Transfer Magic

May 1, 2008

As the lines continue to blend between women's wear and juniors styling, decorators are witnessing mature female customers trend toward more colorful, complex all-over prints. "Women are very into personal expression when it comes to their clothing," says Greg Weeks, vice president of TheMagicTouch USA, Niles, Ill. "The desire for a full-color graphic that may have first been more [prevalent] in the male market is now mirrored in [the] women's [market]."

Weeks explains that any decorator who attended MAGIC in Las Vegas earlier this year saw firsthand the growing popularity of this trend. "About a third of what I saw at MAGIC was dedicated to streetwear," he says. "Everything in that styling of clothing is about bright colors, intricate designs, and uses of foils and appliqués. In fashion, designers are [taking these trends] and carrying [stylish graphics] from the shirt to the belt to the pant."

To accommodate this burgeoning trend, TheMagicTough USA recently introduced a new transfer paper, WoW Professional 7.1, that provides decorators limitless options, Weeks says. "With WoW paper, you're not limited to a certain number of colors or a [specific level of] intricacy with a design," he says. "[You can create a transfer] of anything from a simple graphic to a detailed photo. Not only does this allow smaller decorators to create a line of their own products, but it also allows quick personalization and the ability to incorporate self expression into their clothing." — Susie McManus

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