Retail Merchandiser - January/February 2015 - 45

Before + Again
ent garments to sell depending on their location. Prints are
extremely personal and what is popular in New York may
not be in Florida. "The specialty boutique owners can choose
this print or that print in a long sleeve, beach cover-up or
three-quarter-length top for example and better cater to
their specific unique customer," Daneyko explains. "Every
part of our supply chain and manufacturing is made in the
USA, which affords us even quicker turn-around times."

Leveraging Technology
Before + Again wanted to further differentiate itself in the
industry by implementing the latest technology such as
3-D print software that allows it to move quickly from the
design to a visual proof for its customers and salesforce.
"A lot of the big shops are operating 20-year-old technology and the majority aren't using 3-D modeling technologies to help them minimize their production timelines,"
Daneyko notes.
Its 3-D software helps the company design more accurately and control its inventory. Before + Again keeps a lot of raw
materials on-hand ready to produce garments as orders are
placed. A benefit to keeping a large inventory of raw materials is that if one garment does not end up getting used in a

particular season it can be carried over to the following year,
which helps the company avoid taking a loss on the material.
To ensure its sales representatives have the latest designs
and product information available, Before + Again provides
them with iPads. "They just hit the app and photos, renderings and 3-D models are there to show to the customer,"
Daneyko explains. "If boutique owners like a new print and
want to know when they can get it our sales reps can say it
will be shipped within two weeks."
The iPad also allows the sales representative to look up
a boutiques' purchase history, which can help target a boutique's bestsellers.
"It's a balance of choice and personalization that's one of
our challenges sometimes," Daneyko says. "Does the boutique owner want what's new or what's selling for them? The
industry can be very fickle and we need to listen to our customers, and produce products that are strongly influenced by
the real-time buying behavior of those customers."

Keep Talking
Crowdsourcing is one of the ways Before + Again collects
its market data and keeps a conversation going with its customers. "We put sample prints on the web and ask custom-

January/February 2015

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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
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Retail Merchandiser - January/February 2015 - Cover3
Retail Merchandiser - January/February 2015 - Cover4
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