June '16

For the Business of Apparel Decorating

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2 0 1 6 J U N E P R I N T W E A R || 31 If we answer the first question and figure out the exact Joneses with which your customers are keeping up, I think we will find that we naturally answer the next question about the Joneses we are keep- ing up with as heat-press decorators. So, who are the Joneses with whom your customer is keeping up? If they are a high school student, a college student, an athlete, or a group that outfits them, they are keeping up with the schools that gain national notoriety. And what schools have the most national notoriety? The ones that are being sponsored by companies like Nike, Under Armour, and Adidas. These schools and companies are not only setting the decorating trends for heat printers of athletic wear, but they are also creating additional demand. How many different variations of a sports jersey used to exist? Two. You'd have a jersey style that you wore for home games, and a jersey style that you wore for away games. Now, there are different looks for the big games, whether they are home or away. Some teams sport upwards of five or six different looks each year. We can't forget about the off-the-field apparel to show our support either. The same major retail brands are the Joneses in our space. Walk into any major sporting goods retailer and you'll find that fash- ion extends off the runway and onto the shelves of stores where we buy gear to support our favorite teams. So, what is the current trend that has everyone buying? And more importantly, what are the trends that you as a heat printer can make money off of today? METALLICS By now, you've hopefully noticed the trend of metallic finishes. It's obvious in the women's market, but it's one of the more accepted "bling" finishes in the men's market as well. Metallics are being Allow prominent colors in the shirt to dictate the color of the transfer mate- rial you use. Select- ing a cutout white design offers a cam- ouflage effect while still standing out.

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