October '16

For the Business of Apparel Decorating

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Page 99 of 102

2 0 1 6 O C T O B E R P R I N T W E A R || 95 Industry Updates STERLING HEIGHTS, Mich.—STAHLS' adds a news section to its website. Informa- tion about upcoming events, new videos and webinars, and the hottest trends can all be found in this section. Visit the page at www. MENTOR, Ohio—A new video from Transfer Express shows how to color map vec- tor artwork for screen-printed transfers using the Easy View online designer. The video can be viewed at to-color-map-custom-uploaded-artwork-in- easy-view/. ROSELLE, Ill.—M&R introduces a video profile of Ink Throwers, the latest in the com - pany's series about successful screen printers. The video, featuring Ink Throwers founder and president Tom Butler, can be viewed at DENVER—Denver Apparel acquires Dy- namic Designs, a Denver-area embroidery services provider. Dynamic Designs owner Nam Bihn joins Denver Apparel as part of the acquisition. PHILADELPHIA—Penn Emblem accepts its National Women's Business Enterprise Certification (WBENC) for 2017. Part of the certification criteria requires that a qualifying company be at least 51 percent owned, op - erated, or managed by a woman or women. Randi Blumenthal-Joseph, president of Penn Emblem, accepted the certification after a re- view of the company's Philadelphia location. STERLING, Ill.—HALO Branded Solu- tions adds A Branovan Company to the company's brand affiliations. A Branovan Company president David Branovan states that the affiliation enables the company to maintain a focus on sales and growth while utilizing HALO's technology, marketing, and financial resources. The original Branovan of - fice will remain in Milwaukee, while support and financial operations will be transferred to HALO's main offices in Sterling, Ill. If you are looking to add screen-printed embellishments to headwear, your best bet is a cap platen. Again, this will help accommo- date the shape of most structured caps with- out many problems. You'll need to keep in mind, though, that not every type of head- wear can be decorated the same way with- out alternative preparations or steps. For example, most six-panel caps have a seam in the front and center. Trying to apply printed graphics makes the seam very noticeable and may even cause issues with the overall qual- ity of the print. If your client insists on using six-panel caps, an unstructured version is a better alternative, Mosley explains. Though the seam will still be visible with these softer caps, it will be easier to print on them. Wilkosky notes that for beanies and oth- er styles that can be laid flat, you have the option of using either a cap platen or shirt platen to print effectively and make sure the design looks good when stretched. As long as you have some of this equip- ment as it applies to your shop's capabilities, you should be able to decorate headwear in any way you might need. But, be aware of some of the challenges you might face with artwork that you wouldn't usually see with other types of apparel. The designs you use on your shirts and jackets might not trans- late seamlessly to headwear, so you may need to make some necessary adjustments to them in your design software. "Size is important to keep in mind since caps and headwear have a smaller surface area compared to apparel," explains Liu. "If a pattern is great for apparel, it may not work for caps, unless you reduce the overall pattern size." Between the styles, features, and embel- lishment methods available, the options for decorating headwear are almost unlimited. While embroidery will always be a mainstay for headwear since it offers reasonable pro- duction costs and can withstand obstacles other methods face, it's far from your only option. The key is to make sure you have the necessary equipment and supplies to get the job done. After that, the sky is the limit with decorating headwear. continued from page 43 DECORATING HEADWEAR profit to your community? The statistics quoted above reveals that if a customer had a choice between giving you their business, or giving it to another shop, and one of you publicizes your community commitment, that is the shop that will grow, both in rev- enue and in word-of-mouth advertising. More than logo placement or stitch count, the engagement of customers in 2016 and beyond includes doing more than is asked. Providing high-quality em- broidery at a reasonable price as quickly as possible may be the norm, depending on the competition where you live. Set yourself and your brand apart from your competi- tion by letting customers know that you are larger than the four walls of your business. According to Advertising Age magazine, 39 percent of new car buyers have chosen the brand of car they are going to buy six to 12 months before they purchase. Don't spend so much time on the brands of others that you neglect your own. SOCIAL SELLING According to a recent study by Pew Research Center, two-thirds of American adults use social networking sites, and the most recent are purely pictorial. Forrester Research re- fers to 2016 as "the age of the customer," and heralds the importance of the customer experience. While your customer relies on you for your expertise and service, the current vogue of influence selling is going to come from your customers. If you par- ticipate in the creative process, rather than stand behind your counter as an order taker, you will not only win their business but that of others who they will come to influence. Your customer is a walking billboard and a tribute to your work. Encourage the unique; be mindful of fashion trends; part- ner with your customer to put them and their company in the best light. Logos that are cutting edge prove you can make the seemingly impossible possible, and doing your utmost to make the work you do for each customer a tribute to your creativity and the capabilities of your decorations will keep them and their peers coming back for more. continued from page 52 continued from page 10 BUSINESS WATCH BRANDING TRENDS

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