September '17

For the Business of Apparel Decorating

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2 0 1 7 S E P T E M B E R P R I N T W E A R || 79 RHINESTONE TRANSFERS SPIRIT WEAR TRENDS YOUR PERSONAL BUSINESS TRAINER continued from page 16 continued from page 41 continued from page 58 For this vinyl and rhinestone example, we used CorelDraw, as it works beautifully with a multilayered process. The first step is to look at your design in a wire format to ensure the lines are clean and free of double layers or extra cut lines. Once you have determined the artwork is perfect, you can decide which parts you want to have in rhinestones, vinyl, and how many colors you want in each section. In the ex- ample below, we will showcase a two-color vinyl design with a rhinestone outline and an inline throughout. Here are the steps to get you started: 1. Set up artwork for transfer to your vi- nyl cutter. 2. Determine the rhinestone path for the design. 3. Ensure the paths overlay correctly to avoid issues during the pressing pro- cess. 4. Convert the rhinestone file to print via a template or send to a rhinestone set- ting machine. 5. Send the cut files to the vinyl cutter or plotter. 6. Set the press to 325 degrees F (or manufacturer's recommended setting) at medium pressure. It can be pressed in layers according to the type of vi- nyl used. If using easy weed, press that first for about 3 seconds and peel off the carrier sheet. If you are using glit- ter, layer that second, press for about 5 seconds, and remove the carrier sheet. The last press will always be the rhine- stones. Layer the rhinestones over the design and cover the design with a Tef- lon sheet to protect the vinyl from be- ing over pressed and burned. Press for the full 15 seconds. Remove the carrier sheet and give it one last press for about three seconds. 7. If you are sending the transfer to a cus- tomer to press, be sure to include press- ing instructions. So, there you have it! An easy step-by-step on how to create a multimedia design that will wow customers. outside of the fiber. If you cut a spin yarn, you'll see solid color all the way through the fiber." The benefits? Colorfastness that withstands sunlight, laundry detergent, and abrasion, while also offering color consis- tency between batches, he says. Tri-blends are also good options, Lee notes. "As athletic apparel has become a mainstay in everyday wear, consumers are looking more towards the perfect blend of fit and function. They are searching for a softer finish and are becoming more knowledgeable on the technical functions of their garments––moisture-wicking, UV protection, anti-bacterial, etc." He adds that tri-blends offer more technical aspects than traditional cotton garments and have one of the softest finishes among all the fabric choices. A LASTING LEGACY "The amazing thing about spirit wear is that it's an emotional investment," Lee says, stressing the magnitude of this market. "The decoration applied to an item holds significant emotional value. It's a source of pride from not just the consumer wearing the garment, but from those associated with the person wearing it because each piece holds sentimental value." And he's right. Are you really going to remember that the team had a 2–10 season, or are you going to think back on how much fun you had cheering with your friends or squad at each game? Maybe the year was incredible––lo- cal or state championship incredible. Was that the year the neighboring town's club got disqualified because of a senior prank gone wrong? The value in these memories are what customers are buying into when they make a purchase in this market, even if that fact takes years to reveal itself. "A spirit wear piece, with the logo of the uni- versity or academic institution the person attended, could be kept in their wardrobe forever," Lee advises. "That's what makes spirit wear so exciting. You are creating a piece that someone may cherish for the rest of their life." looking for and precisely describe what kind of garments would best meet your needs. After that, I'll be able to show you appropri- ate samples of the wide variety of garments you can choose from, as well as some of our past work. All of our loyal customers have remarked about how our printed and em- broidered garments are practical, durable, and have a one-of-a-kind look, yet can be produced well within their budgets. Does that sound like a good way to start?" Don't be shy to bring your list of ques- tions into the sales call. You may want to separate your questions into two catego- ries: Things I think I know but need to confirm, and things I need to find out. Having a list of questions will prevent the possibility of leaving the customer without obtaining all the answers you need to be- gin work on a price quote, proposal, or the order itself. BE NOT AFRAID Cold calling is like learning to drive a car. At first, you're overwhelmed by the power and potential danger of the vehicle—but you get over that. Relax. Issue yourself a cold-call learner's permit and allow yourself to make some innocent, inconsequential mistakes. You'll learn much more from your faux pas than from your dumb-luck suc- cesses. If practical, have a seasoned, experi- enced coach accompany you on your first attempts to offer support, feedback, and advice. Like driving, if you develop good habits from the beginning, you will master the skill in no time. Budget time, typically 20–30 percent, in your sales-activity schedule to prospect, conduct research, and make cold calls. You can convince yourself that any given time of day or any day of the week is not a good time to make that cold call. Quit making excuses. Unlike other types of sales calls, there is never a bad time to meet and get to know a new prospect. Who knows? Your next sales lead may become the best cus- tomer and friend you've ever had. Happy prospecting!

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