Printwear

May '20

For the Business of Apparel Decorating

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2 0 2 0 M A Y P R I N T W E A R 2 1 trate the novelty and visual appeal of your approach places you in a class more akin to designers and marketers than that of a commodity printer. By discovering the needs of the client and addressing the de- sired effect of your apparel with creative answers both in digitizing and execution, you become a problem-solver and partner more than a technician. The expenditure required for excellence is repaid repeatedly. Creative, dimensional, and textural treatments require more time for a digi- tizer to draw and experiment and may require more communication with your customer, but the costs you incur aren't inherently a loss. First, the increased costs often end at setup, not necessarily with the decoration itself. Whether you have a designer work up a unique concept or learn to digitize in such a way to create a dimensional ex- ecution that makes the most of your art, the stitching of a creative treatment itself needn't increase your direct expense, and when viewed over the potential lifetime of a customer with the potential of repeated orders using the same design, it becomes even less expensive. The training required to become both a technically skilled and creative digitizer also enhances your understanding of the properties of thread and the settings used to achieve complete color coverage as much as novel surface textures and di- mensional effects. A masterful digitizer with complete control creates designs that are efficient, using only the color changes needed and traveling without unnecessary trims. Moreover, their un- derstanding of underlay and the interac-

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