As consumer trust of brands continues to plummet, shoppers look toward recommendations from friends, family and peers—leading more companies to invest in influencer marketing on social media.
More than just a marketing buzzword, the digital age has allowed businesses of all sizes to partner with trusted online leaders (or “influencers”) to drive a brand message to a dedicated audience—opening the door for smaller brands and budgets.
From fashionistas to hypebeasts to techies, there’s an influencer niche for pretty much every market. Yes, even “kidfluencers” exist.
Brands looking to partner with kidfluencers (influencers under the age of 13) must be extremely cautious. Sometimes known as “spawn con”, there are a lot of ethical debates concerning companies who partner with kids and their behind-the-scenes parents for social media marketing.
Currently, there aren’t any definitive laws protecting insta-famous children and their ad earnings like the Coogan Law does for child actors.
Pro Tip: If you’re looking to start a kids’ streetwear line and want to work with kidfluencers, we recommend reading this article by Adweek for tips on how to ethically engage partnerships.
If you’re not ready to work with the complexities of child influencers, there are plenty of older influencers out there to help spread your brand’s message! Read on for how to build a brand partnership with influencers.
In case you haven’t noticed, funny tees have been extremely popular as of late, with no indication of slowing down. In fact, on Etsy alone, there are over 93,000 results for ‘funny graphic tee’. If you haven’t considered adding the style to your custom apparel offerings, now is definitely the time.
Now, we know what you’re thinking—what exactly makes something funny?Is there a formula you can easily recreate for your own tees?
As it turns out, scientists and philosophers have been pondering several theories behind humor for hundreds of years. While it may not be an exact formula, understanding why people think situations are funny can inspire ideas for your creative new apparel.
To help provide some direction, we narrowed it down to the top three comedy theories. Let’s take a look!
If you’re wondering what halftone printing is though, here is a brief summary. This method is a one-color process that uses a series of dots varying in size or spacing, which combines together to form a gradient of that color. Those gradients then help to form the final image.
The number of halftone dots in the print is measured in LPI ( Lines Per Inch ), which is the number of dots per linear inch. The amount of detail and smoothness of your print will be determined a lot by the LPI.
In the video above, Geno will show you the difference in the results when printing using 35 LPI vs 55 LPI. He’ll also touch on the importance of screen tension, and using the right mesh to get the best results.
When Howard Potter, CEO of Utica, NY-based A&P Master Images, first started his decorated-apparel business, he operated from a 15-foot-by-15-foot room in his house. “In the beginning, I sold apparel mostly from catalogs and ordered samples to show customers only when I needed them,” he says.
As his business grew, he increased his showroom space—from 8 feet on a wall, to an 8-by-10 area, and then to a large 20-by-20 showroom. “We created a better layout and experience for our customers to view products,” Potter says. “But when we didn’t have tons of space to show actual garments, we didn’t let that become a block to stop us from selling.”
Potter focused on a couple of things: showing clients the most popular and effective mid-level and up styles in a variety of colors, plus recommending apparel and decoration unique to each client’s needs. “We want them to know that we aren’t trying to make them look like everyone else,” Potter says.
Many distributors and decorators, who’d like to sell more apparel, need to overcome their fears about selling it (even more so than overcoming their customers’ objections). Luckily, we’re here to help you get past the four most common challenges we’ve heard about.
Do you want to sell more fashion tees, but haven’t had much success getting the right printing results when using them? Are you defaulting to selling basic cotton tees as a result? The problem could be that you’re working against your garment, and not with it. Times have changed and the “one style fits all” approach to screen printing just doesn’t cut it anymore. What works on basic 6.0 oz./ 100% cotton tees doesn’t necessarily work on lightweight fashion fabrics like 3.7 oz triblends or 4.2 oz 100% ringspun cotton. So what’s the difference?
Basic T-shirt Printing vs Fashion T-shirt Printing
Think of the 6.0 oz basic shirt as a really thick paper towel. Because of it’s heavier weight and rough surface, it can absorb a thicker layer of ink. On the other end of spectrum, the 3.7 oz triblend shirt is like a thin tissue that can’t absorb the same amount of ink.
When printing on a 6.0 oz shirt, a coarse mesh like 110 is used to lay down a thick opaque layer of ink. If we looked through a loop and magnified the surface of a basic 6.0 oz cotton tee, the cotton fibers have a rough texture that looks like a bale of hay (see the “Carded Open End Cotton” image on the left). Because of this, it’ll require a thicker layer of ink deposited onto it for you to get a fully opaque print. Otherwise, much of the ink will fall in between the fibers, since there isn’t a smooth, tightly knitted surface for it to be evenly distributed on.
Using this same thick stencil technique wouldn’t be as effective on a 30 singlescombed ringspun cotton shirt, though. Why? The tighter weave(see the “100% Combed & Ringspun” image on the right) allows the ink to easily sit on top of the fabric and be evenly distributed across the surface of the shirt. A thick layer of ink on top of a shirt like this will feel heavy and rough. The ink will rise off of it and defeat the whole purpose of using a softer fabric in the first place.
Why pay extra money for a soft fashion tee if you’re going to apply a thick, sandpaper-like design on it, taking away from its softness? It’s like putting cloth seats in an expensive luxury car. It just doesn’t match the product. Offer your clients decoration techniques that best compliment the garment.
The Right Tee For The Right Job
When your customer wants an opaque bold logo on a fashion tee, go with a 100% cotton ringspun tee. If they’re looking for a vintage look, with distressed artwork or logos, use blended heathered or blended solid tees. These work best because the texture of these fabrics can be blended into the artwork, helping to emphasize that vintage style.
Below is a list of inks, along with how and when the best time to use them is:
For Printing On 100% Combed Ringspun Cotton Fashion Tees:
Regular Plastisol Ink – When using this kind of ink, simply use a higher mesh count like 156 or 195 and add reducer to it, so it’ll to thin out a bit. (Keep in mind once you go over 10%, it will start to affect your ink color)
Plastisol Discharge Ink – Great technique for achieving bright whites that have very little hand, but can be a little chalky when it dries, compared to water-based discharge ink.
Water Based Ink – Good for creating a tone-on-tone print, when using light colored tees and it also has the softest hand of any print technique.
Water Based Discharge Ink – The discharge agent bleaches the dye of the cotton and replaces it with the pigment of the ink. This provides a much softer hand then a traditional plastisol under base on dark garments. Discharge agent only works on cotton though, so the garment will need to be 100% cotton for a fully opaque print.
For Printing On Fashion Tees w/ Blended Heathers or Blended Solid Fabric:
Water-Based Ink – Works well on lighter colors for a washed-out tone-on-tone look. The ink blends in with the heathered coloring of the fabric, which makes it feel like part of the shirt.
Fashion Based Ink – Best way to achieve the same super-soft hand as water-based ink does, but still gives you the ability to use plastisol ink and avoid using water based ink, if you’re not comfortable working with it.
Water-Based Discharge Ink – Great for tri–blends that contain cotton/poly/rayon only. The pigment in the cotton will be affected by the discharge, which produces a very vintage “washed out” look.
Jason is an Account Executive at S&S and has over 20 years of experience in the decorated apparel industry. These days he really enjoys using the knowledge he's gained throughout the years to help other industry professionals succeed.
Whether you design your own graphics for your apparel business or work with a graphic designer, it’s important to stay on top of the trends to make sure your garments remain relevant and are meeting a market need.
Here’s a closer look at seven major graphic design trends for 2019 to help your ideation process:
Have you ever considered how agriculture and fashion are so intrinsically connected? Farmers grow the materials that go into the textiles, and thus they’re the foundation of every fashionable piece you see online or in a store.
Take cotton, for example. Textile manufacturers in the U.S. use an average of 7.6 million bales of cotton each year. As a leading cash crop, it aids in stimulating the American economy and provides significant environmental benefits.
Are you ready to start supporting the local economy and environment? Here’s why you should consider working more with brands who choose material grown in the U.S.
The Impact of U.S. Cotton
Growing the Economy
Of the thousands of cotton growers in America, many are family-owned farms whose rural communities depend on stable farm income. In fact, the crop is responsible for employing over 126,000 people and bringing in more than $120 billion in business revenue for the U.S. annually. Of the total annual yield, more than half is used for apparel!
When it comes to 2019 fashion, streetwear is still king. Brands like Supreme, Stüssy, and even Louis Vuitton, continue to buzz in circles of hype beasts and fashionistas alike. The rise and reign of streetwear is intrinsically tied to social media, with brands like I.AM.GIA proving that overnight success is just one Hadid or Jenner Instagram tag away from blowing up in popularity.
Though breaking into the landscape may seem impossible as a small business, Cherry Los Angeles has shown there’s plenty of room for the small guy to shine in the streetwear scene. While Cherry LA’s re-worked Dickies and bold graphic tees are worthy of praise, their ever-growing success can really be attributed to their bold and brilliant branding. If you’re looking to carve your own path in the streetwear sector, be sure to add Cherry LA to your inspiration board for ideas in creativity.
New to the brand? Don’t worry, we’ll get you up to speed!
Following bankruptcy in the late ‘70s from his first apparel business, The People’s Place, Tommy Hilfiger set out to master not only the creative pulse of fashion, but also the business of commerce. By this time, preppy style had manifested into a class of its own, with aspiring designers opening doors to wealthy clientele left and right. With the style originating from upper-class Ivy League college students on the East Coast, it drew inspiration from popular New England sports like sailing, fencing, golf and polo. Preppy became so much more than a fashion statement, it was (and is) a culture and lifestyle. So, how exactly did Hilfiger go from bankruptcy to iconic, internationally-recognized, “preppy American luxury”?Continue reading “Tommy Hilfiger: America’s Favorite Preppy Brand”→
As the digital age continues to transform the way consumers interact with brands, more brick-and-mortar print shops are adapting to include an online retail presence. It’s a smart play considering the apparel and accessories e-commerce sector is expected to generate over $138.7 billion in revenue by 2022.
The time to take your business online was yesterday. Don’t worry, we’ll walk you through everything you need to know to launch your e-commerce site.