September '15

For the Business of Apparel Decorating

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Page 44 of 120

LOYAL CUSTOMERS Given all the hoops decorators have to jump through, and the fees and royalties that need to be paid, you may wonder why any- one would want to be licensed for fraternities and sororities. The answer to that question is the size of the market—9 million college students are members of a frater- nity or sorority today, and there are millions more who are alum- ni of a Greek organization. That adds up to a lot of people who want paddles, sweatshirts, shot glasses, and other Greek themed clothing and promotional items. With the advent of licensing, competition has also been re- duced in this market since the cost of pursuing and maintaining a license has caused some shops to discontinue Greek gear. THE GREEK MARKET 38 || P R I N T W E A R S E P T E M B E R 2 0 1 5 Licensing has reduced the amount of competition in the Greek-themed market. (Image courtesy Sheila Burks, After 5 Printing and Graphics and Rhinestone Queen)

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