Printwear

July '18

For the Business of Apparel Decorating

Issue link: http://read.uberflip.com/i/995267

Contents of this Issue

Navigation

Page 42 of 86

38 || P R I N T W E A R J U LY 2 0 1 8 W hat makes corporate at- tire and uniforms unique and special is the deco- ration that's added. The decoration is the brand, and the brand is what turns an everyday polo shirt into an advertisement for Joe's Bar and Grill or a work shirt into a walk- ing billboard for Stuzman's Plumbing and Heating. The brand is what turns the mun- dane into something special, but that fact is often missed by the business owners who are purchasing the garments. It's up to the decorator to help them understand how decorated logo wear helps spread their company brand. WHAT'S ON THE MENU? One of the first things to discuss when talking corporate logo wear is what sort of decoration should be added. As we all know, dif- ferent types of decorations give different types of impressions, so one important question is how the business ordering the garments wants to be perceived. Take, for instance, lab coats, which would be used by doctors, dentists, or pharmacists. People in these sorts of occupations want to be perceived as trustworthy, prosperous, and steady; some- one that can be trusted. There's a reason why most lab coats are embroidered. Embroidery is a classic decoration technique and one that proj- ects an image of tradition and class. For a business that needs a fun, flashy look, rhinestones are a great option. Rhine- stones are often used to grab attention, so they are a popular choice for nail or beauty salons and dance studios. Rhinestone trans- fers can also be a good option for companies that want to have a bit of flash but also want to stay within budget. Screen printing is a staple of the decoration world, and it's a staple for a reason. Screen-printed shirts have for years been the go to for concerts, festivals, and community events, but can also be a great op- tion for logo wear for restaurants or bars. A screen-printed garment can be an easier sell than some other types of decorated apparel because most busi- ness owners are familiar with screen print. Newer techniques, relatively speaking, like direct-to-garment printing or subli- mation, have also started to make an im- pact when it comes to corporate logo wear. One of the advantages of sublimation is that it allows the inclusion of branded merchandise like mugs, water bottles, or key chains in the sale. Branded giveaways, while not something corporate employees can wear, are something useful that can be handed out to potential customers. Hard goods can also be a great way to in- crease a branded logo wear sale. Companies that offer decoration techniques like sublimation should always keep in mind the possibility of upselling the customer. Another thing to remember is that branding doesn't neces- sarily have to be permanent, and it should always be emphasized to a business owner that there are methods, like emblems, which allow for brands to be changed. Name patches, like those used on a traditional mechanics shirt, can be changed out easily should a uniform change hand. For businesses that have a large turnover but still want their employ- ees to wear branded garments, patches, or Who Are You? Building Corporate Branding B Y K R I S T I N E S H R E V E Kristine Shreve is the director of marketing for EnMart and parent company Ensign Emblem. She devel- oped and writes the EnMart Embroi- deryTalk Blog at blog.myenmart.com and the SubliStuff blog at www.sub- listuff.com. She additionally main- tains the EnMart Twitter feed (www.twitter.com/enmartian) and Facebook page (www.facebook.com/enmartpage). Reach her by email at kristine.shreve@myenmart.com. decorated logo wear helps spread their WHAT'S ON THE MENU? One of the first things to discuss when talking corporate logo wear is what sort of decoration should be added. As we all know, dif- be added. As we all know, dif- be added. As we all know, dif ferent types of decorations give different types of impressions, so one important question is be perceived as trustworthy, prosperous, and steady; some- one that can be trusted. There's a reason why most lab coats are embroidered. Embroidery is a classic decoration technique and one that proj- ects an image of tradition and class. For a business that needs a fun, flashy look, rhinestones are a great option. Rhine- ness owners are familiar with screen print. mation, have also started to make an im pact when it comes to corporate logo wear. One of the advantages of sublimation is that it allows the inclusion of branded merchandise like mugs, water bottles, or key chains in the sale. Branded giveaways, while not something corporate employees can wear, are something useful that can be handed out to potential customers. Hard goods can also be a great way to in crease a branded logo wear sale. Companies that offer decoration techniques like sublimation should always keep in mind the possibility of upselling the customer. Another thing to remember is that branding doesn't neces sarily have to be permanent, and it should always be emphasized to a business owner that there are methods, like emblems, which allow for brands to be changed. Name patches, like those used on a traditional mechanics shirt, can be changed out easily should a uniform The type of decoration used for logo wear and the overall look communicates what your brand is all about to customers and potential customers. (Image courtesy Ensign Emblem)

Articles in this issue

Links on this page

view archives of Printwear - July '18