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Posted Date: 11/1/2009

Avery Dennison Launches GROW

By Thomas J. Ryan

Avery Dennison introduced its Autumn/Winter Designer Trim Collection, entitled GROW, that fuses the latest fashion and material trends with its biggest statement around sustainability. More than 20 percent of the offerings utilize eco-friendly processes and materials.

"GROW kind of links to growth but also has an ironic connection with sustainability," Shawn Neville, group vice president, retail information services for Avery Dennison, told Apparel at the company's Fashion Label Trend Show at its offices in New York City. "It's combining what's happening with fashion, sustainability and materials into very unique stories."

Neville adds, "We're looking at packaging, labeling and ticketing as one ecosystem and our challenge is how do we help retailers and brands find sustainable solutions while getting the message out to customers in the most efficient way?"

At the presentation, Jennifer Velella, collections/trends manager, creative services, at Avery Dennison, said the collection encompasses four key themes:

Austerity: Avery Dennison's luxury theme that "is all about looking back at time-honored traditions" with a modern take on classic looks, said Velella. The theme has a "very strong gothic influence" as well as a "very spiritual facet underlying it." The color palette features "dark classics" such as walnut browns, inked navy blues, traditional greys and blacks. The dark hues contrast with neons, refined brights and metallics influenced by precious metals.

Mystique: A fun and eccentric theme "full of intrigue and mystery," according to Velella. Fairy tales, mystical creatures, astrology and animals are key influences. The color scheme features vivid and muted pastels accented by intense blues, greens and charged violets.

Radical: The functional and intellectual theme is designed to create a "very understated mood." Light is a big component to this theme. Base colors emphasize soft neutrals, russet reds, pink and burgundy. Metallics, concrete greys and shocking bright details come in contact with the surfaces to create the lighting affect.

Atmosphere: Inspired by ecology and nature to create a "positive green attitude," said Velella. A full rainbow of colors is highlighted by various vegetable greens, pure bright white and accents of black.

Regarding technology, Neville said Avery Dennison continues to push the envelope with advancements in heat transfers, particularly around creating "vibrant, long-lasting applications." The company is also working with major athletic brands on improving heat transfer solutions around performance fabrics.

Another focus has been on embedding anti-counterfeit, anti-theft, anti-diversion solutions within many of its labeling and tagging solutions to improve display of such security devices.

Neville joined Avery Dennison in May after a long career on the brand side. His previous positions include president of Keds, general manager of Reebok's North American division and president of the Footaction athletic footwear chain.

Neville noted that the company has acquired five companies, including Paxar Corp., over the past five years to cement its position as the largest global supplier in retail tag, ticketing, branding and pricing information. The company also has a leadership position in information systems, including RFID, inventory systems and supply chain solutions.

"We're very unique in that we work with brands from inception all the way through production and back to the stores," said Neville. "Our goal is to provide intellectual, creative and sustainable solutions so everything we do links to intelligence through insights to create sustainable solutions throughout the retail supply chain."
Thomas J. Ryan is an Apparel contributing writer based in New York.

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