November '19

For the Business of Apparel Decorating

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2 0 1 9 N O V E M B E R P R I N T W E A R 2 7 Welcome to the PRODUCT HIGHLIGHTS section where each month we offer you resources to enrich and expand your business with great services and products from our advertisers. >>> particular for a southern boutique flair. A lesser used, but growing personalization field is the hashtag. Merchandising changeable hashtags on your sellable items will allow an individual to make a statement or promote a cause. Beyond adding to the price of an item, personalization is also an effective way to move high margin products. In the footwear space, monograms, players numbers, and the like help to make shoes stand out and move off of the shelf. It's often included for free and buried into the cost. With the right heat press and accessories, printing graphics on high margin items is easy. The opportunities are available in many markets including team sports, schools, and retail. Integrated personalization, also known as interchangeable data, as an integrated part of the design is also powerful. It's usually not an optional choice but is a built-in requirement of ordering the item. Even so, this allows for individual expression and can command a higher price. A good example of this was Powerade's Just a Kid From _____ campaign that ran a few years back. The story or tagline was completed by athletes as homage to their hometown roots which created something personal and conversational. Another great ex- ample is a campaign ran by JDRF to raise awareness for Type One Diabetes that allowed someone to complete the sentence "I'm the ____ Type" with a word or phrase and change their Facebook profile pic. The results were an encouraging mix of people with words fo- cused around the lifestyles they continue to lead even with the condition. Personalization can move beyond text. With digital print technology and thoughtful design, a photo can be added to an item or integrated into a design. We often see photo personalization in custom gifting of hard goods for special events to commemorate an individual or a team. When it comes to selling personalization, a live preview helps drive results. If selling in person, consider samples and how you will display the message. Leading with a question or a statement can help the customer imagine their text. For instance, the personalized jersey station for the Miami Heat NBA Swingman City edition, led with the question "What's Your Vice?" to invite the customer to create something beyond their name. If selling on- line, have live customization included in virtual samples. This will help a customer not just imagine their text or photo on an item but see it. Seeing is believing, and belief will help generate more sales. A bit of creativity and messaging can go a long way, in bringing personalization to life for a specific market you'd like to reach. The decorated apparel industry has long been one that allows brands to express themselves. Personalization brings that to life on an individual brand level which is quite an interesting opportunity in the age of the influ- encer that we are in. Go and profit by adding personalization to items you are selling. PW Josh Ellsworth is the VP of sales, dealer channel for Stahls'. He deals in the sales and implementation of heat applied, apparel decorating systems with a core focus on customization. He has experience in mass custom- ization for apparel; production, sales, marketing and business development with a background 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 product 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. 2 0 1 9 N O V E M B E R P R I N T W E A R 2 7

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