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Using Inventive Decorating to Drive Apparel Sales
In the apparel world today, the "same old, same old" decoration methods and locations can be, well, old. Left chest embroidery, right bicep embroidery ...;
But, it doesn't have to be that way. You can present your customer with fantastic apparel decorated in a simple yet very impactful way, setting yourself apart from the competition.
But you shouldn't construe the notion of simplicity - in this case, a single decoration location - as lacking impact. A sophisticated decorative technique in a single location on a stylish garment can be extremely powerful.
Delivering high impact is what we do each and every day at Trimark Powered by Leed's. We will do simple left chest embroidery, sure. We do that day in and day out, but we also offer some unique decorating methods and locations that are just as simple - yet can pack much more punch.
What should you consider when evaluating decorating methods and locations for your client? When might embroidery be a challenge? Some key things to consider:
1. Size and level of detail in the logo. Logos with lots of fine detail can be difficult to represent well using embroidery. In addition, logos that are large with a lot of fill can be very "heavy" on the garment.
2. Fabric of the garment. For a heavy piece of outerwear or a cotton shirt, embroidery typically will represent a logo well. For some of the more performance garments (lighter weight, more drape), embroidery can look heavy even for a relatively small logo.
3. Shape of the logo. A logo with a long horizontal component can look clunky across a left chest horizontal placement. A logo that is primarily vertical can look odd on a right bicep.
What are some options?
One is True Edge™ Transfer. True Edge Transfer is a new means of heat transfer that provides superior clarity, allows for freestanding text as small as 8-point font and can be done in locations that can't be reached with an embroidery hoop. Utilizing PMS spot color, it's a technique that originated on bags but is finding increased popularity on apparel.
Another way to make an impact is with strong use of color. We're finding that many people are using things like metallic transfers. With so much apparel now featuring silver-metallic accents, incorporating that treatment in the decoration demonstrates a fundamental understanding of how to merchandise based on cues from the garment.
There are two additional options that we offer at Trimark Powered by Leed's - both for use on synthetic fabrics.
One is deboss, a process by which a die is used to imprint the logo on the garment. There is no change in the color of the garment, but the resulting logo will have dimension.
The other is laser, which creates a slightly different color of the garment in a very subtle way. One of the best things about laser is that it can be used almost anywhere - across seams, across zippers and at very large sizes. The benefit of both deboss and laser is that they result in a permanent logo that will not wash away.
There is also the question of location and size. We're finding many customers going with unique locations - such as taking a logo that is very linear and imprinting it vertically along the left chest versus horizontally, or taking a smaller logo and imprinting it on the back yoke.
Aside from that, other potential trends we've noted include the use of distressed art on, say, a soft, drapey sweatshirt for an aged look. And multi-media, combining different methods on the same garment, holds the potential for an entirely new realm of creativity.
With many different standard locations and sizes, you can provide customers with unique options that set you apart from your competition. The possibilities are virtually endless!
It's an exciting time at Trimark Powered by Leed's, with bold fashion trends and cutting-edge decorating techniques altering the industry landscape. And with a single, high-impact location, you can create a compelling brand story without elevating your costs.
Corey Cardinal
Field Sales Manager - Trimark Powered by Leed's
Polyconcept North America
400 Hunt Valley Road
New Kensington, PA 15068
Phone: 800.860.1555
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