Both those looking to add embroidery and the new entries may have already been outsourcing and acting as a distributor and therefore are aware of their market. Established embroiderers As an established embroiderer, you should be considering a new or ‘new to you’ machine when your existing machine can no longer be maintained, you are running more than you can reasonably expect out of existing equipment, or you have identified a type of decoration existing customers already want (or you are certain they can be convinced to buy) that just can’t be done, or done well, with your current machines – whether that’s down to an issue of quality or efficiency. As tempting as it can be to expand simply because you love the craft, any purchases this big must start with an eye towards production and getting paid. Finding ‘fitness’ One of two images come to mind when you hear ‘fitness’: either you imagine a very healthy person running briskly down the path or on a treadmill, or you imagine some Darwinian ‘survival of the fittest’. When it comes to embroidery machines, both are somewhat apt. Rather than think of evolution as a way to throw out undesirable traits, it may be better to think of it as reinforcing positive traits. Ask yourself: “What is it that would let me serve my customers more completely, more efficiently, and provide value that keeps customers coming back?” Recent updates have seen machines becoming better at handling a wider variety of applications as well as offering increased efficiency and ease of use. The advances range from electronically controlled presser feet and automatic, digitally-controlled tensioning that tunes the machine’s operation for thicker and thinner materials and threads, through to more accessible controls, design automation, and slimmer, pickerless cylinder arms to allow even smaller sleeves, pockets and shoes to be stitched. Some machines are particularly well suited towards a type of garment or decoration that makes up a large part of your work; if a machine is especially designed to be stable when stitching caps and you are a headwear master, that machine may be a better fit for your shop. If you run equestrian accessories, such as quilted horse blankets, and a machine you are considering has controls for the presser foot to easily accommodate thick materials, that may be the right fit for your particular offerings and area of specialism. These decoration features are interesting, but as I ran my entire career on machines that had no such adjustments yet managed to stitch a wide range of garments including difficult caps, horse blankets, golf bags, and leather goods, not having these new features will not render you unable to serve your customers. That said, they may open opportunities for new markets or reduce opportunity cost by removing operator time. The only way to know is to have, as already mentioned, a clear understanding of your highest value offerings and costliest operations. If all else is equal, there’s no reason not to get a special feature that can make your products or labour a bit easier to handle, but there are more important measures to take into account. Unless a feature can greatly change the efficiency of your operation, rather than just offer incremental changes to your embroidery execution, it’s not likely to be the top determining factor for your purchase. As with any other part of the decisionmaking process, make sure you are asking the important questions: “What effect will the feature in question make to my bottom line”, or “How can I make use of a specific feature to grow or improve?”. Operating cost and ease of use Where the machines you are considering are largely equal, or standout features aren’t fit enough for a shop to favour them, most embroiderers make price the deciding factor. Although the initial outlay is a critical concern, there’s more to the value of a machine to your shop than its initial price tag. Most prices for comparable machines with comparable features will be fairly similar, and when you can afford several in a range that address your production needs, the initial price is less important than the total cost of learning, operating, maintaining and repairing the machines over time. You might think that this is easy to measure, but this cost depends on more than what the manufacturer or distributor can crate up and send to your door. Seeking support There’s little that says more about your long-term happiness with a machine Novel features crop up each year in embroidery, such as these Barudan tension wheels with new and improved thread guides You need to knowwhat to expect from your machine to justify its purchase, says Erich. Pictured: A Happy Japan embroidery machine from Midwest Some machines are particularly well suited towards a specific type of garment or decoration, says Erich. Pictured: The new SWF cap frame from YES. www.images-magazine.com APRIL 2022 images 83 KB BUSINESS DEVELOPMENT
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