May '16

For the Business of Apparel Decorating

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60 || P R I N T W E A R M A Y 2 0 1 6 Nadia Santoli is a freelance con- tributor to Printwear magazine. With over 10 years in the public relations, communications and marketing fields, including nearly three years directly within the promotional apparel indus- try, Nadia is no stranger to successful- ly bringing products and services to market. She has a Bachelors of Business Administration Degree from the Schulich School of Business, and resides in the Toronto, Ontario (Canada) area. Versatile, comfortable, and flattering cuts are all the rage in women's apparel. (Image cour- tesy Royal Apparel) D espite what you may have heard, wholesale apparel man- ufacturers and decorators cannot read women's minds. For many clothing businesses across North America, the age-old question, "what do women want?" is asked time and time again before they begin working on a new collec- tion. How do they find the answer? Turns out, the combination of research, awareness, and intuition is the actual, realistic "gift" to solving this puzzle. What women wear needs to fit within the roles and activities that their lives take on. Even though they desire the latest retail trends, the apparel they select not only needs to perform, but needs to offer comfort, versatility, and style. That being said, retail trends are very important to successful promotional apparel manufacturers; in fact, it is a top priority. Wholesale's emulation of retail trends surely impacts styling, but it also extends to the details; such as chosen fabrics, fit, colors and palettes, as well as decorative prints. What Women Really Want B Y N A D I A S A N T O L I

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