PPB May 2017

example, if the garment is

a lightweight golf shirt, and

the logo is quite detailed and

includes small text, consider

a digital transfer in lieu of

embroidery. If the logo includes

several colors and the quantity of

the order is relatively small on tee

shirts or sweatshirts, for example,

direct-to-garment printing is

a good choice over traditional

screen printing. If a distributor is

selling a polyester performance

garment, and the client is looking

for a large, colorful design

with unique or “all-over” print

locations, sublimation is a great

option. Distributors should lean

on their relationships with their

suppliers and decorators for

guidance on the best decoration

method for the garment and

fabric selected. These production

partners have likely worked on

many similar projects and can

provide reference points and

examples that will result in the

best possible options for the

project at hand.

What are the challenges in

printing or embroidering

on garment collars and sleeves?

Imprint locations have become

much less “traditional” over

the past several years. Nape of

neck, sleeves, cuffs, collars, and

the lower front of the garment

above the finished hem have

all become far more common

as the promotional market

mirrors apparel looks seen in the

retail sector. When attempting

to decorate in these locations,

it is important to evaluate the

minimum size at which the

decoration can be executed

without compromising quality

(some of these non-traditional

decoration locations are small

spaces). Additionally, distributors

should consult with their

decorator or garment supplier

as to the accessibility of these

locations. For example, garments

with narrow, or form-fitted

sleeves may not allow for enough

access space to adequately

embroider a lower sleeve location.

What should a

distributor look for when

sourcing a good, direct-to-

garment supplier/decorator?

The

fundamental technology for direct-

to-garment, or DTG, printing has

come a long way over the past few

years, and continues to improve

at a rapid pace. When sourcing

a decorator, distributors should

begin by familiarizing themselves

with the equipment used and the

output capacity of the decorator

they are considering.The best

way to further the relationship is

to work carefully and closely with

the decorator on several samples

first.This will set a realistic level

of standards as to what the

distributor can expect froma

quality and output standpoint.

In the grand scheme of apparel

sales, the key is to stay abreast

of new trends and decoration

methods as they become

available. Forging a solid working

relationship with your garment

supplier and/or decorator that’s

grounded in trust and education

will prove invaluable in helping

distributors more knowledgeably

advise their clients.

End buyers assume

distributors are experts on

the tens of thousands of

promotional products they sell

and the applicable decoration

methods for each. Partnering

with suppliers in each product

segment, especially in the

apparel category, will cover an

immeasurable amount of ground

in ensuring sales success. And

who knows—it may be less

intimidating than expected.

Andy Shuman is general manager at supplier Rockland Embroidery, Inc. in Reading, Pennsylvania.

Digital Heat Transfer

Direct-To-Garment

Muted Silkscreen

Imprint locations

have become

much less

“traditional”

over the past

several years.

Nape of neck,

sleeves, cuffs,

collars, and the

lower front of the

garment above

the finished

hemhave all

become far more

common as the

promotional

market mirrors

apparel looks

seen in the

retail sector.

MAY 2017

INNOVATE