May '19

For the Business of Apparel Decorating

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2 6 P R I N T W E A R M A Y 2 0 1 9 HEAT PRESS Pressing Matters J o s h & Z a c h E l l s w o r t h The Fresh Set EXPLORING NEW OPTIONS IN HEAT TRANSFERS W hat's new? It's probably the most asked question that I hear when we exhibit at a trade show. Our customers walk in, the ones who know us best, the ones who saw us at this same location last year and they inevitably ask, "What's new?" The question is so common that our trade show merchandising team has decided to dedicate a portion of our booth to exactly what is new. I'm sure you've seen something similar on any retail apparel website where you can sort by best sellers or what's new. Why the obsession with new? And what if we don't have anything to offer our best and most loyal customers that is new? And don't studies say that people don't actually buy what's new? Let's ask and answer these questions with our heat print decorating business in view. So, what exactly is new in heat printing? The past 12–18 months have seen lots of new products hit the market. And most of those new heat printing things are driven by waves of other new things like apparel items or finishes that are being shown on runways and retail shelves. 2 6 P R I N T W E A R M A Y 2 0 1 9 Hi-vis and reflective transfers are now avail- able in a variety of colors and can be found at both retail and wholesale. (All images courtesy Stahls')

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