September '19

For the Business of Apparel Decorating

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3 2 P R I N T W E A R S E P T E M B E R 2 0 1 9 Allover printing, like wide-format sublimation or stain imaging, is a decoration alternative that presents a unique- ness factor. Plain and simple, it makes a big statement for those looking to represent a team in a big way. You might be asking yourself, "What in the world is stain im- aging?" It's an eco-friendly, water-based, allover printing alternative that covers seams, collars, and edges of 100% cotton or 50/50 polyester/cotton garments. According to Stain Imaging, it shares characteristics with wash- or dye-like techniques such as a soft hand, integration into the fabric, and a weathered, vintage look. Decorators can add spot decoration techniques like screen printing, heat transfers, or direct-to-garment to stain-imaged shirts. Similar to other dye processes, the stain reacts to the gar- ment color resulting in different tones and colorways. Stain imaging is used to create visual texture through the use of patterns, logos, and images, which adds perceived value to an otherwise basic T. McCauley makes special mention of liquid embroi- dery, heat transfer embossed patches, and collar tag deco- ration, which he says is "differentially an upsell and really sets a team apart." Additionally, specialty inks should also be in the conversation. Silicones are perfect for sports ap- If a customer is looking for something extra unique and different, stain imaging can take a traditional ring-spun shirt and transform it into a statement T that's ready for additional decorating techniques like screen printing, heat transfer, or direct-to-garment printing. (Image courtesy Stain Imaging) Any fanbase feels like they are an extension of the team itself and what better way to be a part of the team than to wear team colors, apparel, and swag. (Image courtesy Sandlot Sports) TEAM UPSELLING UPSELLING THE eSPORTS TAKEOVER R uss Neale of Founder Sport Group says the emerging esports segment isn't one to be ignored in this market. He argues the old cliché of couch-po- tato gamers isn't necessarily true these days. He says, "Hundreds of colleges have added esports to their rosters of varsity team sports, and eAthlete decorated training and gameday gear has become a very real thing." He notes that teams in this sports segment tend to vary in size, from small clubs to larger groups. At the same time, there's rest in knowing smaller initial runs often lead to repeat business, which means even more opportunity for additional items down the road.

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