Embroidery Digitizing - The Learning Curve

Think back.  You’re at the embroidery show or in the sales office looking at purchasing your first embroidery machine and software.  You’ve done your homework on the internet checking different software capabilities and machine options.  The sales person is telling you how profitable and easy the embroidery business is and you’re nervous because this is a lot of money and you don’t know much about the industry. Even if you have some experience with the embroidery (in one way or another) you have no idea how to digitize a design.  Sales people will tell you that you can learn as you go, but in the meantime, the easy stuff can be auto-digitized in the software and if you come across something more difficult, there are many places you can send the design out to and get it digitized.

Any of this sounding familiar? Yea, I thought so.  I’ve been there. Not as the sales person or the customer but standing behind you at the show/in the showroom listening to what the sales people are telling potential customers. They don’t want to tell you anything overwhelming and scare you away so they say that it’s a simple thing of taking the art, running it through the software to create a stitch file, loading it into the machine, hooping the garment and selecting the thread colors. Then hit a few buttons and you’re literally “in business”!   I realize they are just doing their job but I’m going to tell you the truth.

The learning curve for running a successful embroidery business is substantial. The learning curve for understanding the process of purchasing quality digitizing is big. The learning curve for mastering digitizing yourself is huge! This is why most embroidery companies purchase their digitizing or hire a digitizer on staff. You have to be pretty big to have an on staff, full time digitizer, so today I’m just going to talk about purchasing your designs.

 Yes, there is a learning curve to purchasing your custom embroidery designs:  Your objective is to get the best quality at the most cost effective price in order to maximize your profit margin. Does that mean, just getting the digitizing as cheap as possible?  The short answer is “NO”.

Whatever your reason for getting into the embroidery business is, you must provide your customers with consistent service and quality they will come back for or, quite simply, they won’t come back, and you won’t have a profit margin to worry about.

Remember, you’re going to pass the digitizing cost along to your customer so this is not a production cost to you. However, if you’re simply buying your digitizing based on the lowest price, you’ll find there ARE hidden costs to you associated with this practice that will compromise your quality and service to your customers. Those include:

1.       Delivery time problems - when you have to have the design either redone or reedited multiple times to get it right pushing your job finish time back

2.       More fees later - Paying another digitizer to fix the design so it’s usable or companies that a-la-carte you to death on edits and second version sizes.

3.       Poor production times – the machine doesn’t sew the jobs efficiently due to poor pathing, unneeded color breaks and trims on the digitizing, driving up production time so much that it actually costs you money to do the job (see also #1)

4.       Customer satisfaction – No matter the machine, if the digitizing isn’t quality, you can’t turn out quality designs you’re proud to put your company’s name on. If you can’t get the job to them when promised, they will lose faith in your abilities. You’re trying to build and retain customers; do you really want to take chances with crummy, slow results?

5.       Poor communication with the digitizer – If you cannot talk to a live person about your design (or communicate with them because of a language barrier or time difference) it’s a waste of your time. I’ve been doing this a very long time, and when the design elements require adjusting for “sew-ability” or your customer requests changes to a design (and this happens all the time), you need to be able to discuss this with the person doing the punching. You can’t do that with a website.

6.       Inconsistent quality – Low/Cut rate digitizing companies have many digitizers on staff. It’s a draw which one will be given your design to work on each time and you can’t speak to them directly so one time the design may be OK and the next horrible. They may be using auto-digitizing softwares that don’t work well, inexperienced digitizers and many times they don’t even sew out the designs they’re creating before sending them on to you. (Caveat: Just because a company says they’ve been in business, digitizing for 20 yrs, does NOT mean that the actual person doing your work has been digitizing for that long).  You DO get what you pay for!
 

I cannot stress enough how important it is to build a relationship with a reputable digitizer who you can talk to directly. One that you can trust to give you reasonable pricing, consistent quality from years of experience, and someone who understands production, pathing and the need to sew out every design for quality before sending it to you.  You need a digitizer who offers personal attention and makes you look good with every job you do for your customers.
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NeedleUp Digitizing is owned and operated by Donna Lehmann, a 20yr veteran of the embroidery/digitizing industry. She can be reached at www.NeedleUp.com, donna@needleup.com or  303-287-6633 for DIGITIZING, consultation and classes M-F.

Branching into the Embroidery Business from other parts of the Industry

I was talking to friend in the promotional business the other day and we were discussing how several of the local promotional products companies in the area have sold their embroidery machines. You see, back about 3 years ago, they decided to take everything in house instead of contracting their embroidery out. Problem was, they didn’t understand or know the embroidery business, they just knew the promotional business. They mistakenly thought that all there was to it was to buy the commercial multi-head machine, plug the designs and shirts into it, hire a machine operator and Voila!

Now, 3 years later, I’m not surprised to hear that they’ve sold the machines and are going back to contracting out their embroidery….in essence, leaving the embroidery to the professionals. If they had asked me (which they did not) I could have saved them 3 years of money and irritation not to mention retaining a few customers they probably lost in the process.

You see, a successful commercial embroidery company is a full time endeavor; just ask anyone who has reached this point. It’s a skill and acquiring the expertise to make it profitable takes much, much more than the funds to buy the machine and hire an operator. Companies that work in related industries have a tendency to say to themselves, “How hard can it be?” because the professional embroiderers and digitizers make it look easy from the outside. Once they “go there”, they realize not only the work involved but the creative skill it takes and the technical knowledge needed and they suddenly get why the cost of a good embroiderer and/or digitizer is what it is.

The companies that are able to add in-house machine embroidery services to their other offerings, and make it work, understand production and are often printers, screen printers and related.

If you’re thinking about adding in-house embroidery to your list of offered services, do your homework, do the math; you might decide that the phone numbers of a good embroiderer and a good digitizer will be more profitable for you than purchasing your own machine…..and when you figure that out, call me! I’ll take very good care of you!
NeedleUp Digitizing LLC – 303-287-6633.

But what does a digitizer actually do?

So you have a design you need for a customers job, and you email it over to the digitizer. A few days later, the stitch file shows up in your inbox. Like magic, right? But what really happens on the digitizers desk to make that happen?

If the design isn't already in digital form, it is scanned in to bring it up in the embroidery software. From this point, companies that use an auto-digitizing software open the file and run it through, giving it some basic parameters and let the software do it's thing.... problem is, this only does a decent job on very elementary designs and there's still a need to edit and work over the resulting design as this type of software feature is not all it's touted to be and if you don't understand the process and it's limitations, you turn out junk.

What I really wanted to tell you is how digitizing is done the right way. Once the logo is in the embroidery softwear, a plan is formulated to digitize the design using a path that includes the least number of trims and color breaks so that it sews efficiently and as quickly as possible. This is called pathing.

The design is then digitized (point by point) by hand, using this path and programming codes are added telling the embroidery machine when to trim, change colors and how much density to use. A number of other commands that relate to fabric and stitching quality, are also added to basically tell the machine what to do, where and when to drop the needle, and move the needle on a mathematical grid of stitching. (There's much, MUCH more, but this is the basic the gist of it)

All these things are the reason why it's important to tell the digitizer what type of fabric the design is intended for, what colors will be used and where and the type of garment(s) it will be applied to.

Once the design is complete, a good digitizer will sew the design out to insure it sews well and registers everywhere...meaning everything lines up correctly. Designs may need to be sewn out several times to insure they sew properly.

Most companies will send you a scan or digital of the design with the stitch file so you can see the logo right away. So into your inbox comes a picture of the completed design to look at and a file in a stitching format that you won't be able to open unless you have embroidery software. This goes to the machine to produce your garments.

With a clearer idea of what you're actually paying the digitizer to do, you can have a better understanding of what it takes to create professional embroidery designs and be able to ask intelligent questions when searching for the right digitizer for you.

When you're searching for professional digitizing, NeedleUp Digitizing would love to help you be successful! Visit our website: http://www.needleup.com for more information on our services and to contact us directly.

Auto-digitizing....Not what it's cracked up to be

You've heard the hype. There are lots of auto-digitizing programs out there....some are integrated as part of the higher end embroidery softwares on the market. Some are connected and work through graphics programs like Corel. None are everything they claim to be.

I guess they have their place in some niches of the embroidery market but let me tell you, in the competitive world of commercial corporate digitizing, they simply don't do the job if you want to play in the "big ball park".

First, in order to even understand and run the software you have to have a decent and basic knowledge of digitizing so that you can make selections to tell the software what to do. If you don't know what the software is asking you, you cannot even set the parameters for it to complete a design. Beyond that the software can only create design files from very crisp vector art with definition and specific areas of color. In today's market, most designs have complicated gradient blends, fades and multiple areas that come together in a way that only a human can digitize using a creative mix of artistic ability and technical knowledge. The software can't think or reason and certainly isn't artistic. They cannot determine a 3D effect of one element passing behind another but over the next, such as a Celtic knot for one example.

Auto-digitizing softwares are only good for very simple designs of basic elements that are 2 dimensional, with no color blends or crossovers, with few outlining capabilities and no text. That leaves out most, if not all, corporate logos.

That leaves us with the text question. If you're expecting to have it digitize the text, forget it. You could use keyboard fonts but half the time, corporate logos have their own text style that needs to be digitized by hand. Most of the time, even if the text is a basic style, a digitizer can make the text sew better digitizing by hand than using keyboard fonts. And true type font converters are pretty bad also....they cannot do the professional job of a good digitizer.

So, if you're thinking of venturing into the digitizing aspect of our industry, understand there are no shortcuts to professional digitizing. There is a large learning curve and the only way to get there is one step at a time, really learn the business, time under your belt and realize it's a full time job all by itself. If you own an embroidery business, and you run the business hands on every day then the digitizing is best left to a commercial digitizer you trust that works well with you and understands production. Build a business relationship with this person, get to know them and they, you. Your time is best utilized running your embroidery business and bringing in the profits.