When I think of High-End apparel or high-end apparel decoration, I think of high-end as expensive or exclusive.  In today’s economy, one might that this would not be easy to market, but if someone is looking for an exclusive product or something that is totally different, then they will be looking at a high-end product.  Even though there is a lot of talk about how our economy is in such a slump, there are many people that are more than willing to pay for high-end service.

You must convey to the customer why your product or service is so different and why it is so specialized.  Most often this type of customer will be looking for one of a kind items or designs.  I personally am a fan of one of a kind designs.  I do not want to walk around wearing something that someone else may also be wearing.  That goes for the designs on my clothing as well as the selection of my clothing.

I cannot afford to go out and purchase one of a kind designer clothing pieces, but If I can take a basic piece of clothing and make it look like a one of a kind designer piece by having an exclusive design created for it; I have then created that one of a kind high-end look!  By doing this, I have significantly raised the value of my garment as well as the overall perceived value of it.

Here are 6 tips that will help you to market high-end apparel decoration.

1. Show your customer how a one of a kind design created for them will raise the value of their product as well as give them the feeling of wearing designer clothing without that high-end apparel price tag.  This can be done using good quality basic clothing pieces and adding a one of a kind design or an exclusive monogram design.
2. Always market your high-end services by appealing to your  customer’s emotion.  When you are marketing high-end apparel decoration, your customers must be made to feel special and extremely important!
3. Insure your customer that their one of a kind design will be kept exclusive.  You must be careful that the design is not repeated for someone else.  This will defeat the purpose and will ruin your reputation.
4. Offer a service that no one else is willing to offer.  Do you have a sequin device?  Even though the stitch count may be very low for a sequin design, the perceived value is much higher than a normal embroidered design and can command a much higher price.  If you can offer an exclusive sequin design for a basic garment such as down the leg of a pair of jeans or on a jean shirt, you can charge accordingly for your time plus the added perceived value of the one of a kind design.
5. Market to Bride’s and the Bridal party and family.  This is a market that likes to have exclusive designs.  You can create a custom monogram for the new bride and groom that can be used on all of their linens.  you can even create a custom one of a kind design for the bridal veil or the skirt of the wedding gown.
6. Market your services to Performers and Show Groups.  They want one of a kind designs and yet you may be able to give them several garments with the same design bringing in more revenue.  This can even bring in repeat orders of the same design for the same customer if you develop a costume or uniform for the performer or show group.

You can build up a following by word of mouth about your exclusive service of one of a kind designs.  I did this with monograms.  I created exclusive one of a kind monograms for my high-end customers and they were very appreciative of the type of service that I provided.  They brought in their friends.  I kept the designs in folders for that customer’s use only, and no one was ever allowed to see or use that design.  Each and every monogram design was a one of a kind.  I created exclusive full monogram sets to be used for their wardrobes or their home decor and linens.

Of course there is a high-end charge for this service, there are many people that will be more than willing to pay for this exclusive service.

Joyce Jagger
The Embroidery Coach

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Part 3,  the final session of our Design Creation webinars using your existing embroidery fonts and shapes, will be next Tuesday night May 26 at 8pm.  During this webinar I will be working on a college logo using a true type font and we will be doing some review from the previous 2 sessions of this same series of webinars.

I started this design during session 2 in April but the lettering is very small and takes a lot editing.  Learning how to edit is extremely important and is a learned skill that does take a little time to master.  Once you have a good concept of editing and have really developed good editing skills, it is easy to transition into actual digitizing.

We are also going to be going over some details about how to create  your settings for this small lettering to make it sew out beautifully on any type of fabric.  Working with small lettering is always tough when you are new to embroidery and creating it to sew out great takes a lot of practice and skill, but it  can be done very successfully when you know how to use the right tools.

There are many times when  you can do your own custom design setups and create those custom logos instead of having it done by your digitizer.  Should you charge what a digitizer would charge.  Yes, of course you should!  You are spending time creating a design and you should be paid for that time!  There are far too many embroiderers that think that their time is not worth what a digitizers time is worth.  You may not have the same skills that  your digitizer has, but you are still creating their design and you have every right to expect payment for this design creation.

All of the Embroidery Club members from Embroidery Tips and More will be receiving a link to sign up for the webinar on Friday May 22.  This webinar Free to all to Embroidery Tips and More Embroidery Club members.  Anyone that is not a member is still invited to join us for the webinar for a nominal fee.

Joyce Jagger
The Embroidery Coach
Embroidery Webinar of the Month

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