July '12

For the Business of Apparel Decorating

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| | | | Graphics Hot Spot continued from page 39 SEVEN STEPS TO KILLER KICKS Here' STEP 1 Define the transfer-friendly area on the shoe. Side placements can be easily accommodated on an industrial-grade heat press. Back placements may require a tacking iron. STEP 2 Define the graphic that will go onto the shoe. Will the client want a name or number, a twitter handle or some sort of logo or photo? If a single-color design will be used, would the client like to upgrade to a special effect finish? STEP 3 Produce the graphic utilizing a vinyl cutter (single-color graphics) or solvent printer/cutter (multi-color graphics). Shops that do not em- ploy either output device can order from a transfer provider. STEP 4A — SIDE PLACEMENT Load the pair of shoes on a shoe platen with a compatible heat press. Place the heat transfer in the proper location, securing it with thermal tape if necessary. Be sure to press down with your hands/ fingers in the press area to ensure it will receive adequate pres- sure from the press. If it is not receiving good pressure, build up the pressing area from underneath with a print perfect pad/mouse pad. STEP 4B — BACK PLACEMENT Hold the shoe in one hand or position on the platen with back facing up. Place the heat transfer in the proper location; it is recommended to secure it with thermal tape. While supporting with one hand, press the tacking iron heater against the transfer, applying firm pressure for the recommended time that the transfer calls for. Do not rub the iron or move it over the transfer. Simply press and hold; relocate, press and hold until all parts of the transfer are adhered. Rubbing the iron can crease the transfer as the adhesive is melted. STEP 5 Cover both shoes with a silicone flex pad cover sheet to prevent any melting. Then press the transfers for the recommended time, tem- perature and pressure. STEP 6 Remove the backing from the transfer when ready. Most shoe trans- fers will need to be peeled after they have cooled. STEP 7 Deliver the shoes to the client and collect the money! pw SPECIALTY T-SHIRTS continued from page 45 s a rundown of the customization process from start to finish: expensive chemical process to achieve softness, muses Mayeri. This distinction is important to make whether having the washing done for a custom order or ordering stock through a supplier. The intended decoration and end-use should be clearly stated, Mayeri stresses, as a lack of communication in this area can lead to disastrous results. PREMIUM PRICING Like most things in life, the adage you get what you pay for holds true for the spe- cialty T-shirts mentioned here, as well as with a variety of other options out there. Indeed, you can get more bang… but at the cost of more buck. The price difference between a basic carded T and a specialty style can be quite large, says Boxercraft's Levine. This is because of the steps, processes and time that are added to create some- thing special. From a manufacturing perspective, specialty styles require extra planning, forecasting and specific materials, says McClaran. However, the benefit of these styles is that they have clear, tangible added benefits. Because the features that make these styles special are on clear dis- play, the upsell possibilities are higher, albeit not necessarily accessible to every customer. "You're not going to be sell- ing a burnout to a corporate company," states Mayeri, noting that these styles can offer a niche for decorators. The inherently fun, and even youthful designs of specialty styles makes them a perfect pitch for schools, liquor compa- nies, bars and music promotions. Even if this isn't in your client list at the mo- ment, keeping these options available in an ever-evolving market and targeting the edgier demographics allows decora- tors to stay relevant, says McClaran, and leads to the possibility of new busniess. Whether chosen for an improved hand, a specific client or to shock you out of a rut, specialty Ts offer a unique experience. pw 2012 JULY PRINTWEAR | 97

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