On the first day of PRINTING United Expo, Oct. 18, Andy Paparozzi, the chief economist for PRINTING United Alliance, took a deep dive into the fall 2023 State of Decorated Apparel Survey results. 

The survey, which is still live, aims to shed light on what’s happening for apparel decorators and their businesses. It asks about everything from the services they offer to if and how they’ve diversified, and their main concerns going into 2024.  

Paparozzi kicked off the session with one major takeaway: More than half of respondents plan to improve profitability in 2024 through diversification – developing new markets, products, and services (adding decoration methods) – and expanding e-commerce capabilities. 

Key Highlights

• T-shirts, hats, and sweatshirts are expected to be the fastest-growing products over the next three years.

• Most desired capital investments include e-commerce capabilities, heat-press equipment, and direct-to-film transfers over the next three years.

• Operating cost inflation moderated but ran ahead of price increases, bumping up the pressure on margins.

Credit: Allee Bruce

He also shared some thoughts from decorators on the lessons they say they’ve learned: 

• “Everything from how many steps a production team member takes to how our sales team captures new business matters.”

• “No matter how well your business is doing or how well it is run, it can turn in an instant.”

• “Do not waste time racing to the bottom when it comes to price shoppers. I tell them we are not a good fit at this time and move on.”

Credit: Allee Bruce

Paparozzi also dove into some numbers worth noting. Of the respondents: 

• 76.9% have diversified beyond apparel decoration – 75.5% of whom entered promotional product printing or embellishment.

• 53.3% expect business conditions to improve in 2024 – not because of a better economy but because they plan to create opportunities via marketing, product mix, and capital investment.

• 50% of respondents plan to invest in capital equipment, hardware, or software in the next 12 months.

• The 31.8% who do not plan to invest either don’t need anything, have economic concerns, or are hesitant about more debt.

In 2024, decorators are looking to: 

• Increase productivity/efficiency (67.4%)

• Increase production speed (60.5%)

• Expand into a new market (44.2%)

Find the full downloadable report coming this fall at printing.org. It not only includes the results from the survey but also has a section dedicated to artificial intelligence and ways decorators can take advantage of it.