Printwear

December '16

For the Business of Apparel Decorating

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Jennifer Cox is the president and co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for apparel decoration busi- ness owners. NNEP supports the success of NNEP mem- bers with best practices, ideas, sources, solutions, vol- ume-buying benefits, and services. Cox was recognized as a Top 50 Small Business Influencer and Community Choice Leader by Small Biz Trends in 2013, is recognized as one of the industry's "Most Creative Thinkers," and repeatedly ranks in the top 40 on the industry's "Power List." Reach her at jennifer@nnep.com or go to www.nnep.com. STITCH SOLUTIONS B Y J E N N I F E R C O X I bet you have a favorite item of clothing; the thing you reach for when you get home or wear every weekend. It might be a sweatshirt, a shirt, a jacket, a sweater, even a ball cap. For whatever reason, this particular piece of apparel has a unique place in your life and your heart. What is it about this piece of clothing that makes it so "right" for you? Is it the fit, the feel of the fabric, the color, where it came from, how it makes you feel when you wear it, or some other hard- to-identify-thing? If I handed you another shirt made out of the same fabric, would you feel the same way about the new shirt as you feel about your shirt? It would not surprise me to learn that your favorite item has some message or visible branding on it. For many people, that fa- vorite piece is attached in some way to a memory, an experience, or an important person in our life. It may be that when we wear that piece of clothing, it is more than just a shirt for us on some emo- tional level. In fact, we usually are not even aware of this emotional layer, which may be what makes this item your favorite. Give Them What they Want Discover Customer Favorites for More Orders 24 || P R I N T W E A R D E C E M B E R 2 0 1 6

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