January '13

For the Business of Apparel Decorating

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STITCH SOLUTIONS |||| by JENNIFER COX Bridging the Gap Steer customers away from retail and toward wholesale H ow often do you face the following scenario? John Q Customer walks into your business with a product they purchased ���out there,��� in the retail world. They want you to provide 25 more products just like it, with embroidery. Oh, and they want to pay the same price for your embroidered product as what they paid for the retail product. You may be thinking it���s a no-win situation. Jennifer Cox is a co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for business owners to share best practices, ideas, sources, solutions, volume buying benefits and services. Cox is recognized as one of the industry���s ���Most Creative Thinkers��� and repeatedly ranks in the top 40 on the industry���s ���Power List.��� NNEP is 15 years strong, and supports nearly 1,000 independent embroiderers and apparel decorators as they grow their dream businesses. Reach her at, or go to Christel Hadid and Danielle Hall, owners of H & H Establishments, offer embroidery services similar to a major retail department store, but can charge nearly double for the same monogramming because their customers like getting it done locally and quickly. (Image courtesy H & H Establishments) 68 | Printwear PW_JAN13.indd 68 January 2013 12/13/12 10:50 AM

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