Buckle Up for a Thrill Ride

Dec 1, 2008

Analysis by Mark L. Venit, MBA, Contributing Writer

Data and charts compiled by Impressions staff

The decorated apparel industry, despite substantial challenges in the U.S. economy, is alive and…well, we could be doing better. Wall Street — and the economy in general — are on a wild roller coaster as the credit crunch continues and decorated apparel is not exempt. While no one can predict the future with certainty, this survey-based analysis suggests we'll be along for the ride, but perhaps on a smaller coaster that doesn't rise as high or plunge as fast as the monster whipsawing the rest of the U.S. economy.

Despite the radical economic change that started in mid-September, the long view afforded by the results of our 2008 Universe Study remains a viable planning tool moving forward. The foreseeable future certainly contains its share of concerns and conundrums. However, based on responses to the Impressions 2008 Decorated Apparel Universe Study, data indicates our industry has maintained a relatively steady course — which is an encouraging indicator that in this troubled economy, decorated apparel may not plunge and soar as fast or as dangerously as some other industries.

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Off the Cuff: Selling to Religious Organizations: Part 1 of 2
In our industry we decorate a massive assortment of items by a broad variety of technologies. Then we distribute what we produce to virtually every economic sector in every nook and cranny of society.
September 14, 2009

How to Apply Foil
Editor’s note: In the following pages, the authors take you step-by-step through the process of adding foil to your T-shirt artwork. First, they detail how to incorporate foil into the workflow of an automatic press. The process differs significantly for printers using a manual press, so the authors also detail how to apply foil when printing with a manual screen printing press.
September 04, 2009

Foil Adds Sparkle and Margin 
While getting started printing with foil will be a trial-and-error process, here are some tips to reduce the learning curve. 
When we get an order at our shop, it’s not uncommon to hear an employee exclaim, “Foiled again!” That’s because as many as 15% of our orders involve some kind of foil printing, making the process somewhat of a specialty for our shop — Forward Printing, Oakland, Calif.
September 03, 2009

Diversifying Your Customer Base  
Learn to evaluate and adjust your mix of clientele for optimum profitability and stability.
While the economic lows that many American markets have been experiencing for the past year are certainly painful, they’re also nothing new. Historically, the tide of business success continually ebbs and flows, with one market experiencing a rush of good fortune while another watches its revenue all but dry up. This cyclical nature of business is precisely why decorators must have a diverse customer base that allows them to weather slowdowns — or even meltdowns — in parts of the economy.
September 02, 2009

Tunes Lead Teen/Tween Trends
Music — bands and celebrity performers — is influencing the graphics, styling and colors that teens and pre-teens want to wear.
If you’re ever wondering how to tap in to the teen and tween (pre-teen) market, the evidence is all around you. The apparel worn on TV, in magazines and on the Internet by rock stars, actors, models and other celebrities is going to give you the greatest clues about what teens want in decorated apparel.
July 31, 2009