February '13

For the Business of Apparel Decorating

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FAN WEAR headwear—including caps, beanies and headbands—are other popular items that offer convenience and weather-shielding capabilities. No matter which direction fans go in terms of style, when addressing this generation-spanning market, remember that teens rarely want to be associated with their "uncool" parents, as Nixon points out. It is best to differentiate adult and teen offerings with trends that are specific to each. Neon details and retail-driven silhouettes are geared toward mall-crawling teens. The younger generations will also often opt for Whether generic or customized, fan wear allows decorators to get creative with their methods. (Image courtesy 82 | Printwear PW_FEB13.indd 82 yoga pants, athletic shorts and T-shirts. Cheering parents and grandparents mostly stick with traditional-cut T-shirts and polos, sources say. Beyond wearables, fan wear presents the opportunity to expand into accessories, hard goods and transfers. Examples of potential offerings include stadium chairs, folding chairs, towels, pop-up tents or sunshades, noise makers, car decals, tattoos and foam fingers. This variety of goods allows stadium-going fans a way to show their hometown pride, and affords decorators the opportunity to build a comprehensive and lucrative program that utilizes multi-media designs to the fullest. Decorated duds Without the proper decoration, fan wear is nothing but color coordinated apparel. Fan wear most typically involves graphics that feature the mascot, sport and, if applicable, the relation to the player or team. For example, a shirt for a soccer team would display "Windsor Wizards Soccer Mom" alongside a mascot holding the ball. If the shirt is intended for a booster club fundraiser or for generic sale, the item can simply include the school or club mascot and team name, such as: Windsor Wizards. Having the generic mascot or team logo available at-the-ready allows decorators to further customize apparel that simply advertises allegiance to particular team to include more personalized attributes. For instance, a T-shirt screen printed with a local team's bulldog logo can easily be customized to add "dad" in a heat-applied graphic on the front with an athlete's name and team number on the back. For moms, an embroidered team polo is instantly feminized February 2013 1/18/13 11:07 AM

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