Do your research to successfully cater to female clients. By Keirstin Townsend, Contributing Writer M OST APPAREL DECORATORS operate in a default unisex or male-dominated mindset, and find plenty of business doing so. However, because about half of the population is female, it is easy to make a case for increased marketing efforts targeted at this demographic. The most successful companies realize women purchase apparel and products differently than men. Some extra thought into what will truly complement your female customer goes a long way where profits are concerned. To tap into ladies' markets, it's important to understand that the way a garment makes a woman feel directly influences her buying decision. In general, ladies' bodies are shaped differently than men's and they have a different sense of style. They don't necessarily want to be sold pink products because history says that's what makes them "for ladies." Believe it or not, pink can be patronizing. Your value as an apparel decorator increases in the eyes of female customers when you prove you've considered their unique needs by making excellent product recommendaP.40 Unisex shirts can make a woman feel frumpy. Cater to your women clients by researching complementary styles for a more flattering fit. I M P R E S S I O N S M A G . C O M JUNE/JULY 2016