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D
ecorated apparel continues
to hold a strong categorical
lead among all promotional
marketing products. (In PPAI’s
most recent industry study,
apparel comprised 32 percent
of all promotional products
sold through distributors.)
With its phenomenal value per
exposure, longevity among end
users and strong profit margins,
promotional apparel is the go-to
product for many programs,
events, corporate outings and
incentive programs.
Why, then, are so many
distributors quick to shy away
from such a successful product
category? The short answer is
that selling decorated apparel
can be confusing, intimidating,
time-consuming and, without
the proper background
knowledge, a real headache.
Developing a blanket list of
answers on the hows, whys and
what ifs of decorated apparel
sales to suit the comprehensive
needs of all distributors is
impossible, because there are so
many variables from sale to sale.
However, knowing a few basic
answers to some of the most
commonly asked questions and
challenges will take you a long
way in your quest for successful
apparel sales and growth within
this huge market segment.
While distributor sales
professionals will run into
unique situations and challenges,
the following questions and
answers should provide a
guideline that will make the sales
process go more smoothly.
1
What types of garment
decoration should I be
offering my clients?
While
embroidery and screen printing
remain the most popular
decorating options for apparel
by far, sublimation, direct-
to-garment printing, heat
transfers and mixed media
(using a combination of any of
these methods) are becoming
extremely popular.
2
What is the difference
between screen printing,
sublimation and transfers?
Screen printing uses Plastisol
or water-based inks that are
pressed through various mesh
gauge screens to create a single
color or multi-color decoration.
Sublimation, on the other hand,
is a chemical reaction that turns
an image, printed on special
sublimation paper called a
transfer sheet, into a gas that is
transferred into the fibers of a
garment using heat and pressure.
It only works on white or light-
colored polyester garments.
Heat transfers, also called
digital transfers, are achieved by
transferring digital or ink-based
images to garments using heat
and pressure.
Eleven Of
The Most
Frequently
Asked
Questions
About
Decorating
Apparel
by
Andy Shuman
Apparel Decorating Guidelines
22
|
MAY 2017
|
INNOVATE