For the Business of Apparel Decorating
Issue link: http://read.uberflip.com/i/865605
2 0 1 7 S E P T E M B E R P R I N T W E A R || 59 Might as Well Jump B Y M I K E C L A R K How to Add Direct-to-Garment Printing to a Screen-Printing Shop I n recent years, direct-to-garment (D2) has emerged as a decoration method that both hobbyist and professional-level decorators have gravitated towards for a variety of reasons. Be it the spatial flexibility, short- order capability, or faster setup time, vari- ous businesses now offer direct-to-garment as their sole service, while others have added it as an option alongside other classic deco- ration methods. For screen printers consid- ering adding D2 services to their shop, the transition is feasible, so long as that shop owner is aware of the considerations. THE MAIN DIFFERENCES Before any cost analysis is performed, screen printers should be aware of the primary dif- ferences between screen printing and D2. Hence the name, images for D2 are digitally printed, rather than burned onto a screen. "There is a lot less manual work because of this," explains Deana Leela- chat, AnaJet. "There are also no limitations on the amount of colors you can print." Matthew Rhome, Epson, ex- plains that despite the less ana- log design of direct-to-garment, printers should know that there are still differences in how the cost structure breaks down be- tween screen printing and D2. "Although you don't have the artwork, screen preparation, and press setup needs like you do with screen printing," Rhome explains, "Your per-print price is more because labor-wise it costs more, and ink costs more (for D2)." However, Sharon Donovich, Kornit, con- tends that while screen printing is most cost effective for long-run jobs, D2 provides an efficient option for short-to-medium run jobs. "No matter if you are printing one unit or 144 units, there is no pre-press preparation, so the cost is fixed," Donovich states. D2's flexibility also allows decorators to explore customization options like names and numbers on team sportswear or family reunion T-shirts, explains Leelachat. Do- novich echoes this point, saying decorators who want to dive deeper into customized orders through online stores can take full advantage of the no-minimum order model of D2. Substrate is arguably a bigger consider- ation for D2 and as of now presents more limitations. "Traditionally, direct-to-gar- ment has been 100 percent cotton for best results," explains Jerid Hill, BelQuette. "The technology is changing and getting better, but screen printing is more versatile on various fabrics." CRUNCHING THE NUMBERS Regardless of a shop's goals, you need to crunch the numbers, Donovich contends. "Analyze the orders, the typical or average run length, the total quantity of orders per day, the current expenses, and profit. Once the numbers are clear, it is easy to under- stand what is needed." Next, a shop needs to decide in what kind of capacity it wants to offer D2. If it's more of a one-off service, shops can stick with a smaller printer, but if they're interested in offering larger quantities like screen-print- ing services, they'll need to consider indus- trial-size machines, says Leelachat. To help decide what's right for a partic- 2 0 1 7 S E P T E M B E R P R I N T W E A R || 59 ferences between screen printing and D2. Hence the name, images for D2 are digitally printed, rather than burned onto a screen. "There is a lot less manual work because of this," explains Deana Leela- chat, AnaJet. "There are also no limitations on the amount - - log design of direct-to-garment, printers should know that there are still differences in how the cost structure breaks down be- tween screen printing and D2. "Although you don't have the artwork, screen preparation, and press setup needs like you do with screen printing," Rhome explains, "Your per-print price is more because labor-wise it costs more, and However, Sharon Donovich, Kornit, con- tends that while screen printing is most cost effective for long-run jobs, D2 provides an efficient option for short-to-medium run To help decide what's right for a partic The modern apparel deco- rator can consider direct- to-garment as another way to stay competitive in an evolving industry (Im- age courtesy Epson).