Every custom T-shirt screen printer, embroidery decorator or heat press decorator knows the feeling of hitting a plateau. Whether it’s sales stagnation, a sub-optimal return-on-investment (ROI) on your current production equipment or simply feeling creatively stuck, getting in a rut of this kind can make it hard to stay inspired.
The good news is the decorated apparel market continues to grow, with an expected valuation in the United States alone of as much as $20 billion by 2033. The bad news? The custom decorated-apparel sector remains as competitive as ever as well, with creativity and innovation continuing to be the name of the game, the same as in years past. Staying stuck too long may very well result in your falling behind as well.
Equipment, Increased Efficiency
When was the last time you evaluated your equipment lineup? If you’re using outdated machinery, it might be time for an upgrade. New technology allows you to improve production speeds, expand your service offerings and reduce waste.
Depending on the kind of custom apparel decorating you specialize in, branching out/embracing other kinds of decorating technologies can also provide your company with an added edge.
Equipment Upgrades to Consider:
- Direct-to-garment (DTG) Printing: Ideal for high-detail, small-batch orders. Full-color, photo-style designs can be easily created for even the smallest batch orders, in stark contrast to screen-printing with its larger production runs.
-
There’s nothing like an automatic screen printing press to boost capacity-assuming it makes sense financially! Photo courtesy of Impressions Expo
Heat Press Direct-to-transfer (DTF) Printing: Ideal for producing durable designs on multiple materials, including polyester and nylon. Commercial quality entry-level heat presses are affordable and easy to operate. Custom DTF transfers can be easily outsourced to any number of different manufacturers, making the barrier to entry to this decorating technique a minimal one.
- Automated Screen Printing Presses, Accessories: Tackle larger orders while maintaining consistency and quality. Possible upgrades can include everything from a new “auto” to automated screen reclamation systems, screen coating machines, higher-grade exposure units and laser-to-screen (LTS) screen printing systems.
Expand Your Custom Decorating Offerings
Variety is the spice of life, and in custom apparel decoration, offering diverse services can be a great way of attracting a wider customer base. Additional services you might want to consider adding to your skillset include:
1) Custom Embroidery
Great for corporate branding, especially, custom embroidery on polos or hats can generate more business clients. While the barrier to entry remains a challenging one, today’s technology is such that mastering the rudiments of the art of embroidery is much less daunting than in years past. This is an area in which outsourcing your embroidery work to a fellow decorator can also make all the sense in the world.
2) Sublimation Printing
A proven but often overlooked decorating technique among newer decorators, especially, sublimation printing allows for vibrant, full-color designs beyond the typical garment, such as mugs, phone cases and tote bags. Ideal for printing on performance polyester apparel, in particular.
3) Non-apparel Custom Merch
With today’s technology, the lines between apparel decoration and custom-decorated hardgoods is becoming increasingly blurred. It’s a simple jump for heat-press decorators, especially to branch out into mug or water bottle decorating (see “Sublimation Printing” above). Drop-ship merch providers represent viable option for those interested in “testing the waters” in this area as well.
4) Eco-Friendly Decorated Apparel
Sustainability is more than a buzzword. With eco-conscious consumers on the rise, offering organic or recycled fabric options can position your brand as socially responsible while attracting new customers.
Rethink Your Social Media/Marketing Strategy
If “marketing” at your company consists of little more than posting sporadic photos on Instagram, it’s time to think bigger. A targeted, multi-channel strategy can work wonders for engaging both existing and new customers.
Marketing Tips to Adopt:
- Invest in Quality Content
Post behind-the-scenes videos of your printing process, tutorials about garment care or how-to guides on pairing custom apparel with complementary accessories. The more you can personalize or “put a face” to your social media content, the better. You may be surprised at the results!
- Leverage Social Goodwill
Don’t underestimate the power of positive reviews. Share testimonials, case studies or photos of happy customers out and about wearing your custom apparel. Don’t be shy about asking your more regular customers for their feedback.
- Host Workshops or Giveaways
Teach the basics of T-shirt screen printing, or run a social contest with custom merch as the prize. Remote or “live” decorating events at bars, parties or local craft fairs can be another great way of generating name recognition—and bringing in additional revenue while you’re at it.
- Paid Advertising
Platforms like Facebook, Instagram and Google Ads offer powerful tools for targeting local businesses, schools or sports teams searching for customized apparel solutions. And don’t forget Impressions magazine!
Network with Fellow Apparel Decorators
Another great way to evolve is by learning from others in the industry. Networking and attending formal classes will not only help you stay up to date on trends, but spark collaboration opportunities and creative inspiration. Ways to network include:
-
Attending Trade Shows—including (of course) Impressions Expo
Industry trade shows offer a wealth of networking and professional development opportunities, like this screen-printing class at Impressions Expo. Photo courtesy of Impressions Expo
Events like the Impressions Expo bring together thousands of professionals in custom apparel decoration. You can gain insights into new trends and tools while connecting with suppliers or fellow decorators or participating in the event’s professionally led educational conference sessions.
-
Participating in Professional Forums and Communities
Join Facebook groups or Reddit threads for screen printing and embroidery professionals. Sharing challenges and solutions with peers can sharpen your skills and broaden your perspective.
-
Attending Virtual Webinars and Industry Panels
Many brands and industry organizations host online events where experts share insider tips on marketing, production techniques, and business expansion. Examples include organizations like Fabric, the National Network of Embroidery Professionals and Shirt Lab.
-
Working with a Professional Coach/Trainer
Newcomers to the decorated apparel industry are lucky in that there are a wealth of highly qualified consultants and coaches out there ready and willing to help you take your company to the next level. Invariably these will be decorators too (as opposed to the detached, somewhat bloodless consultants found more generally in the business world). More often than not, develop a relationship with a top-quality consultant and next thing you know you’ll have found yourself both a peer and a new friend.
Maximize ROI on Existing Decorating Equipment
Not every solution involves shiny new tools. You can also drive growth by optimizing how you use your current equipment. Look for ways to increase profit margins or extend the versatility of your machines.
Tips for Maximizing ROI:
- Measure, Measure and then Measure some More!
If you haven’t already then your company is already long overdue for an in-depth analysis of everything from the number of garments a particular machine can produce per hour to you cost of goods of sold, overhead costs, wastage, you name it. Simply “running the numbers” or taking a fresh look at whatever numbers you already have can be a great way of taking you company’s production processes to the next level. In the words of famed business management pioneer Peter Drucker: “You can’t manage what you don’t measure.”
- Offer Seasonal Promotions
Use existing designs and equipment to create limited-edition seasonal products. Offer discounts on holiday-themed sweatshirts or custom-printed summer tank tops.
- Streamline Workflow, Eliminate Pain Points
Evaluate your production line for inefficiencies. Automating small tasks, like garment sorting or pre-treating shirts for DTG printing, can save hours. Simply talking to your production team and finding out where their pain points are can be another way of making big wins in terms of efficiency and productivity. Create a collaborative environment in which your production people feel valued and heard. Same goes for sales, shipping and receiving, you name it. People by their very nature don’t like wasting time. They want to be productive too!
Take the Next Step Toward Growing your Apparel Business
Getting your custom apparel business out of a rut doesn’t happen overnight, but with the right strategies, growth is inevitable. Whether you’re investing in better equipment, refining your marketing strategy, or expanding your offerings, every small change can lead to a big impact.
If you’re interested in more insights and tools that can help your decorated apparel business thrive, keep exploring strategies with our expert blog series. You’ve got the creative skills, now it’s time to reignite your business by putting them to work!
