Opportunities in Apparel
The following article was originally published by Wide-format Impressions. To read more of their content, subscribe to their newsletter, Wide-Format Impressions.
One of the ways enterprising print shops can continue to grow is to find new and innovative applications and processes they can use to supplement their other work. That can mean a larger percentage of the work from current clients, but it can also mean opening up new clients that otherwise wouldn’t have looked twice at the shop in the past.
One of the bigger opportunities right now is in garment printing. Specifically, digital garment printing is exploding, with new technologies and substrates that are expanding the capabilities far beyond just basic signage.
“At present, digital printing still accounts for only a tiny percentage of overall textile printing, so there’s plenty of room for growth,” notes Lily Hunter, Product Manager, Textiles and Consumables, Roland DGA (Booth 601). “We expect demand for digital printing within this market to increase over the next few years, as it’s the best format for short runs, customization and even samplings of garments and accessories.”
“With traditional screen printing processes, each color needed to be laid separately, which was tedious and difficult to do without registration issues,” agrees Matt Davies, National Sales Director, New Business Development, Oki Data Americas (Booth 2233). “The richness, quality and vibrancy of color provided by digital heat-transfer printing are opening up incredible new opportunities never seen before. For example, we are now seeing transfer image color advances such as printing with white toner for transfer onto dark garments, as well as neon toners and inks. There are now super-bright fluorescent colors on transfer media to personalize almost anything from T-shirts and garments, to ceramics and plastics. There is a genuine WOW! factor when a neon image is brought to life under a black light, or a metallic ink is applied to a dark-colored garment such as logoed sweatshirts and outdoor exercise attire.”
Printers who are already doing textile printing are ahead of the game, with, in many cases, the right equipment and expertise already in-house for moving into garments. “PSP’s who have traditionally specialized in delivering printed fabrics for niche markets such as sports apparel or tradeshow exhibit/advertising signage, can target new opportunities from the goods manufacturing sectors — i.e. designer fashion bags, leggings, wallets, belts, upholstery, drapery, blankets, towels and gaming accessories,” says Evan Lyons, Regional Sales Manager for INX International Ink Co. (Booth 1919).
And don’t forget customization. The rise of digital textile printing means that garments no longer have to be conceived of and produced in long runs, or require a trade-off in quality for short runs. One big opportunity that Gerri Rhein, Sales and Marketing, Brown Manufacturing Group, Inc. (Booths 1845 and 3301) believes printers should be paying more attention to is the online component that will allow them to offer truly personal apparel. “Web driven orders are what is driving the growth. Online designs that are readily available and customizable for the end user attract quick orders. Garments for any event, small or large, are what will create growth within the market.”
As you walk the SGIA Expo show floor this year, think about your current customer base, as well as the customers you would love to work with. How could digital garment printing make you more attractive to them? What specific capabilities would you need to successfully win that business? And what vendors, equipment and materials are going to provide the tools you need to get you there?
