October '19

For the Business of Apparel Decorating

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3 2 P R I N T W E A R O C T O B E R 2 0 1 9 3 2 P R I N T W E A R O C T O B E R 2 0 1 9 Pressing Matters HEAT PRESS candlepower products being used for fashion rather than function. A great example of this is economy-priced silver reflective. With this, opportunities exist to swap a logo that a client would normally complete in a basic color to reflective to make the brand stand out. Unique application areas such as cuffs, hoods, and sleeves are always popular with this finish. Patterned heat transfer vinyl has blossomed into a world of its own. With millions of choic- es and color combinations, there are many markets that can be reached. A few popular pat- terns include buffalo plaid, camo, tie-dye, and rainbow effects. Styles such as fades, designer inspired prints, polka dots, and traditional plaids also do well. There truly is not a single market for patterns as there are opportunities everywhere. Additional effects in materials exist, but at a smaller sales. However, that doesn't mean that there aren't niche opportunities for these too. Consider flock (a fuzzy like texture) material for decorating fleece as an alternative to standard vinyl. Try silicone for a rubber-like texture, which does extremely well on performance fabrics for athletics or corporate apparel. Or ex- periment with glow in the dark or chalkboard heat transfer vinyl for seasonal opportunities, childrenswear, or bar/restaurant apparel. With the innovation happening in heat transfer vinyl, there are sure to be many finishes released in the coming year. Stay connected and think strategically about how you may lever- age these products to generate more income on what you are selling today or by building completely new verticals. PW Josh Ellsworth is the VP of sales, dealer channel for Stahls'. He deals in the sales and implementation of heat applied, apparel decorat- ing systems with a core focus on customization. He has experience in mass customization for apparel; production, sales, marketing and business development with a back - ground in social media marketing including videos, blog development, and social networking. He also delivers educational seminars at trade shows around the world and regularly contributes articles to trade publications, like Printwear magazine. Zach Ellsworth is the strategic prod- uct manager for Stahls'. In this role, Zach develops channels and partners for CADCUT (heat transfer vinyl) sales. Zach also deals with business development for the company, catalyzing the adoption of heat printing technology through education, consultation, and connecting the proverbial dots. Top left: Glow in the dark transfers offer an added surprise. Top right: Patterns add pop to a print. Bottom left: Rubber-like textures add interest to even the most basic of designs. Bottom right: Reflective transfers are not only trendy but also practical.

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