Printwear

March '20

For the Business of Apparel Decorating

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I t was a few weeks before Christmas when my husband walked into the kitchen and tossed a book on the table. With a bit of a sneer he said, "This is everything I know about buying clothes for you." Slightly confused, I cracked open the pages. I discovered a completely blank notebook. We both laughed. But that moment made me think about woman's fashion in the apparel decorating industry. How do we need to approach the process from sales to decoration? Does it need to differ from how we approach selling and decorating for men? Well, yes, yes it does! According to Harvard Business Review, globally, women control $20 trillion in annual consumer spending and that number is only increasing. In the United States alone, women control $5.9 trillion in consumer spending. Furthermore, HBR research identified four businesses segments where women are most likely to spend more. These include food, fitness, beauty, and apparel. Given this information, you need to listen carefully to what women want, seek high quality apparel blanks, and ensure comfort and a variety of fit options. When you achieve this, you will bring part of the $5.9 trillion into your shop. LET'S TALK FIT Women come in all shapes and sizes, and you want to find the best fit for your customer. Let's dive into this complicated area and determine some key questions to ask when fitting a group. I t was a few weeks before Christmas when my husband walked into the kitchen and tossed a book on the table. With a bit ALL THINGS CONSIDERED Fits and Finds in Womenswear A L I B A N H O L Z E R According to Harvard Business Review, globally, women control $20 trillion in annual consumer spending. (Image courtesy JERZEES) 4 0 P R I N T W E A R M A R C H 2 0 2 0

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