Shopping the DTG Scene

Ready to join the inkjet-to-garment chorus? If so, read on for answers to critical questions you should be asking.
Sept 1, 2007

By Don Copeland

Inkjet direct-to-garment (DTG) digital printers have captured the industry's attention with numerous suppliers introducing cutting-edge equipment that can quickly and easily produce some amazing-looking prints. If you've been thinking about taking the plunge, but have questions about how to pick the right printer, here's a guide to getting started on your shopping journey.

"How do I know if DTG printing is right for me?"

Actually, this is an easy question to answer. Whether you're a screen printer, embroiderer, trophy and awards dealer, sign shop or other type of business, the answer depends on this: If you're looking to expand your decorating repertoire with the ability to handle short- to medium-run orders, then DTG technology may be perfect for you. On the other hand, if you are a high-volume contract shop, you have different variables to consider.

For instance, if you have access to a group of people with a similar interest — boat enthusiasts, dog lovers, fair attendees or bike riders at motorcycle shows — then a DTG machine can be an ideal fit. The technology is well-suited to answer high demand for small, custom orders. If you buy the right machine and know what you're doing in terms of artwork and production, you can generate some great margins.

Mass customization seems like an oxymoron, but it's the new frontier in the apparel decoration marketplace, and some smart decorators are capitalizing on the opportunity. For instance, if your shop is primarily an embroidery operation that has been sub-contracting screen printing, then DTG offers independence from relying on an outside source. That can bring peace of mind and reduce the risk of exposing your customer base to a potential competitor.

On the other hand, you may be disappointed if you think a digital printer will enable you to produce large orders more easily and inexpensively than you can with a good crew running an automatic screen printing press. Such unrealistic expectations will result in frustration.

Further, you need a good understanding of graphics programs, or a willingness to learn, so you can feed good artwork to the digital printer and get consistent, professional results. And you must commit to learning a new garment decoration technique.

Finally, the process may not fit your shop if orders are dominated by polyester or high-polyester content apparel, such as athletic jerseys. The inkjet DTG process is currently a cotton or high-cotton content process.

Ready, Set, Shop
Assuming you've crunched the numbers and are ready to hit the market, how do you prepare to shop for a digital printer? First, set a realistic budget that dictates how much you're willing to invest. As you look into financing options such as leases and bank loans, set a goal for a time period in which you'd like to return your initial investment. You also should have a basic understanding of the technology and how it works. Finally, you must have a target market in mind, whether it's your existing customer base or an entirely new one.

Next, determine which type and size of machine to get. Picking the right digital printer requires you to have a good understanding of your business model. Unless you know exactly who you're targeting and what type of garments you'll be printing, you can't make an educated decision. You need to have a projected daily output, as well as a realistic daily maximum you expect to print.

It also helps to do some prioritization. Is speed more important, or is budget a bigger concern? Do you need the printer to output to non-textiles? Is power or ease of use more significant? Does it matter if the printer can handle light shirts and dark shirts? Is power or portability your key interest?

For instance, if your business model requires you to set up shop at fair grounds, you'll obviously want to buy a digital printer that is portable and durable.

The Darks Dilemma
To assess whether you should get a machine with the ability to print on dark garments, consider this: While the cost to print on a typical white or light garment is somewhere between 20 cents and 75 cents, inkjet printing on a dark garment costs a lot more. The process requires pretreatment and a base layer of white ink, which can drive costs up to between $1 and $3 per shirt.

Again, understanding your business model will help you answer this question. If you will specialize in selling Holly Hobby-type designs on pastel and light-colored shirts, then you'll be fine with a printer that only outputs on light garments. If you will be selling T-shirts to rock bands or motorcycle enthusiasts, you'll probably need the ability to print on darks.

Some suppliers sell printers that can be retrofitted with a white ink option later, meaning you can add the capability to print to darks if you need it. Ask suppliers if they offer this option, and if so, how much it costs.

What's What
With the many different machines that are available, it can be confusing to compare and evaluate them to find what's best for your business. For starters, compare apples to apples by evaluating each printer's true cost and speed of output. Have the same image printed at the same size on all of the machines you're considering, and get the exact output cost and speed for that print.

When you see the machine in action, it's ideal to use your own art file that represents the type of work you'll be doing, not an image the supplier has prepared — and, perhaps, tweaked to make the most of his printer's output. As you evaluate each machine, pay particular attention to how easy it is to use; the options it has for different sizes and types of textiles; and, of course, the quality of the printing.

Ask to keep the samples so you can study them closely and compare washability. Does the sample have the desired detail? Do the fades and halftones print well? Are there problem colors? How much editing did it take to make your file print well?

Caveat Emptor
It's also important to evaluate the company's reputation in the industry for quality, customer support and service. Network with other decorators who have already taken the plunge. There are several online forums where decorators from all over the U.S. (and the world) share their experiences.

You will eventually purchase your printer from either a distributor or directly from the manufacturer. Make sure you know whether the distributor or the manufacturer will be your support contact and, again, research other decorators' experiences with the service and support for your machine.

Art Smarts
Just like any output device, a DTG digital printer requires artwork — and the output is only as good as the artwork you input. If you don't already own clip art or have the ability to create artwork with a graphics program, you'll either need to acquire these tools or establish relationships with freelancers who can provide it.

If you have been in the traditional screen printing business, don't think your bag of tips and techniques to tweak artwork for CMYK separations will work when preparing DTG output. There are many subtle and not-so-subtle differences, and it's worth taking a class on preparing artwork for inkjet garment printing. Software vendors and distributors offer classes, there are online courses and you can attend seminars taught by experts at any of the Imprinted Sportswear Shows.

As for your computer, you won't necessarily need a new one, but you do need plenty of RAM (memory), and you must find out if the digital printer is compatible with your system. Microsoft recently introduced Vista, a new Windows operating system. Some suppliers haven't yet made their printing software (RIP, or raster image processor) Vista-compatible, though it's likely just a matter of time before they do.

Finally, it's important to realize that success with DTG digital printing requires setting realistic expectations, and then having the training it takes to achieve those expectations. Although the technology is relatively simple to use, it still requires an investment of time and energy to get the most out of it.

Schedule a training session with the supplier a few weeks after you've had the machine up and running. This way, your questions will be based on real-world experiences, not hypothetical ones. If a trainer is coming to your shop, you might want to clear your production calendar so that you can focus on it without interruptions. If possible, record the training session so that you and your employees can review it later.

So what else should you know before you start shopping to make the right decision? Don't get too bogged down worrying about whether you've researched every nook and cranny of the industry and have picked the absolute perfect machine. If you follow the guidelines set in this article, you will have most likely narrowed your decision down to a finite number of valid options. When push comes to shove, many machines are fairly similar, so it's not likely that you'll make a terrible decision.

Direct-to-garment digital printing is still a relatively new technology. The sooner you get started using it, the better. Don't wait until your competitors gain an insurmountable lead on your business by using the technology and becoming experts at it. Not getting started soon with the technology? Now that would be a bad decision.


Don Copeland has 16 years of industry experience and is the digital products manager for SWF East, Tampa, a company which offers the DTG line of digital direct-to-garment printers. He can be reached at dcopeland@swfeast.com or via Web sites at swfeast.com or dtgamerica.com.

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