July '18

For the Business of Apparel Decorating

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transfers can be a great way to change any personal branding as the employee changes. VALUE ADDED How the business is branded and how that brand should be portrayed is a key thing to consider when figuring out what sort of decoration should be offered, but that may not be the first hurdle to overcome when discussing decorated apparel with a busi- ness owner. Before you can even get to the discussion of how the apparel in question should be decorated, you have to convince the business owner of the value of the deco- ration itself. That may not be as easy as it sounds. Decoration is often considered an add on, something that matters less than the garment itself. This attitude is why most decoration business owners have at least one story about a client who wanted a five-color screen print in four different locations for about $5 per shirt. Customers don't under- stand the value of decoration as branding and what that branding can do for a busi- ness' bottom line. It's up to us, as decora- tors, to educate them on that point. The place to begin that education is with the basics. This includes things like what exactly a brand is and how corporate at- tire can help perpetuate the brand. In the simplest terms, a brand is "a person's per- ception of a product, service, experience, or organization." Corporate apparel helps add to a customer's perception by portray- ing an image that the company wants to portray. Many corporations will invest in their brand with fancy stationary, elabo- rate office suites, and trucks that bear the company name and phone number, but they don't often think about how corpo- 2 0 1 8 J U LY P R I N T W E A R || 39 BRANDING STATISTICS AND FACTS • It only takes 10 sec- onds to form a first impression of a brand, but it takes five to seven impressions for a con- sumer to recognize a corporate logo. • A study done by the Uni- versity of Loyola found that color increases brand recognition by up to 80 percent. • Consistent presentation of a brand can increase revenue by 23 per- cent on average. • Branding is an attempt to "harness, gen- erate, influence, and control" the as- sociations and percep- tions that people create regarding a business to help the business per- form better. • According to Forbes, business to business (B2B) decision makers consider the brand a central (rather than marginal) element of a supplier's value proposition. Customers don't typically understand the value of decoration as branding and what that branding can do for a business' bottom line. It's up to decorators to educate them on that point. (Image courtesy Swan Threads)

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