November '15

For the Business of Apparel Decorating

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2 0 1 5 N O V E M B E R P R I N T W E A R || 43 CREATING RETAIL-INSPIRED WORKWEAR: STEP-BY-STEP Identify a style that speaks to the custom- er. For some customers, this is really simple. They readily provide a retail store or a set of images depicting garments and decora- tions that they want to emulate. If you are pitching the retail style yourself, you'll want to consider things like the demographics of your client's customer base and employ- ees, the culture of their company, and their overall branding and style from their logos and printed materials, to the decoration of their locations. Once you've identified key traits of their brand, looking for inspiration is as easy as checking out retail brands that fit with those traits and/or scoping the latest season's releases from popular clothing com- panies. If you've done your research, some selections will stick out as potential inspira- tions that fit well with their image. Analyze your inspirational pieces. Ex- amine your model garments, identifying essential style characteristics that define their look; isolate those traits and make notes. Consider color, cut, construction, detailing, fittings (buttons, zippers, toggles, eyelets, etc.), base material weave/structure, and fiber content. When looking at decora- Above: The NHBG main logo is transformed by the addition of the NM flag symbol—the Zia—at center and through perspective shift and 3D shading in this de- sign by their master designer, Dave Tapp. My embroidered ren- dition is big and bold, placed on a trending stretch-fit mesh-back cap, it was a great addition to the servers' uniforms, but destined to be desirable by the bar's patrons. (Image courtesy Dave Tapp) Right and below: NHBG is located in between the center of the trendy Nob Hill district of Albuquerque and the campus of the University of New Mexico; They take both these hip, urban markets and the young-skewing demographic of their customers into account with garment se - lection and design. When argyle prints first start- ed to trend, NHBG jumped into the fray with the argyle design shown here in an off-center cap placement and in this larger shirt design. They allowed me to design the large, light-stitching applique version for a hip placement on ladies tees for their waitstaff- truly retail styled and high-quality. (Image courtesy Celeste Schwartz)

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