Impressions - April/May 2013 - (Page 32)
By Kevin Kelly,
Contributing Writer
A PREPRINT
Part 2
LINE?
You may have established a great concept for your
preprint line, but that’s just the tip of the iceberg.
Heed this advice as you start the selling process.
Editor’s note: In Part 1 of this series
(March 2013), we examined the logistics
and challenges involved in developing a
preprint brand. Part 2 will detail the many
factors that dictate how successful you will
be selling your line.
When showing
your line, be
prepared to
tell your story.
For example, this shirt,
which is offered by
Rubber City Clothing,
Akron, Ohio, is sold to
locals and tourists. It
was inspired by Route
8, a four-lane highway
near Akron.
32
Impressions | April/May 2013
t
here are two critical stages to launching a preprint line. First, you must
have the right idea and get the artwork created. The next challenge is getting orders.
Many factors will dictate how successful
you are at selling your designs. Even with
a fantastic product, you must aggressively
spread the word about it; have an attractive, easy-to-use website that supplies all
information customers will need. Also, you
must have a well-prepared, professional
presentation to pitch to potential buyers.
While your success will be measured,
in part, by the number of shirts you sell,
it also will be determined by the number
of retail outlets you can get to sell your
product. Selling a number of shirts to one
retailer is not the same level of success
as having 10 retailers selling the same
amount as one.
In terms of longevity, your ultimate
goal is to create a recognizable brand. If
your product sells in more locations, it will
get greater exposure. Focus on a greater
variety of locations versus higher sales, at
least in the initial stages.
THE ‘EXCLUSIVE’ TRAP
Selling in as many locations as possible
may become an issue when you have retailers who want exclusivity for their area.
Understandably, retailers benefit from offering merchandise that can’t be bought
anywhere else, and this is something they
may ask for in exchange for giving your unproven merchandise space in their stores.
Before you approach a retailer on your
list of targeted stores, think about how
you will respond to this kind of request.
As you are starting your preprint line,
granting exclusivity precludes you from
impressionsmag.com
http://www.impressionsmag.com
Table of Contents for the Digital Edition of Impressions - April/May 2013
Impressions - April/May 2013
Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Conferences
Game On!
There’s a Cap for That
Should You Start a Preprint Line? Part 2
How to Maximize Your Resources
Setting Up a Mobile Garment Decoration Business
Shop Spotlight
Embroidery Design & Digitizing
Embroidery Production
Screen Printing Graphics & Design
Screen Printing Production
Online Directory
Digital Decorating
Classifieds
Ad Index
Impressions - April/May 2013
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