February '23

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6 8 G R A P H I C S P R O • F E B R U A R Y 2 0 2 3 G R A P H I C S - P R O. C O M A P P A R E L D E C O R A T I N G W hen some decorators talk about heat transfers, the tendency is to refer to them as if they are only good for hobbyists, or only suitable for one-offs. e theory, in some quarters anyway, seems to be that heat transfers aren't really a viable option for a legitimate shop, or that getting qual- ity heat transfers is more often more effort than it's worth. ere are also, it should be said, shops that use heat transfers on a regular basis, and may even have built a large part of their business around deco- rating with heat transfers, or even creat- ing and selling the transfers themselves. So, which is it? Are transfers for hobbyists and people who just want to decorate and aren't concerned about quality, or are they for, and from, people who run legitimate businesses? e answer is, and you may have already guessed it, a little bit of both. e first thing to get out of the way is the concept that heat transfers are for hobbyists or people who aren't necessarily concerned about the quality or fastness of the finished product. Yes, there are trans- fers available that serve this market. Part of the heat transfer market is designed to serve those who just want to make a one- off shirt or a Christmas ornament. ey're transfers made for fun, to allow someone to create a piece that's personal to them. e end goal is not to create a garment that will stand up to a lot of wear and tear, or a piece that meets certain standards of How to bring heat transfers from the realm of hobbyists to a successful business model Kristine Shreve is the founder and CEO of Kristine Shreve Consulting, which offers writing, marketing, and busi- ness development services. The com- pany can be found at Kristine is also the creator and host of the Business + Women podcast and is also the director of market- ing and outreach for Applique Getaway. Kristine was the director of marketing for Ensign Emblem and EnMart from 2006 to April 2020. GETTING VALUE FROM B Y K R I S T I N E S H R E V E Heat Transfers Heat Transfers

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