Printwear

October '16

For the Business of Apparel Decorating

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52 || P R I N T W E A R O C T O B E R 2 0 1 6 visually links the two and the implied endorse- ment. If a bank is donating to a food bank and celebrating that fact, why not suggest incorporating a loaf of bread into the logo to substitute for a letter, one time only. Or if a restaurant is showing its support for a hospital, suggest the addition of a stitched band-aid to get the point across. You may need to allow extra time for the approval process, but it will be well worth it in added stitches, unique results, and word- of-mouth advertising. PERSONALIZATION Once thought the domain of "preppies," monograms, as well as other methods of personalization, have become fair game for all. At one time relegated to linens, fine dress shirts, and bath- room towels, embellishments with monograms, names, and nicknames are often seen and encouraged in the retail world. Catalogs, in-home sales of totes and other soft goods, even por- table kiosks in malls or at shows offer the ability to personalize everything from dog collars to horse blankets, lunch bags to boat totes. With upselling in mind, especially so with businesses that are local, schools that promote their hometown heroes, and indus- tries using branded apparel as a "thank you" for their staff, sug- gest that individuals' names be added to each item. One of the beauties of embroidery and multi-head machines is that you can produce in volume, then embellish individually. Again, you are going for unique and memorable. PERSONAL BRANDING When it comes to personal branding, your hooping skills will be put to the test. A fashion trend that began in 2015, and has remained, is the personalization of accessories such as shoes, bags, and headwear. When embroidered embellishment was seen all over the runways towards the end of 2014 and well into 2015, many fashion pundits suggested investing in an embroidered accessory, rather than jumping in "whole hog" with a pricey outfit covered with embroidery. Awareness of your customers' sense of style when they enter your shop is worth pursuing. Even the customer who is entering your shop simply to place an order for their business may not be aware of the capabilities of embroidery to emulate their personal style on clothing and accessories. Have samples readily available and images of what can be done. Bare walls never sold anything, but giving the space over to the possibilities of personal branding will bring you closer to their "aha" or "I never knew you could do that!" moment. CONNECTING WITH COMMUNITY According to the 2015 Cone Communications/Ebiquity Global CSR Study, 90 percent of consumers would switch brands to one associated with a good cause, and 84 percent seek out responsible products whenever possible. Here is where new thinking needs to replace the old sell, sell, sell mentality. Do you have a cause? Do you let others know about it? Do you contribute any percentage of your BRANDING TRENDS continued on page 95 visually links the two and the implied endorse ment. If a bank is donating to a food bank and celebrating that fact, why not suggest incorporating a loaf of bread into the logo to substitute for a letter, one time only. Or if a restaurant is showing its support for a hospital, suggest the addition of a stitched band-aid to get the point across. You may added stitches, unique results, and word- Once thought the domain of "preppies," monograms, as well as other methods of personalization, have become fair game At one time relegated to linens, fine dress shirts, and bath room towels, embellishments with monograms, names, and nicknames are often seen and encouraged in the retail world. Catalogs, in-home sales of totes and other soft goods, even por table kiosks in malls or at shows offer the ability to personalize everything from dog collars to horse blankets, lunch bags to boat With upselling in mind, especially so with businesses that are local, schools that promote their hometown heroes, and indus tries using branded apparel as a "thank you" for their staff, sug gest that individuals' names be added to each item. One of the beauties of embroidery and multi-head machines is that you can produce in volume, then embellish individually. Again, you are When it comes to personal branding, your hooping skills will be put to the test. A fashion trend that began in 2015, and has remained, is the personalization of accessories such as shoes, visually links the two and the implied endorse- ment. If a bank is donating to a food bank and celebrating that fact, why not suggest incorporating a loaf of bread into the logo to substitute for a letter, one time only. Or if a restaurant is showing its support for a hospital, suggest the addition of a stitched added stitches, unique results, and word- Once thought the domain of "preppies," monograms, as well as other methods of personalization, have become fair game At one time relegated to linens, fine dress shirts, and bath- room towels, embellishments with monograms, names, and nicknames are often seen and encouraged in the retail world. Catalogs, in-home sales of totes and other soft goods, even por- table kiosks in malls or at shows offer the ability to personalize everything from dog collars to horse blankets, lunch bags to boat With upselling in mind, especially so with businesses that are local, schools that promote their hometown heroes, and indus- tries using branded apparel as a "thank you" for their staff, sug- gest that individuals' names be added to each item. One of the beauties of embroidery and multi-head machines is that you can produce in volume, then embellish individually. Again, you are When it comes to personal branding, your hooping skills will be put to the test. A fashion trend that began in 2015, and has remained, is the personalization of accessories such as shoes, Turn standard blanks into an impactful piece of clothing with personalization.

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