June '20

Issue link:

Contents of this Issue


Page 57 of 101

5 4 G R A P H I C S P R O J U N E 2 0 2 0 G R A P H I C S - P R O. C O M A P P A R E L D E C O R A T I N G I t goes without saying that the T-shirt is one of the most widely worn pieces of clothing in the world. While blank T-shirts certainly have a foothold in the basics sector, decorated shirts offer a revenue stream for graphics businesses of all sizes. Whether they are screen printed, embroidered, digitally printed, or embel- lished with a heat transfer, T-shirts present an opportunity for all categories of clients. Shops who already offer decorated apparel are well aware of the benefits these garments can provide, but for graphics professionals who might not yet be in the game, read on to learn about this lucrative market. BENEFITS The T-shirt has been referred to on mul- tiple occasions as the walking billboard. This generally refers to its versatility as an advertising tool, from everything from pop culture to merchandising, as well as local and regional events. A 2018 study (http:// by marketing research firm Credence Research estimated that the printed T-shirt market would cross the $10 billion mark by 2025. With a number like that, it's worth discussing why adding this staple to a shop's offerings is beneficial. "If you're in the promotional products space or a sign shop owner, then you already know how to help your customers get their message out or promote their company or brand," says Jeanene Edwards, Fruit of the Loom and JERZEES Activewear. "Thou- sands of companies utilize T-shirts as a way to spread the word about their company." Rather than looking at a standalone sale, producers can look at a decorated T-shirt as a component of a bigger package or an add- on to an existing transaction. From there, the possibilities are diverse. "Signs, banners, and trophies are great for advertising businesses, events, and achievements, but T-shirts can be great ad- ditions to any shop that specializes in any of these products," explains Marcus Davis, HanesBrands. "T-shirts can be a less ex- pensive option to a customer that is look- ing to promote an event or even their own business." BLENDS AND TRENDS Even for a shop that doesn't sell decorated T-shirts, most graphics professionals have had an experience with the boxy, scratchy designs of yesteryear. Today, the blends pro- vided by T-shirt manufacturers enable pro- ducers to offer their clients an extensive set of choices to fit multiple niches. Davis says that, of all the offerings, cotton shirts have maintained popularity. "Cot- ton remains a popular fabric because it's a natural fiber, soft and breathable, but cot- ton blends are trending at the moment," he explains. "When cotton is combined with other fibers like polyester or rayon, it helps give the cotton an extra soft hand. Shrink- age from washing is minimized due to the Shirts Galore THE HOW AND WHY OF OFFERING T-SHIRTS B Y M I K E C L A R K

Articles in this issue

Links on this page

view archives of GRAPHICS PRO - June '20