October '19

For the Business of Apparel Decorating

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Page 27 of 152

2 0 1 9 O C T O B E R P R I N T W E A R 2 5 ing when you apply these same principles in your own marketing. DRESS THE PART Dress to reflect the customer's environ- ment when you are meeting with them in their space. If you are calling a corpo- rate executive, it is appropriate to dress as a corporate executive. When you are going into nearly any other sales setting, wearing upscale business casual with well- done embroidery is appropriate. If you do not want to look like a billboard, that is understandable. Create a sales wardrobe with tone on tone embroidery, where your logo is present but subtle. You could also use a non-traditional logo placement, so that your shirtfront is not speaking before you are, such as the back shoulder, below the pocket, or even the sleeve. Show just how good-looking an embroidered logo can be, even when done in an unexpected way. Demonstrate an excellent example of what you can do for your customers. This will help make your case for the impact of branded apparel as convincingly as any catalog or quote you give them. Take this one step farther by developing your own personal look or style. When I say Jim Tressel, it is likely that a specific im- age of him comes to mind. In that image, what is he wearing? Think of Steve Jobs, how do you picture him? These individu- als understood and effectively used their apparel choices to help build their brands. You can do the same thing. Pick a color or style that you really feel good about wear- ing and build your 'sales persona' wardrobe around that as the base. You do not have to wear the same thing, but consider how to continued on page 65

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