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CASE STUDY


T shirts on demand: from Carnaby Street to Cannes . . .


At Printwear & Promotion LIVE! in February, YR Store operations manager JACK YOUNG joined PHIL MCMULLIN,


sales manager Pro Graphics Epson UK, to talk to delegates about how easy-to-use dye sub printers are inspiring brands and retailers to utilise ‘added-value’ business opportunities and experiences. Here Phil explains more.


Y


imagination of fashion retailers in London and around the world and has captured the attention of Topshop and Selfridges. YR Store lets customers create


personalised clothing on easy-to-use interactive touch-screen terminals then send the finished design for printing — in minutes — on Epson SureColor printers. Now Nike and Google are among the global brands that have used YR Store’s take on up-to-the-minute fashion to add a fun and creative element to corporate events.


Brands exploring new ways to engage


with customers For brands, the upside of the internet


revolution is the rich selection of digital channels they can use to communicate with customers. But this proliferation has its downsides, like having to tailor messages to play to the strengths of different channels, and get them heard above the extra ‘noise’ of all those new channels bombarding consumers with information. One way is to make brand engagement


memorable, and for this a number of leading brands hire YR Store. In the words of founder Tim Williams: “YR Store works with brands, retailers and agencies to create and deliver unforgettable, interactive, immersive experiences for consumers.” Clients for YR Store’s digital store and event concepts include world- famous brands Nike, MTV, Vodafone and YouTube.


Technology benefits you can touch For retail clients YR Store sets up and


runs in-store design-and-print departments where customers can design their own garments on easy-to- use interactive touch-pod design stations before they are printed on the spot on Epson’s dye sublimation printers. YR Store met with almost instant


success in the retail sector. Within months of opening as a pop-up outlet in London’s iconic Carnaby Street, followed


| 40 | June 2015 Google Creative Sandbox 2014 at Cannes www.printwearandpromotion.co.uk


R Store’s unique interactive printed garment concept is quickly catching the


by successful temporary in-store pop-ups at retailers Liberty and Selfridges, the company pitched Topshop the idea of a permanent concession in the men’s and women’s fashion departments at its flagship Oxford Street store. Tim believed from the outset that the


YR Store concept would translate from the retail to corporate sectors. “It’s customary for people to leave corporate events with tangible mementos as well as sponsors’ messages, and T shirts are a common vehicle for this. YR Store adds greater value, not just because the souvenir is unique, but because creating your own T shirt is such an engaging experience,” he added. Nike was especially receptive to the


idea, regarding it as an extension of its existing NIKEiD concept, where customers can customise Nike products online or using in-store NIKEiD ‘studios’. A pre-World Cup ‘celebration of football’ at Nike’s London Phenomenal House combined NIKEiD with YR Store’s live design and print facilities to allow users to create their very own customised football team T shirts. YR Store was also in line with the


thinking behind the Google Creative Sandbox at the 2014 Cannes Lions


An example of what can be achieved with sublimation printing


International Festival of Creativity. Billed as “an immersive experience built to inspire and involve”, the free-to-enter Sandbox provided delegates with a range of fun activities, including playful demos and free yoga. Its look and feel was the work of renowned graphic artist Anthony Burrill, whose involvement was extended by a YR Store installation where delegates could take their pick of Burrill’s iconic slogans and designs to create their own wearable memento from Cannes.


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