Impressions - June/July 2016 - 41

3 Niches You Should Pursue
1. Athletic Organizations
Spiritwear is a prime opportunity to create new
products year after year for mothers and grandmothers to show their pride. Profits don't end
with the players.
2. Corporate Clients
There are more women in the corporate workplace than
ever before. They desire quality products and are
willing to pay premium prices for great service.
3. Non-Profits
Many non-profit volunteers are female. These groups
often order generic, unisex garments that leave
female volunteers feeling frumpy. Offer ladies'
styles on your next sales pitch, along with the
idea that it will show extra appreciation for their
time and efforts.

If you must use a men's
or unisex shirt, use foil
or gold material over a
screen-printed design for
a more feminine look.

tions, paired with designs or decoration techniques that take their
confidence to the next level. If you accomplish this, you will find loyal
female customers who are more likely than their male counterparts
to place new orders every year.

designs, include a filigree detail to add character and interest.
Finally, consider the design's placement on the garment. Does it
hit at flattering points on a woman's body? Using non-traditional
locations is a great way to update a design.

FEMININE DESIGN

FEMALE FRIENDLY DECORATION

WHETHER YOU ARE designing an updated feminine version of a

classic logo or creating something from scratch, critical choices
must be made during artwork design that can add to the overall
quality of your female customer's final product.
The font plays a significant role in the visual impact of a design.
By choosing flowing scripts instead of heavy blocks, you immediately
can add feminine flair to words.
When it comes to layout, adding or subtracting design elements
may help in creating artwork that feels fresh, new and fitting to a
female subsection of your clients. Try playing with the overall size
of a pre-existing design to better suit a woman's body. For simpler

IT'S NO SECRET that many ladies love bling. But don't get stuck
thinking that rhinestones are the only flashy embellishment
they'll prefer. Offer a selection of transfer materials, such as
glitter, metallic, flock, reflective, glow-in-the-dark, holographic,
frost, fashion prints and more. If you have a large, screen-printed
order for a group within a specific niche, suggest adding gold
or silver foil to specific areas of the design to make it flashy.
Product selection also is important. Many apparel decorators
fear women's products will be difficult to print or the customer will complain about poor fit. Limited options may mean you're
repeatedly recommending the same products, or even worse, not
recommending complementing styles.

NEXT STEPS

ALTHOUGH SELLING TO WOMEN poses unique challenges, designers that take the time to thoughtfully address the unique
needs of female clients will reap the rewards year after year. By
offering alternative artwork design and knowledgeable product
selection aimed at making women feel confident, you can grow
your business with your current accounts.
Do your research. Find women of different shapes and sizes, and
ask their opinions. Order samples and ask these women to try them
on. Take notes. Browse last year's customer list and pick one to approach
with a women's-specific product, or take a sample to a female organization you normally would not pursue. These strategies can help
your business stay relevant to women and will ensure more success
than simply selling pink products. 

When designing for
women clients, consider
different T-shirt styles,
such as this V-neck
ladies' shirt.

Keirstin Townsend is the co-founder and operator of The Pittsburgh Shirt Co.
in Pittsburgh. She specializes in shop logistics and order management, with a
passion for improving ladies' apparel sales interactions. For more information
or to contact Keirstin, email keirstin@pghshirtco.com.

JUNE/JULY 2016

P.41

Impressions - June/July 2016

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