Pocket More Profit With T-shirts

Sponsored by Hanes
Pocket More Profit
With T-shirts
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Sell More Profitable
T-shirts Than Ever
in 2016!
If you’re looking to grow business over the next year, T-shirts are
your best bet. The top product category brings in nearly $3 billion in
revenue. T-shirts are the biggest selling apparel category for 73%
of decorators. Additionally, they make up 13.5% of promotional
product distributors’ revenue.1
2016 is predicted to be the year of the T-shirt by both. Two-thirds
expect increased T-shirt sales; the average predicted sales increase
is 11%. Even better, the majority (89%) believe profit margins will
either remain steady or grow. Thirty percent expect margins to
increase more than any other category.1
Does Size Matter?
It does when it comes to selling T-shirts, according to the 2015 State of the Industry. Distributor size has an
impact on whether or not they sell T-shirts at all. Below are the percentages of distributors at various sizes
who do and do not have any of their business in T-shirts.
$250K
or Less
$250K$1 Million
More
than
$1 Million
70%
30%
86%
14%
87%
13%
Sell T-Shirts
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Does not sell T-Shirts
If they DO
sell T-shirts,
the smaller
distributors
are likely
to have
a greater
percentage of their
business
represented
by them.
25%
20%
17%
$250K
or Less
The potential
for additional
sales in 2016 is
there for small
distributors
to build even
more business
in T-shirts given
the upward
sales trend.
$250K- More than
$1 Million $1 Million
WHO’S WEARING T-SHIRTS?
Almost three billion T-shirts
were sold in the U.S. in 2014
58%
(according to the NPD Group), and just about 90%
of Americans wear one at least once a week.3
More than half
of U.S. consumers
own promotional
T-shirts.2
More women than
men own imprinted
T-shirts in the United
States.1
Consumers know
who gave them their
promotional shirt 2
Midwest
West
Pacific
Northeast
Southeast
95%
93%
90%
88%
81%
70%
of consumers
keep T-shirts
because
they’re useful.
Just over one-third (37%) care that they are attractive.
The Wall Street
Journal reports
on average, each
American owns
about 15 T-shirts,
according to a Cotton
Inc. survey of 6,000
men and women.
Consumers expect
their T-shirts to last
about four years.4
T-shirts generate one quarter
of apparel shops’ revenue.6
Construction workers alone account
for 2 million employees, according to
2015 Occupational Employment Statistics
from the Bureau of Labor Statistics. That’s
a lot of T-shirt sales to outfit the crew!
Runners need
T-shirts – the total
number of running
events in 2014
was 28,000, with
nearly 19 million
finishers.7
According to Staples,
the top T-shirt design trends
of 2015 were creative
typography, oversized prints
and metallic effects. Upsell
bland one-color imprints by
showcasing special printing
techniques that will draw more
attention to a message.
sources: 1Stitches’ 2015 State of the Industry and Wearables 2016 Sales Forecast. 22016 Global Advertising Specialties Impressions Study 3NPD Group
4
The Wall Street Journal, “Finding the Perfect T-shirt” June 4, 2014 5BlueCotton in association with Synovate 2009 survey “T-shirts Are Keepers.”
6
www.statista.com, 2013 7Running USA 2015 State of the Sport: U.S. Race Trends
Rhode Island,
Florida and
South Dakota
sell more T-shirts
than any other
product
category.2
20
$
billion
is spent a year
on T-shirts in the
United States.3
Graphic T-shirt
wearers are
sentimental.
4 5
out
of
Americans
have kept a
cherished tee
for the long term.
Vacation tees are
the most likely
to be kept.5
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Where And
How To Sell
Check out your
client base. Chances
are you cover plenty
of markets with an
appetite for T-shirts.
Here are the hotbeds
and the tips to win
those sales.
48%
34%
26%
Education/
Schools
Sell Like
An Expert
Upsell the Tee. Think
about the product mix.
Let’s say you take 500
orders each year, with an
average of 200 units per
order. Your current mix
probably looks something like this:
What if you were
able to switch 20%
of those basic tees
into more profitable
categories? That’s a
$70,000 improvement
on the same number
of orders and units.
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Top 5 Wearables Markets
Associations/
Clubs
Professional
Services
23%
Nonprofits
20%
Construction
1
Education
While primary and secondary schools need spiritwear, team athletic
wear, class shirts and uniforms, there is also big business in colleges
and universities. A style such as the Hanes® Beefy-T® T-shirt provides
heavyweight comfort and durability for students of all ages. T-shirt
blends such as a 5.2-oz. 50/50 cotton/poly offers high quality at an
affordable price. Add profit by presenting accessories such as caps and tote
bags, perfect for booster club fundraisers.
2
3
Associations/Clubs
Whether it’s an athletic club or a trade association, T-shirts are the
“billboard” of choice. Choose a neon heather color in a performance
tee with wicking and cooling technology to keep all eyes on members
at events. Message tees are ideal for this market, given the need to
create awareness of a message.
Professional Services
Law firms, physician offices, banks, accountants, graphic designers –
the needs of these professional service companies range from trade
shows, special events, sponsorships and team building. Go with styles
like the Hanes® nano-T® T-shirt collection, made of lightweight 4.5-oz.,
100% ringspun cotton with a contemporary fit. Gifting fashionable tees
that fit real people will increase the number of impressions a tee makes. Upsell to
finer tees by estimating the cost per impression of a T-shirt. The better it looks, the
more a recipient will wear it.
4
Nonprofits
Always promoting awareness, nonprofits choose a comfortable screen
print-friendly performance tee. For example, the Hanes® Cool DRI®
T-shirt is a good choice for fundraisers and community/charity races.
More race tees are needed now than ever: Running USA reports the
number of race finishers is growing steadily, from 4.8 million participants
to 18.9 million over the last 13 years. Offer gender-specific styles. Running USA also
shows that women (58%) are more likely than men (42%) to run a 5K.
5
Construction
From builders to roofers, painters and trades such as electrical
and plumbing, there is a need for a comfortable, breathable, tough
tee. Give them a “cadillac” of T-shirts – go for a heavier fabric
weight such as 6.1-oz., reliable with high marks for washability and
long-time wear. Ask your supplier about the lifespan of its T-shirts.
Another important consideration is sun protection for outdoor laborers. Look for
a minimum of 40+ UPF rating.
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How Do You Upsell?
Remember:
› Fit matters. Highlight contemporary fit and lightweight
ring-spun fabrics driven
by a younger consumer.
They look for more fitted, fashion-inspired
apparel commonly
seen in high-end
retail stores. Seek
styles in a wide range
of sizes from extra smalls
to 6XL.
› Present Value. With “Good, Better, Best” choices, you can show
your clients that there are quality
T-shirts at a variety of price points.
The more differentiated your offering, the more pleased your customers are with the end result, and
the more likely they are to keep
coming back.
› Explain Exposure. The number
of impressions (how long a recipient keeps a product multiplied
by how many people they come
in contact with monthly) made
by T-shirts is 2,450 impressions in the U.S. and 2,253
in Canada, according to the
2016 Global Advertising
Specialties Impressions
Study. They are in
the top five product
categories (North
America).
› Go Green. Forty-two percent
of consumers have a more favorable
opinion of an advertiser if the promotional product they receive is environmentally friendly. For example,
Hanes® EcoSmart® tees are made
in part from recycled plastic bottles
and recycled cotton.
› Perfect the Proof. Check the
shirt for color, product style and
in-hand date. Are the PMS colors
accurate? Is the artwork the right
color, size, placement? Are words
spelled correctly? Has your client
signed off on all artwork?
Fraternities/
Sororities
Every event, party and formal gets its
own commemorative garment. This
customer segment is young, fashionconscious and not terribly price sensitive. You can (and should) recommend
higher-end, fashion-forward products
that will differentiate their group from
others on campus. Pocket tees are a
growing trend on college campuses.
Remember, universities seek apparel
that’s responsibly made.
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How Do You Upsell?
Performance Priorities
Highlight the value of performanceenhanced apparel when selling T-shirts.
It’s a great opportunity to upsell. Show
clients that spending a bit more for a
tee that keeps a recipient comfortable
will result in more wear and visibility.
Moisture wicking is the most sought-after performance
property in promo apparel. Here’s how it stacks up to
other high-performing features according to the 2016
Wearables Sales Forecast.
79%
An option such as Hanes® Cool DRI® tee
fits the bill – 100% performance polyester,
4-oz. interlock fabric with moisture wicking
and drying time. A 50+ UPF rating protects
against UV rays.
54%
40%
36%
25%
Moisture
wicking
Antimicrobial
Wrinkle
Stain
Fade
resistance resistance protection
Look for styles that wick moisture to keep the body cool
by adapting to temperature, environment and activity for
maximum comfort.
Co-op Sponsorship
Talk with your clients about co-sponsoring a running
club for local schools. Businesses in each district
can share the cost of special run club T-shirts. Upsell
the idea with sponsored prizes that are earned as
goals are met in the running program.
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Speak Fabric
Increase your stature with clients and open the door to more
profitable sales. There’s an array of fabrications in the world
of T-shirts. Learn to speak “fabric” so that you can make
knowledgable comparisons between brands and contrast
with other competitors’ offerings.
Fabric Terms
› Jersey: A single knit where the face side is visually different from the back side. The most prevalent knit fabric for
T-shirts due to its softness and slight elasticity.
› Interlock: A double knit with a face side and back side
that are the same.
› Rib: A knitted fabric with alternating raised and lowered
rows. Frequently used for trims since the fabric is more elastic than plain knits.
› 100% Cotton: A soft vegetable fiber obtained from the
seed pod of the cotton plant. Cotton has been cultivated
and used to make fabrics for thousands of years. The cotton
fiber is spun into yarn or thread and is used to make naturally soft and breathable textile.
› 100% Synthetic: A man-made fiber created from basic
organic components. Polyester (common name for polyethylene terephthalate or PET) is the most predominant
because of its strength and low moisture absorbency. Other
common synthetics used in textile fabrics are nylon, rayon
and spandex.
› Blend: A mix of the cotton fiber and some type of synthetic fiber. The blend of natural and synthetic fiber will give
the resulting fabric varying properties. The most common is
a “50/50 fabric,” which is 50% cotton and 50% polyester.
Be The Brand
49%
Nearly half (49%) of all clients seek
brand names when purchasing apparel,
according to the Wearables 2016 Sales
Forecast. Consumers want decorated
T-shirts that are the same as what they
see at retail.
Look for high-quality, high-performing, premiumbranded products that create a better experience for the
consumer. These qualities translate to better profits.
Consider the fit of retail fashion. Apparel and brands for
millennials and college students cling closer to the body
and have a very soft hand. Choose a brand that aligns with
youthful fashion, with an edgy and urban appeal.
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› Ringspun Cotton: Created through a process of spinning
that continuously twists and elongates the cotton fibers into
a single strand of yarn. Ringspun process yields a noticeably
softer, stronger and more durable cotton yarn that is primarily
used in premium T-shirts.
› Open-End Cotton: Created through a spinning process that
blows cotton fibers into a rapidly spinning turbine that wraps
the fibers around themselves. Open-end cotton tends to be
more uniform but not as soft or strong as ringspun yarn.
› Yarn Count: The number of “hanks” (840 yards in length)
of yarn required to make up 1 lb. of yarn. The higher the yarn
count, the finer the yarn. For example, a 30/1 (thirty singles)
yarn is finer than a 20/1 (twenty singles) yarn. A pound of 30/1
yarn is 25,200 yards long. A finer yarn typically produces a
tighter stitch density and lighter fabric weight.
› Fabric Weight: Typically measured in oz./yd2 or grams/meter2
(gsm). The most common T-shirt weights range from 4.0-oz. to
6.1-oz. One can convert from ounces per square yard to grams
per square meter by multiplying ounces by a 33.9 factor. You
can divide grams by 33.9 to convert back to ounces.
› Stitch Density: Number of stitches or knit loops per square
inch. Higher stitch densities on T-shirts generally provide a
better platform for decoration.
Anatomy of a Hanes® T-shirt
When you can speak with authority on how a T-shirt is constructed, you are more likely
to win the order.
Back neck display
Shoulder-to-shoulder
tape to hold shape
after washing
Tag-free neck label
for added comfort
Lay-flat collar
Tips
1
Suggest
safety colors
for increased
visibility and/or add
reflective stripes.
2
A lightweight
fine cotton
fashion tee
keeps its soft hand
when you choose
to print with waterbased inks.
3
For a durable
imprint, use
sublimation
on polyester T-shirts,
which dyes the
fabric’s fibers.
High stitch density for
excellent screen-printing
platform
Double-needle
hem for added
durability
4
Consider
unique imprint
locations,
such as the sleeve.
A Good Hand
The hand – how fabric feels – is an important selling point.
• Always present buyers with samples so they can feel the difference between
fabrics. Ringspun yarn makes a T-shirt soft, as the spinning process makes the
yarn thinner, stronger and softer. Compared to cotton, polyester has a smooth, slick
hand. When you blend ringspun cotton with polyester, for example, as Hanes has
done with the Hanes® X-Temp® T-shirt collection, the result is an incredibly soft,
smooth hand.
• Fabric weight can affect softness. Softer fabrics are made by using finer yarns.
Heavyweight fabrics can still produce soft T-shirts. Look for ringspun cotton in
heftier weights, and the garment will just get better and better with age.
• Finer yarns are more expensive, as they are generally ringspun, which takes longer
to spin and uses more cotton. But T-shirts made with ringspun cotton are generally lighter weight, softer and more durable. You can profit more by moving buyers
toward a finer yarn when they’re targeting fashion-minded audiences.
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Color Smart
Over 70 colors to brighten your profit. Catch the trends
in these newest hues.
Clean Mint
Candy Orange
Charisma Coral
Blue Horizon
Lavender
Daffodil Yellow
Pale Pink
Light Blue
Neon Blue Heather
Neon Lemon Heather
Neon Lime Heather
Neon Pink Heather
Neon Orange Heather
Vintage Red
Vintage Orange
Vintage Gold
Vintage Khaki
Vintage Grey
Vintage Black
Vintage Denim
Vintage Blue
Vintage Navy
Coastal Colors
Color experts at Pantone Color Institute™ describe consumer
demand for peaceful hues that relate to nature, such as its
Limpet Stone, Serenity and Rose Quartz, for 2016. Building on
the growing popularity of pastel hues, the new Coastal Color
collection from Hanes reflects a sustained fashion trend that
is driving retail sales and opening new opportunities within the
decorated-apparel market.
The Coastal Color collection offers four new pastel hues –
Clean Mint, Candy Orange, Charisma Coral and Blue Horizon
– combined with four popular existing colors – Lavender, Daffodil Yellow, Pale Pink and Light Blue. The Coastal Color collection, available in select styles such as the Hanes® Beefy-T® and
Hanes® X-Temp® collections, provides a comprehensive offering
to capitalize on coastal-inspired looks fueled at retail.
Neons
Vivid brights are big. Pantone highlights sunny, bold hues like
its Green Flash and Buttercup. Take the direction a step further,
and neons really pop. High-vis hues have been hot since 2013
and continue to shine brightly at retail.
Hanes offers five neon colors (Neon Blue Heather, Neon
Lemon Heather, Neon Lime Heather, Neon Pink Heather, Neon
Orange Heather) in a range of styles fit for fashion. For example,
the performance-enhanced X-Temp® tee keeps active consumers cool while the color is hot. Sell neon for community race/
walks, concerts and other outdoor activities.
Heathers and Garment-Dyed
Shades
Consumers continue to love the “washed” look of heathers that
make a garment feel like a vintage art piece. However, the garment-dye process can result in shade variations from shirt to shirt.
Since the majority of the wholesale channel is group purchases, shade consistency is extremely important. For example,
Hanes® Nano-T® collection features fabric-dyed tees using a
new process that achieves the garment-dyed look and feel while
maintaining color consistency and colorfastness.
This section also includes a classic color palette with vintage
versions of red, orange, gold khaki, grey, black, denim, blue
and navy. Hot markets for the vintage look are millennials and
brands aligned with youth, fashion and natural/edgy living.
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Tees For Good
With the Hanes4Education
program, each time your customers order Hanes® and
Champion® printed shirts, they
can earn a cash rebate for a K-12 school. The
program is an ongoing cash-rebate offer of $0.10
per Hanes® or Champion® printed-apparel item
ordered through screen-print suppliers, with
checks going directly to the K-12 school designated by the customer. This includes shirts for
corporate apparel, team uniforms, community
events, sororities and fraternities – all printed
from suppliers. The program is a great way for
screen-print suppliers and their customers to
support local schools. To learn more, visit
Hanes4Education.com.
Sell In Good Conscience
Hanes is committed to environmental and social responsibility. HanesBrands make more than 80% of the apparel it
sells in the United States in company-owned or controlled
production facilities. In addition, Hanes® T-shirts are made
with lower-impact U.S. cotton in environmentally responsible
production facilities that provide jobs to employees who are
respected, rewarded and encouraged to be socially active in
their communities.
Follow Hanes through the process of making a responsible
T-shirt from farm to production to consumer use to end of life.
Go to http://hanesforgood.com/tshirt-story/.
Quick Facts
HanesBrands
has reduced its
water use by
31%
since 2007.
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Each year,
Hanes® and
Champion®
apparel use
recycled
polyester
fiber generated from the
equivalent of more than
50 million plastic bottles.
HanesBrands gets
an impressive
32%
of its worldwide
energy needs
from renewable
sources.