How can I ensure functional solutions for my embroidery customers?

Special expertise means a great deal to people who are deeply dedicated to the study of their work or interests. A customer with deep knowledge of tactical equipment wants a tactical shirt, not a black polo. If your customer runs a fly-fishing outfit, they don’t want an everyday tan placket shirt, or even likely a generic fishing shirt or bucket hat for their expedition. They want the one that is most functional or most desirable to their customer, even at higher costs. Having deep knowledge of a niche market allows you to be incredibly specific with the selection you offer and the way you decorate. This means you can offer functional solutions for that effective value and your insider status will add to the perceived value of your product, let alone to your knowledge of the perceived value of the brands and styles a niche prefers.

—ErichCampbell.com