We have been selling broadcloth for over 50 years. While sales have declined over the years due to a shrinking of the industry, we have maintained many customers over the years. These customers know the colours that we at Nusso Textiles Ltd. carry, which makes re-ordering very simple and effective. Most of our new clients are those that find us on the internet, which presents a unique challenge to sell to these customers. First, it is impossible to properly depict the colours on the web. Even if we were to create the pantone correct colours in PhotoShop, the representation on each and every screen is slightly different. The colour you see on your screen may change even based on the angle you are looking at the screen, let alone from one screen to the next. Second, the broadcloth colours themselves change with each dye lot. There is no way to guarantee that the colour you ordered two years ago will remain the same exact colour now.
So how do we sell braodcloth to new customers? Well, the short answer is that we explain the concerns described above and we reiterate that we can't match colours exactly and that we can only supply general colours where the exact colour doesn't matter too much. Many clients, especially those operating general fabric stores are tremendous partners using this approach to selling broadcloth. Since they are re-selling the fabric to consumers who can see the colour, much of the issues described above are avoided.
I frequently get requests from clients to send pictures of the broadcloth that is in stock so they can choose from those colours. In future, I will direct them to this post in order to explain why that is not effective or representative of what we actually have.
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