Retail Merchandiser - January/February 2015 - 46

Before + Again

Before + Again's founding PartnersJon
Rianhard and Joe Werner review patterns with
designers Susan Werner and Alison Hoenes.

ers their opinions," Daneyko says. "Will we end up living in
a world where you buy at large box-stores where personalization and choice are the first things to go? We are focusing on those two things and using technology to leverage it
by asking customers what they want. We want to question,
question, question versus design, design, design."
Before + Again works with 12 designers who submit new
prints every eight weeks for consideration and the winning
prints are determined by internal and customer voting. "We
are pretty democratic when it comes to print designs, so
it doesn't matter if one of the partners likes design A over
design B - it's based on the market," Daneyko says. "That
model has allowed us to democratize prints."
The company's designers will play a major role in its social media initiative launching this year, as they share their
stories with the world, Daneyko says. "We want to feel the
inspiration and stories behind the artwork and that will resonate with the Before + Again customer," he adds.
Before + Again will also take its customers behind the
scenes to show how designs are created. "We will show the
designer starting out with a pen and paper, what goes into it
becoming a digital animation and then production," Daneyko
adds. "Most people don't appreciate what can go into design."
More designers are taking a liking to Before + Again's
46

RETAIL-MERCHANDISER.COM

January/February 2015

business model and Daneyko says a well-known designer
will come onboard in April to create print designs for the
label. The name of the designer is not yet being released.

Internal Expansion
Before + Again has set its sights on growing the label and
has been hard-pressed to find supply chain partners that are
as innovative and nimble to assist the company in its endeavors. To overcome this obstacle, the company decided to
expand its in-house operations. "There are 20 styles we print
on, and our model allows the customer to personalize their
garment by choosing from hundreds of prints and match
the print to the style of their choice," Daneyko explains.
"We are expanding and testing our personalized just-intime manufacturing to a variety of new areas."
Before + Again looks to leverage new technologies for
greater in-house flexibility, which will further provide even
more chocie to its customers.
"We've been able to add value to our customers by involving them in the process as we identify their needs," Daneyko
says. "As we expand our operation with people, technology
and innovative approaches to our services, we look to help
our existing boutique customers grow, as well as pursue exciting new web-based opportunities." O


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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
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