March '17

For the Business of Apparel Decorating

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2 0 1 7 M A R C H P R I N T W E A R || 49 Yeung states that embroidery provides the best value perception for resort wear. This is because the tactile aspects of embroidery provide an immediate sense of quality. Embroidery can be applied to an array of styles seen at resorts, making it a versatile medium. Polos and button-ups stitched with the name and logo of the resort make for simple but tasteful souvenirs that guests will be excited to wear and bring home. With the right embroidery thread, designs stand up even to heavy jackets and outer- wear, resulting in pieces that command higher price points and withstand rough weather. The medium even works on loud, floral- patterned Hawaiian shirts frequently seen in tropical destinations, adds Strel. Embroi- dered designs on busy patterns should be kept simple—flashy or extremely-detailed logos and fonts tend to get lost in the print and are difficult to see on the end user. A major obstacle for embroidery is in light- weight garments. Flowing styles like the swimsuit cover-ups and tank tops common- ly seen at beach resorts require lightweight backing, thread, and designs to avoid weigh- ing down the garment. Screen printers have expanded opportuni- ties to show off their creativity when deco- rating resort wear, because garments sold at resorts allow for prints and graphics unlike those in any other market. For lightweight resort options, screen printers should use higher mesh counts and water-based or dis- charge inks for softer, lighter prints. Certain screen-printed designs also look better with specialty garments. For example, vintage or distressed designs complement the faded, muted colors of pigment-dyed garments for a worn, casual look popular with younger end users and beachgoers. Mixed-media embellishments are another way to distinguish your work from that of your competition in the resort market. Add- ing rhinestones, heat transfers, appliqué, or foil to your screen-printed embellishments will further allow you to show off your skills as a decorator while commanding a higher price for the added parts, labor, and time. Versatility is the name of the game if you want to shine in the resort market. It is crucial to have a collection of decorated products available beyond what your clients imagine. Showcasing unique and high- quality products is the first step to cornering this desirable market. Busy patterns seen on shirts in Hawaii and other tropical places work best with simple embroidered logos and fonts. (Image courtesy Squish Wear) Embroidery stands up well to the heavy outer- wear and three-in- one jackets seen at ski resorts. (Im- age courtesy Tri- Mountain)

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