September '19

For the Business of Apparel Decorating

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3 0 P R I N T W E A R S E P T E M B E R 2 0 1 9 I t's September, and summer is officially over. What does that mean? It's back- to-school season. With the number of different sports that kick back up in the fall and go well into the school year, coupled with the array of team sports garments and accessories, there is not only great opportunity to serve the market but upsell it with products and services. Whether it's practice uniforms, bags, water bottles, or elevated decorating, the opportu- nities for an upsell are abundant. COVER ALL THE BASES Putting team sports under a microscope re- veals a variety of submarkets to take advan- tage of, including: • School-sanctioned teams (elementary through college) • Club sports • Intramural sports • Booster clubs • Student organizations • Athletic departments • Fundraisers • Esports • Camps and scout troops • Charity events Within these markets, shops have the chance to step outside the typical team uniform order and offer additional items that fit the needs of their customer such as practice T-shirts, shorts, sweatpants, warm- ups, bags, hats, jackets, water bottles, blan- kets, headbands, scarves, gloves, etc. And as Marcus Davis, HanesBrands, puts it,"The players aren't the only ones working up a sweat." Team and spirit wear items are great for family members and fans alike. A GAME-CHANGER Where sales really have the chance to open up and take your shop into the black is in the upsell opportunity of those additional products mentioned above, as well as new decoration techniques and methods. Any addition, big or small, could be the game- changer an account needs. Upselling a "practice gear bundle" to any team uniform order is a simple way to gen- erate additional revenue. Items to include are drawstring bags, water bottles, and practice uniforms like a simple decorated T-shirt or pinnie and a pair of shorts to match. Davis adds that any bottom—leg- gings, joggers, sweatpants, or shorts—is a great upsell, simply for the fact that it can double an order. For Adam McCauley, Sandlot Sports, bags are the perfect upsell offering. "A lot of teams and players carry backpacks from sport to sport and adding decoration to a side flap with a team logo, name, and num- ber generates more revenue from a team order." For those looking to go even more outside the box, he suggests car decals, rally towels, custom helmets, banners, and sub- limated sandals and slides. It can also pay off to offer garments specific to women, as well as a diverse collection of brands and styles to fit a variety of teamwear clientele. Knowing your customer and presenting so- lutions that make sense is the key to success- fully selling more. To that same effect, Davis says, groups supporting schools and teams are often interested in sustainably- and re- sponsibly-made apparel. Taking the time to explore garments that use recycled materials could be the perfect upsell opportunity for the right client. Russ Neale, Founder Sport Group, says team-branded outerwear is a great upsell that goes beyond gameday. Fleece,1/4-zips, and rain jackets are the items you find play- Knock it Out of the Park UPSELLING TEAM SPORTS APPAREL AND ACCESSORIES A L E X A N D R I A B R U C E From the field to the stands, and every practice along the way, there is increasing demand for decorated gear. (Image courtesy Badger Sportswear, Founder Sport Group)

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