As featured in Printwear Magazine Nov 2010
Fashion—Your answer to generating more business.

Marc Vila, Account Manager—Pantograms Mfg. Company Tampa, FL
www.pantograms.com

Tampa, FL – Do you consider yourself fashionable? Are you Classic? A Hipster? Urban? Casual? When it comes to fashion, the definition is quite vague. Merriam-Webster defines fashion as, "the prevailing style during a particular time." However, maybe it should read, "place and time." Fashionable at a business meeting is different than at a hip-hop concert. Now, the tricky part, is figuring out how you, as an apparel decorator, can bring fashion into your products and create decorated apparel that your competition isn't offering. Creating fashionable apparel with your embroidery equipment is not complex and you do not have to invest in additional equipment; it's just a matter of having the knowledge of what your customer wants, and how to create it.

It might be best to forget about what you think looks good. Just because you like something doesn't mean your customer does. The first step in creating fashionable embroidery for your customers is to learn how they define fashion. Each organization, age group, and culture will define style differently. The cure for solving this riddle, just ask. Talk to your customers, watch what they wear when you meet with them; maybe visit their organization. Ask them to show you examples of apparel they love. You will quickly learn that some non-traditional embroidery can really give you an edge on your competition, and overall give you the opportunity to sell more embroidery and obtain higher average sales.

At this point in time, you probably embroider many left chest logos, and front- and-center caps. We know as apparel decorators, this is a common request. However, will this get them excited? If it is a high school football team, maybe not. If it's a Step dance crew, doubtful. So let's talk about some different ways to take the skills you have now, and turn them into unique style.

Step away from traditional apparel?

Go to your apparel supplier and look at some different brands of apparel. Check out deep v-neck shirts, wide brim hats, and tie dyes. What are some unique colors they offer, Neons? Have you seen (and felt) a burnout shirt? There is so much in apparel that is missed by you and your customers. Most apparel suppliers are willing to give discounted or free samples, get some. Test out some new styles and show your current customers a new way to display their logo, you may find some hidden sales. As a side note, when you offer a non-traditional garment, it allows for a higher ticket price. If your customer is comparing the same hat, amongst 3 apparel decorators, often the winner is the cheapest. Get away from that war whenever you can, offer a hat that is completely different and people will be excited to pay for it. Despite any economic woes, many of your customers went to the mall this weekend and spent $50-$100 on one garment. When it looks good, people want it.

Try unique embroidery placement

Left chest logo, seen it. Front and center cap, done it. When you are trying to appeal to a younger or more fashion-forward crowd, move the logo. Placing the logo off center of a hat looks great. It's different and it achieves the purpose of the garment. The reason people come to you, is because they want their logo, mascot, or name advertised to the world. People notice things that are different.

When embroidering a shirt, jacket, or sweater; there is no bad spot for a logo. If you go to a department store, you will find that companies are putting their embroidery all over the shirt; shoulder blades, bottom corners, and sides. The only bad spot I can think of is the armpit; in fact, now that I mention it, that could be a funny spot for jeering sports fan. Talk about placement, try it, and show it to people.

Another note to make about sharing your ideas, don't just show it to the person placing the order. Often times, the teacher in charge of ordering tees for the students; doesn't know what the students find exciting. A final, and favorite, thought about non- traditional logo placement; you cut down on production time. If you are embroidery off- center on a cap; there is not much room for error; there is only one way to be straight, but limitless ways to be crooked.

Applique doesn't have to be complicated

Applique is coming back in new and interesting ways. You can utilize appliqué both as a background and a foreground. Letters can be tacked down on top of the garment, or cut out of the garment. Use a unique fabric or print within your appliqué. Again, I will direct you to a department store to look for ideas and trends. Fashion can change like the wind, so your best reconnaissance work can be done at the mall. Practice and mimic what you see fashion designers making and see how you can re-create similar designs for local organizations.

One particular trend is letter cut-outs being tacked down with embroidery. This is easy to do, and it's not necessary to invest in expensive laser cutting equipment; especially if you are doing a smaller order. It can be done in 5 easy steps: 1- open an image of the lettering you want in your digitizing software. 2- Trace the center of the letters with a couple passes of a running stitch. 3- hoop the backing, garment, and fabric you want to use for lettering (in that order) 4- run the embroidery job 5- unhoop the garment and cut around the running stitches to form the letters. The great thing about this style is that imperfection is the point. The letters should have jagged edges, they aren't supposed to be perfect and neat; rather be messy and fun.

Another popular fashion trend is using appliqué as the background for an image; cutting the garment away to show the fabric behind. This technique is similar to above:1- digitizing an outline of your design. 2- hoop the backing, fabric, and garment (in that order). 3- run the embroidery job 4- cut the garment away to reveal the fabric hidden behind.

Again, part of this look is the frayed edge, so imperfection is your friend. You can also add unique effects to the background fabric. Try printing small tiles of their logo on white cotton, use fleece or faux leather, or even add embroidered lettering as a final step.

Mix your media

Whatever embroidery job you have completed, you can always add an addition fashion flare, even if you don't own other apparel decorating equipment.

Rhinestones and Studs are all easy ways to take your embroidery job into forward fashion. You can purchase hotfix stones/studs for fractions of a cent. Dot an i with a rhinestone, and you just took the garment to another level. Make the eyes of their mascot metal studs, and you made a plain cap unique. Stud/stone the bill of a cap, or the velcro clasp on the back. You can purchase a hand tool to place hotfix stones/studs or you can even use a heat press/iron. The point is to add to plain embroidery, your customers will love it.

Go Shiny and Bright

If you have not noticed, bright colors are in. Most apparel manufacturers are offering lines of tie-dye, Neon, and other looks. Embroidery thread comes in all colors and styles too. Most of the time, we use a standard polyester thread; it looks great and is easy to use. However, don’ t forget to offer other thread types, especially when you have a customer that wants something unique and exciting.

Metallic threads look fantastic and are easy to use. Metallic is more than just gold and silver, you can find most of your primary colors in metallics. Offer to change the red in their logo, to metallic red. It will give a look they may have never had before, and you will sell more garments.

Thread comes in so many forms; rayon, cotton, neon, color twisted, wool, multi- color, light reactive, etc. Contact your thread suppliers and they may have samples, or color charts they can provide you. Remember, that when changing the material of the thread, it will also come with a tension adjustment; thread and/or bobbin. Run a test design, and make your adjustment. All of these give a different look, and a part of being progressive in fashion, is doing things differently.

When it comes to being fashionable, stylish, forward, or retro; there isn’ t a magic answer. Your customer may not know what you can do, so have an open dialogue with them. As an apparel decorator, you are the expert. Your job is to find the customers wants and needs; and fulfill them in a way that is profitable and provides a lasting impression. I will repeat again, visit the mall and dissect fashion trends, you can re-create much of what you see, or use it as inspiration for a new idea. The best people in any line of business are more than just order takers; they generate and share ideas. Do something different, and I am sure you will grow your business.

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