connections by communicating the sustainability of a garment," explains Deon Stander, vice president and general manager, global commercial and innovation, Avery Dennison RBIS.

As well as the company's sustainable packaging solutions for apparel, footwear and accessories - such as labels made from 100% recycled polyester yarn; Forest Stewardship Council (FSC) certified paper for graphic tickets, tags and labels; and recycled plastic fasteners for attaching brand and price tickets - its Greenprint tool helps retailers and brands to understand the environmental consequences of their branding and packaging materials decision-making.   

New developments also include plant-derived bioplastic, which is made from ethanol from Brazilian sugarcane, a renewable raw material. This is an alternative to conventional polyethylene (PE) typically derived from fossil raw materials such as oil or natural gas.

Other innovations featured at the CDIC include high-definition graphics transfer processes such as Agility Stretchable Blocking Black. This heat transfer technology is specifically formulated to block the transmission of excess dyes from dye sublimated fabrics, preventing discoloration and reducing the risk of heat marks on temperature-sensitive fabrics.

Another solution is Denim Durable. Applied to the pocket materials of denim jeans prior to washing, it adds an additional placement option for a permanent logo that remains intact throughout the life cycle of the garment, when standard brand tags and labels are typically removed.

This product enables creative messaging, graphics and brand identity to be added to denim pockets by allowing the ink to melt directly into the fabric, thereby eliminating the use of adhesive. And it means heat transfers can withstand the rigorous finishing processes commonly used to give new denim garments a worn look.

The LA CDIC is the third so far, and is expected to give the company a strong platform to tap into the California design community with its emphasis on brands in the premium denim and surf and skate markets.

The first centre opened in 2010 in Miamisburg, Ohio, and focuses on information solutions presented by radio-frequency identification (RFID). The second, which opened in Germany just outside Dusseldorf in 2011, offers the full range of RBIS capabilities and is the model for the LA facility.