Impressions - Team & Spirit Apparel - Fall 2015 - 8

LESSONS LEARNED
Dan still can recall the first official
spiritwear meeting, one that produced
many "mistakes not to be repeated," he says.
They sat down with the client and about six
vendor catalogs, and asked, "What do you
want?" That was the first mistake. The second was to allow the client to give them the
unsummarized order forms - and a big
stack of them, at that. "It took my wife and I
two days to tally the orders so that we could
place our vendor orders," Dan recalls.
The Paxtons admit that it took a while to
figure out the needs of this market niche,
but once they got the hang of it, more
business accrued - clientele increased
from three school spiritwear programs in
2009 to more than 100 programs by 2015,
according to Dan.
Heads Up Apparel began operations out
of the Paxtons' Chicago-area home, but the
success of the school programs caught them
by surprise. By the summer of 2010, they had
five or six workers coming to their house
every day. Dan admits he was worried that
police would eventually knock on the door
and ask them what was really happening in
the basement. By 2011, the family business
found its first location, a 4,200-sqare-foot
building in Barrington, Ill.
The Paxtons excitement for the new
location overshadowed their experience, as
they made a poor decision to move during
the busiest part of the production season.
But the building was more than just a bigger space; it was a storefront with windows
on a busy street. Jessica immediately saw
a retail opportunity and understood that
Heads Up Apparel had the equipment to
personalize apparel, as well as the facility to showcase it. Dan, however, opposed
retail merchandising in the front windows.
He quickly realized he was mistaken and
saw the major impact that the visibility and
customer interest in personalization had on
the rest of the business.
In 2013, the growth of the personalized
retail merchandise led to overcrowding
in the company's spiritwear production
space, thus limiting the number of school
programs Heads Up Apparel could manage
that year. Through what Dan and Sandie
describe as "challenging growing pains,",
they relocated again in June of 2014 into
an 8,500-square-foot space in the center of
town. The Paxtons all agreed they needed
dedicated space for what they now call a
8 * Fall 2015

* Heads Up Apparel works out of a
8,500-square-foot building in Barrington, Ill.
The dedicated storefront is used for Heads Up
Boutique, while the rest of the space is
for production.

"personalization boutique" and a spiritwear
showroom - Heads Up Boutique. The rest
of the space is dedicated to production.
Even though Dan and Sandie had a
business plan when they started their
advertising specialties business, they
didn't have one for their company's current incarnation. "We stumbled into the
spiritwear business, but to our credit,
what we have done well is recognize and
adapt quickly to opportunities," Dan says.
Sandie adds, "We pay close attention to
what clients want, and deliver that in a
fi rst-class way."
Today, Heads Up Apparel operates two
vinyl cutters, a printer/cutter, large sublimation printer, singlehead embroidery
machine and five heat presses. The company also has made a huge investment in
developing proprietary software to help
organize and drive the school spiritwear
niche. Th is includes the front (websites)
and back (order management) ends. Dan
recognized the necessity of being experts
at managing all of the variables in the
company's unique niche, which is why he



Impressions - Team & Spirit Apparel - Fall 2015

Table of Contents for the Digital Edition of Impressions - Team & Spirit Apparel - Fall 2015

Impressions - Team & Spirit Apparel - Fall 2015
Contents
Tween Spirit
The Cutting Edge
Puttin' on the Glitz
Gear Bag
Impressions - Team & Spirit Apparel - Fall 2015 - Impressions - Team & Spirit Apparel - Fall 2015
Impressions - Team & Spirit Apparel - Fall 2015 - Cover2
Impressions - Team & Spirit Apparel - Fall 2015 - 1
Impressions - Team & Spirit Apparel - Fall 2015 - Contents
Impressions - Team & Spirit Apparel - Fall 2015 - 3
Impressions - Team & Spirit Apparel - Fall 2015 - 4
Impressions - Team & Spirit Apparel - Fall 2015 - 5
Impressions - Team & Spirit Apparel - Fall 2015 - Tween Spirit
Impressions - Team & Spirit Apparel - Fall 2015 - 7
Impressions - Team & Spirit Apparel - Fall 2015 - 8
Impressions - Team & Spirit Apparel - Fall 2015 - 9
Impressions - Team & Spirit Apparel - Fall 2015 - 10
Impressions - Team & Spirit Apparel - Fall 2015 - 11
Impressions - Team & Spirit Apparel - Fall 2015 - The Cutting Edge
Impressions - Team & Spirit Apparel - Fall 2015 - 13
Impressions - Team & Spirit Apparel - Fall 2015 - 14
Impressions - Team & Spirit Apparel - Fall 2015 - 15
Impressions - Team & Spirit Apparel - Fall 2015 - 16
Impressions - Team & Spirit Apparel - Fall 2015 - 17
Impressions - Team & Spirit Apparel - Fall 2015 - Puttin' on the Glitz
Impressions - Team & Spirit Apparel - Fall 2015 - 19
Impressions - Team & Spirit Apparel - Fall 2015 - 20
Impressions - Team & Spirit Apparel - Fall 2015 - 21
Impressions - Team & Spirit Apparel - Fall 2015 - 22
Impressions - Team & Spirit Apparel - Fall 2015 - 23
Impressions - Team & Spirit Apparel - Fall 2015 - Gear Bag
Impressions - Team & Spirit Apparel - Fall 2015 - 25
Impressions - Team & Spirit Apparel - Fall 2015 - 26
Impressions - Team & Spirit Apparel - Fall 2015 - 27
Impressions - Team & Spirit Apparel - Fall 2015 - 28
Impressions - Team & Spirit Apparel - Fall 2015 - Cover3
Impressions - Team & Spirit Apparel - Fall 2015 - Cover4
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
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https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
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