Impressions - August/September 2022 - 24

Upscale Apparel and Basics Reign
As far as popular apparel styles go, basic tees in softer styles or 50/50 are very common
for races, campouts, swim meets, marathons, etc. But when you get into retail, camping,
biking, hiking, backpacking, river rafting and many other activities, the customers demand
high-quality apparel. Easterling sees a lot of requests for tri-blends, heathers, performancewear
and CVC shirts.
The Kings mostly use the softer styles of basics due to the heat of outdoor activities and
wanting the T-shirts to be breathable. " We see the trend where people want the softer shirts
now because thinner is better cotton material. In the past with the softer shirts, people
thought that they were cheap because they were thinner, but that's no longer the case, "
the Kings say.
" You're able to charge a higher profit margin with upscale basics and people understand
that the cost of apparel has gone up and we have to pass that cost on, " Easterling adds.
" It's been a lot to educate customers about and people do understand that prices are going
up but that doesn't mean they're happy about it. "
Cal does the screen printing as far as logos, names, one-color dates
and the DTG printer will fill in with photographic-quality digital
artwork for events like family reunions, campouts, and other gatherings.
And because it is a mixed media design, Blue Chip can charge
a slightly higher margin. Additional mixed media designs that bring
higher profits include appliqué with DTG or DTF (direct-to-film),
or appliqué with embroidery or sublimation, etc.
Mark Suhadolnik, Textile Applications Specialist, GSG, Dallas, is
a veteran screen printer and industry educator who takes his passion
for off-roading Jeep events and Jeep shows seriously and sees this as a
huge, decorated apparel opportunity. While there's events all over the
nation, local groups he mentions are the Lone Start Jeep Club (lsjc.
org), the Texas Four-Wheel Drive Organization (tx4wd.org,) and Texas
Off-Road (off-road.com). Bantam Jeep Festival is the largest Jeep
event and is held in Butler, Pennsylvania, where the Jeep was invented.
It attracts more than 10,000 Jeep owners.
" There's tons of different groups and a lot of them are Facebook
groups but I do belong to actual clubs that are sanctioned and have
dues and such, " Suhadolnik says. " This gives a huge opportunity for
apparel decorators who may have a passion for Jeeps and want to get
involved. Many events have merch tents selling different designs and
all have an official event T-shirt. "
Social and Local Marketing
Working with city managers and even Chambers of Commerce are
major ways to get the word out about your services to this market.
The Kings belong to several area Chambers including the Black
Chamber of Commerce, finding that the more networking they can
do, the better.
Big Lick Screen Printing has an account with the city to do camp
shirts for kids for the Cop Camp, sponsored by first responders such as
policemen and firemen/EMS, and the local parks and rec department,
regional airport, Sheriff's office, juvenile courts and more. Photo
courtesy of Big Lick Screen Printing, Roanoke, Va.
P.24
IMPRESSIONSMAG.COM AUG./SEPT. 2022

http://www.tx4wd.org http://www.off-road.com http://www.IMPRESSIONSMAG.COM

Impressions - August/September 2022

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