For the Business of Apparel Decorating
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3 2 | PRINTWEAR D EC E M B E R 20 1 4 Instead, decorators are increasingly turn- ing to sublimation, discharge, and wa- ter-based inks, says Tim Gibson, senior account executive of Next Level Apparel. Simpler designs with one or two colors are also trending as opposed to spot color printing. Combined with these lighter inks, a one- or two-color process holds up better on blended fabrics. When offering these fabrics, Seymour recommends targeting fitness consumers— think CrossFit gyms and yoga studios—as well as collegiate and high school custom- ers. These markets are driven by younger buyers who gravitate toward trendier print techniques and fabrics. While embroidery has always been a ma- jor decorating technique, it's becoming par- ticularly trendy for higher-end garments, Yeung says. The delicate look and person- alized feel of embroidery give a garment a greater perceived value, and as customers seek out better-quality fabrics, it only makes sense to match the piece with an equally so- phisticated decoration. For an updated, trendy embroidery appli- cation, offer monogrammed products, says Heather Brunner Kelly, marketing manager of Charles River Apparel. Similar to blend- ed fabrics, monogramming is taking off among the college crowd and young pro- fessionals. CAPITALIZE ON TRENDS As the market continues to favor trendier styles, this gives decorators an opportuni- ty to better their business, Seymour says. When the market was all about the ba- sic T with a printed graphic, business was driven by price. Decorated ap- parel was simply a commodity. But that's all changed, Seymour says. While the basic T certainly has its place, today's consumers often want their decorated ap- parel to mirror high-end retail products with better-quality fabric, and they're willing to pay the price tag that goes with fashion-forward styling. APPAREL TRENDS PRINTWEAR D EC E M B E R 20 1 4 CAPITALIZE ON TRENDS As the market continues to favor trendier styles, this gives decorators an opportuni ty to better their business, Seymour says. When the market was all about the ba sic T with a printed graphic, business was driven by price. Decorated ap parel was simply a commodity. But that's all changed, Seymour says. While the basic T certainly has its place, today's consumers often want their decorated ap parel to mirror high-end retail products with better-quality fabric, and they're willing to pay the price tag that goes with fashion-forward styling. Right: This cardi- gan wrap features a draped style and soft color—both of which will be popular trends in 2015. (Image cour- tesy Charles River Apparel) Below: Expect feminine details, such as ruffles and animal prints, to reign in the women's mar- ket. (Image courte- sy Boxercraft)