August '17

For the Business of Apparel Decorating

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36 || P R I N T W E A R A U G U S T 2 0 1 7 PRESSING MATTERS B Y J O S H A N D Z A C H E L L S W O R T H visits that have been made to some of the largest apparel-customization businesses in the U.S. You can reach Josh by email at and you can find him here, on the hot spot, talking about customization beyond the basics in every issue. Tune in for mar- keting strategies and sales tips in the heat-applied graphics discipline. Zach Ellsworth has been helping heat printers for the last 15 years. From hopeful startups to seasoned professionals, Zach's advice and insight has helped them all increase productivity and profitability. Zach is currently serving as the general manager of Imprintables Ware- house and is focused on his favorite thing: helping decorators succeed. Josh Ellsworth is an industry expert on apparel customization and General Man- ager of Stahls' CAD-CUT Direct. His portfo- lio includes a YouTube site ( joshellsworth) with more than 50 educa- tional videos, a blog ( that is updated regularly and consulting T hink outside the box. This phrase is commonly used as a metaphor for tapping into your creativity. When we think creatively, we discover that we can find new ways to expand our business beyond where we are today and excel in a competitive and fast-growing apparel market. To think creatively about something, or outside of the box, you must first start by identifying the issue and then looking for ways to address each situation differently. For apparel decorators, the issue may be turning away business because you're unable to print a logo, effect, or item. It may be that you're not competing favorably on price or turn time. It can even be that you don't have the bottom-line profits in the business due to lack of revenue or margin. Undoubtedly, thinking outside of the box is necessary, especial- ly when looking for ways to do more with less. For embroiderers, thinking outside of the box often involves thinking outside of the Thinking Outside of the Hoop …with heat printing Adding heat transfer vinyls to an embroidery operation can add multidimensional designs or accommodate nontraditional jobs. (All images courtesy STAHLS')

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