Images_Digital_Edition_February_2020

Retail and fashion looks often experiment with texture, such as here with this triple-split wide satin lettering. Although not many business clients are looking for this kind of look, it may be helpful for executing large script text It’s not just apparel vendors that can get you up to speed on the latest developments; material and thread vendors can give you newweapons for your decoration arsenal too, showing the latest colours and finishes you can apply to your designs. Samples books are generally freely available from vendors at trade shows Every embroidery has a lesson waiting to be learned, even this off-the-shelf patch at a major chain store; the length-limit split satin texture on the elephant’s body brings an interesting hint of organic roughness to the patch what’s coming next. Keeping yourself familiar with your primary catalogues, especially in the apparel segments that matter most to you, is not only advisable but essential to your ability to provide the latest options to your customers. Stay social There’s nothing like polling your potential customers to find out what’s missing from your product range. Whether you take the direct method and dish out polls or simply follow influencers in the niche market or segment to which you sell most, seeking out the tastes of those who best represent your customer base is a great way to stay focused. Search through the feeds that fit your market, find garments that address observed trends from your favourite vendors, and make mock-ups to show the kind of work you do, while soliciting feedback, and act on it. This social loop can help you refine your product offerings and build interest for future sales. Keep your eyes and ears open Trendspotting doesn’t necessarily require us to be fashion experts – after all, your clients might not be looking for top fashion items. That said, the easiest way to stay on top of the trends that are important to your customers is to maintain an attitude of curiosity and be aware of those channels where our customers spend time and attention. Be open to the next thing and don’t be afraid to stretch beyond your boundaries and create sample cases to stoke the creative vision of your clients. I’m always snapping pics of caps. This one features a pre-printed texture on polyester fleece that has been die or laser cut before being appliquéd on the hat. It’s an interesting way to get both dimension and texture www.images-magazine.com FEBRUARY 2020 images 47 KB TIPS & TECHNIQUES Erich Campbell is an award-winning digitiser, embroidery columnist and educator, with more than 20 years’ experience both in production and the management of ecommerce properties. He is the programme manager for the commercial division of BriTon Leap. www.erichcampbell.com Consume widely, create with focus I’ve been doing ‘retail research’ for over a decade. You never know where you may find inspiration. The trick is never to copy or knock-off what you see. Consume widely, then create with focus. Shuffle three or four inspirational pieces together, take the colour hints from one, the texture and materials from another and the placement from a third, and make something new. No matter what you do, always sleep on a design – what you see today, emulate tomorrow. Let it simmer on your mind’s backburner with all of your inspiration and see how it transforms.