2012 Hot Markets : Printing in a Mobile World
At No. 13 is FASHION ($566B, +2 percent; with $7.3B to print, -8 percent). Print will be on the hanger as Google offers “circular-style” advertising similar to ad inserts in newspapers. Macy’s (+4 percent) will be among the first users of retail l fashion. Multiple pictures and type may be accessed through searches and clicked on for detailed information and purchase. Our medium must counter with prêt-a-porter (ready-to-wear) QR codes and TXT messaging in a P2M sequence that includes push-message follow-ups and transactional capability. The FSI and catalog printers are otherwise passé.
Apparel makers will continue en-vogue as VF Corp. (+23 percent) and followers acquire hot brand names and take them global. Footwear, especially, will be print-intensive in ROP, catalog and in-store marketing. Tony Shin (+56 percent) and Zappos (+40 percent) are on their toes. Designed in U.S.A. in-store and on-product print should be de rigueur.
Marked down is discount fashion with the demise of Syms and others as shoppers prefer big box retailers. TJX (+9 percent) measures tall because it is positioning, with print, as a fashion brands-for-less destination. With many chains cash-strapped, China apparel makers will begin buying, or possessing, blocks of stores. Fashion, overall, will be the second largest demander of periodical and catalog advertising, accounting for 3.7 percent of all print, concentrated in the Northeast, Midwest and West.
ENTERTAINMENT ($888B, +5 percent; with $5.9B to print, +7 percent) raises the curtain at No. 14. Streaming media sales (+24 percent) will kill store/mail rentals (-18 percent) as Ultraviolet (+234 percent) and other startups ultimately replace DVDs. Netflix (+20 percent) will control more than one-third of high-definition online video, just behind YouTube. Video on demand (VOD) will reach 5 billion views per day as HD compression reduces bandwidth to allow robust content traffic. Walt Disney (+7 percent) will again be the biggest print buyer, followed by the National Football League (+8 percent).
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at firstname.lastname@example.org