Impressions - March 2020 - 39

PITCHING & SELLING
"Novelty is a tremendous driver for sales [of appliqué and speciality stitches], and you needn't have a massive departure from the norm to create it,"
says BriTon Leap's Erich Campbell. "Any appliqué can create a coverage area that saves stitch count and leaves a large coverage area with a lighter
hand; add contour stitching - or a special motif in the edge-tacking - and you have additional texture, as well as increased impact without adding
greatly to labor.
"Even if a customer doesn't choose to employ your creativity, simply being a standout shop that can do more than just embroider with competency
provides you with expert status in the medium and the credit for pushing your medium to new heights," he adds.

Felt: This fabric provides a typical
prep/collegiate look and is ideal for
fleece. It also can be singed when cut,
so using multiple laser passes with less
power will help minimize any burnt appearance. Bean or chain stitches are ideal
tack-down options, and felt also helps
achieve vintage and streetwear looks.
Jersey: Using single or multiple layers
of jersey gives a soft, pliable look. If the
edges are exposed, the fabric will curl
up once washed. Use contrasting colors
with multiple layers to add visual interest.
Other fabrics, such as cotton twill,
canvas, Bedford twill and denim, also
will fray with exposed edges, resulting in
a vintage look that has been repeatedly
washed. PU Leather, which features a
polyurethane finish, and micro suede
can be etched, debossed or embroidered
directly.They give a rustic look and are
ideal for the outdoors and farming/
ranching industries.

While the presented examples may not
resonate with your clientele, become a
branded-apparel expert and show what
is possible when timeline, budget and
audience are considered.
If you don't have the experience or
equipment to do this in house, look for
strategic partners that can help. With
the right vendors in place, you can offer
more options for clients and the net profit
will be more than what you can achieve
in house.
Don't hesitate to experiment with
specialty stitches, threads and appliqué
- even if you use an existing design.Your
brand is a great way to show what you

can do for customers. If you're looking
for more resources to increase your skill
level, contact me and I'll point you in the
right direction. Just remember: Thread
is not dead. 
Jeremy Picker is the creative director and CEO at
AMB3R Creative, a Colorado-based apparel-design firm. He has more than 20 years of experience
in the fashion industry and has deep knowledge
of custom design, screen printing, embroidery,
appliqué, finishing and promotional products. He
has helped numerous brands launch, grow and
manage merchandise for major-label brands. For
more information or to comment on this article,
email Jeremy at jeremy@amb3r.com.

What Big Brands Do
The goal is to make your embroidery
or appliqué reflect a style that looks
authentic. Decorators do it via screen
printing, so why not strive for the same
thing here?
To learn about what's popular on the
market, start a Pinterest board to gather
diverse, eye-catching pieces. Add vintage pieces, sports styles and streetwear
looks to cover most audiences. Brands
like Abercrombie & Fitch, Hollister,
Aeropostale and American Eagle all
have a lot of eye candy for embroidery
and appliqué. Multimedia decoration
via screen printing and appliqué also is
popular with such brands.
Take notes on apparel colors, textures
and typography. Modern brands like
Superdry, Ralph Lauren and Jack & Jones
frequently use specialty stitches and appliqué across many styles.
Also, don't forget to get more
creative with your clients in the process.

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