December '14

For the Business of Apparel Decorating

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6 2 | PRINTWEAR D EC E M B E R 20 1 4 positioning at the start. This is especially true when adding elements to existing em- broidery. If you're restitching the same logo you removed, consider making the replacement logo a fraction larger to shift elements and cover a slightly larger area. This hides some of the scarring from the previous logo. When replacing or adding elements, the best method is much like that used in mul- timedia designs. Find an easily identifiable point in the remaining design, such as a sharp corner, point, or intersection. Make this the start- ing point and position the replacement ele- ments in relation to that point. If the hoop- ing is straight with careful measurement, you should be able to stay aligned and properly spaced. Avoid adding anything that needs tight registration in this fashion, think small outlines. The results are not consistent enough to merit the work. After any embroidery disaster, you must square away issues with your customer to recover. Communication is as key in fol- lowing up on a disaster as it should be in the initial customer interview. Be transpar- ent and honest. Apologize when your shop shares the fault and make it right wherever and however possible. You'll find that an honest answer, a sincere effort to fix the situation, and unflinching integrity im- press a customer more than any in-fighting, blame-storming, and excuses. CRISIS (HOPEFULLY) AVERTED If you followed your process, communicat- ed clearly, kept your customer in the loop, and maintained your eye for quality, you will have no need for argument. Ultimate- ly, we know that our brand lies wholly in the perceptions of our customers and their word often does more to shape our image than our own. We needn't kowtow to un- reasonable customers, but every effort we make toward retaining a good customer should be considered less a production loss than a targeted marketing spend. EMBROIDERY DISASTERS pw No matter the tool used to cut the threads, stitch removal should typically be a last-ditch effort. Don't cut into the garment or make holes while pulling too forcefully on the stitches or material. Stitch removal takes time and effort and should make sense for your bottom line before breaking out the blades. (Image courtesy Celeste Schwartz) Sometimes scarring is severe. In this case, the open nature of the replaced logo meant that the scarring would've been too visible for our standards. The garment was given a second life as an employee uniform jacket with nothing more than a light cross-hatch fill and satin border. This cov- er up can make scarred garments into usable pieces not only for employees but for charitable do- nations, as well. (Image courtesy Celeste Schwartz)

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