Spandex made some key strategic moves in 2013; what has been the motivation behind them?
FESPA London proved to be the right platform to launch some major initiatives. Firstly, we established ourselves as the key supplier of wrapping films to the industry, with in excess of 170 colours from 3M, Avery, and Arlon. These were collectively launched in our new Essentials Wrap Guide, which details all the products our customers require to produce vehicle graphics.
The second initiative was nothing more than an extension of what Spandex is renowned for; the supply of 1m or more of self-adhesive films, direct to your door, next day. This time we elected to do it with digital printing materials.
With digital-on-demand, if a customer was to wrap a vehicle, they may only need 10m of wrapping film and laminate, plus just 2m of perforated window film. All of which they can now buy from Spandex by the running metre, hence the slogan: ‘pay by the job, not by the roll’.
What do you rate as the hottest products and services in the sign industry for 2014?
Car wrapping is still the major driver in the industry. However, one of the fastest growing areas for Spandex is interior decoration, such as Dinoc, window films, wallpapers, and textiles (soft signage). Unfortunately, one of the by-products of a poor macro-economic environment, is the large number of businesses going into administration. This means a lot of start-up businesses that have limited funds to put their ‘stamp’ on old premises.
Car wrapping is still the major driver in the industry. However, one of the fastest growing areas for Spandex is interior decoration, such as Dinoc, window films, wallpapers, and textiles (soft signage) ”
Using products such as Dinoc, window films, and digitally printed wallpapers often means you can give the business a facelift without undertaking a full refurbishment program, as more often than not this means additional expense for architects, planners, and designers.
As a rule of thumb, the costs are 10 percent of a full refurbishment program. We call it ‘renew, not refurbish’.
With competition in the market so heated, how are you seeking to differentiate yourself as a supplier?
Advances in mobile technology continue to make today’s graphic producers the best informed in terms of product and pricing. However, I still don’t know of any other supplier that has over 26,000 products in stock that can ship anywhere in the UK next day, 99.6 percent of the time. This means our customers sleep comfortably in the knowledge that our warehouse is an extension of their own business.
Do you agree that the rate of technological change is ramping up in the sign industry, and if so why?
I actually think major technology advancement is slowing down. However, the cost of technology is continuing to fall at an alarming rate. For example, you can buy an outdoor durable inkjet with white and metallic inks as standard for under £10,000. The partnerships we have developed with Epson, Roland, and Mutoh has meant we are now seeing far more ‘industrial’ companies (aircraft refurbishment, manufacturing) beating a path to our door, due to this lower barrier to entry.
I actually think major technology advancement is slowing down. However, the cost of technology is continuing to fall at an alarming rate”
In terms of the sign and graphics market, as we analyse our own business, we are seeing a real resurgence in cut graphics. Coloured vinyl sales are growing, as are various decorative films, which goes to show old habits die hard.
What are your current plans for building Spandex in the UK market for 2014?
That’s the easiest question yet. We will continue to find ways to build on our industry leading service levels to provide our customers with great products at great pricing.
What do you enjoy most about your role at Spandex, and what drives you?
I have been with Spandex for just over 20 years and I still view myself as a novice. For example, just when you think you know everything about vinyl application, vehicle wrapping comes along. Over the coming years, I’m very interested to see what UV print technology will do; it has the capability to significantly change our market. Thank goodness we partnered with swissQprint!
