Resilience and Readiness for Decorators in a New Global Landscape
How Global Forces Will Define the Next Era of Apparel Decorating
After what could be described as a “rocky” year for the apparel decoration industry in 2025, many are looking forward to 2026 leveling out. However, history shows that small businesses must be ready for anything — good or bad — that affects their operations.
It’s true that implementing specific business plans, setting clear goals, and operating with strong fiscal responsibility sets you up for success. But for apparel decorators, understanding how global trends influence the community can provide clearer direction.
No one has a crystal ball, but those that stay on top of news, follow headlines, and keep up with economic trends will find themselves most prepared when the ball inevitably drops. To clear up some of the haze, a few industry experts with a strong grasp on global events offered their insight to help guide apparel decorators into 2026 and beyond.
Several Years of Global Impacts
Let’s go back in time to the COVID-19 pandemic. Life, retail, and the industry as we knew it upended, and what we have now is a new look to business. “I feel like we still don’t fully understand the impact of COVID, our industry, and the end consumer,” Ross Hunter, COO of Liquid Graphics, says. “A lot of decorators haven’t wrapped their heads around how insanely large a shift the retail market had and the way people [now] buy decorated apparel.”
Malls, big box stores, and even large events like concerts saw major upheaval. Those big, bulk retail print orders aren’t as front and center as they were five to eight years ago.
Fast forward a few years after COVID, and another major impact influencing the industry is merger and acquisition (M&A) activity. Carleen Gray, CEO of GroupeStahl, notes that M&A has altered our industry in a few key areas:
- Consolidation of blanks, decoration, and technology under fewer umbrellas – “We’ve seen distributors, brands, and tech platforms combining. That creates larger ecosystems where a customer can get garments, decoration, and software in one place.”
- More vertically-integrated offerings – “Some players now control multiple stages — from blank production to decoration to fulfillment. That can be powerful for speed and consistency, but it also raises the bar for everyone else.”
- Shifts in vendor relationships and service levels – “When a company is acquired, priorities change: product lines get rationalized, lead times and MOQs may shift, and long-time relationships can feel different. Decorators often feel the impact in ways that don’t make headlines — like customer service, technical support, and stock availability. This is why it’s more critical than ever to have seasoned, experienced staff when dealing with long-term relationships.”
Make the jump to today, and volatility in supply chains and the effects of the tariff uproar of 2025 round out major global influences on apparel decorators. Even game-changing technology like AI is impacting the way the industry does business.
“We’ll see the tariff impact a long time from now,” Hunter believes. “The uncertainty is driving decisions, but we don’t fully grasp the impacts yet. Any voting period will always have an impact. [However,] AI and robotics are the thing decorators should think about the most.”
An Era of Preparation and Planning
Now that we’ve set the scene, how can decorators fully prepare going into 2026 and beyond? If the industry is still adjusting to all the impacts of the last few years, trying to get on top of things can feel daunting.
Start with exploring what the industry looks like at this moment. Gray points out a few key areas that — if you haven’t started evaluating and changing them already — should be examined:
- Diversify revenue streams
- Invest in flexible technology
- Strengthen your data and processes
- Build strong supplier relationships
“You can’t predict every disruption, but you can build resilience into your business,” she believes. “Resilience isn’t about being the biggest; it’s about being adaptable, informed, and well-connected.”
For Hunter, it’s all about staying in the know. “If you aren’t already prepped for this stuff, you’re behind,” he says of evaluating global influences. “Look in the mirror and figure out how you and your business are disruptive. We place blame on geopolitics, M&A, etc., but there’s always something you can do for your business.”
Those are the areas Gray and Hunter identify as focus points, but they don’t leave decorators wondering how do address them. Gray has a few specifics that she wants decorators to commit to this year:
3 Standout Global Forces to Watch
Carleen Gray, CEO, GroupeStahl
Three global forces stand out to me as being most impactful over the next two to three years:
- Acceleration of automation and digital workflows – Tight labor markets and rising costs are pushing shops to automate wherever they can — art prep, ordering, scheduling, printing, and fulfillment. AI and connected software platforms such as STAHLS’ Fulfill Engine won’t replace decorators, but they will replace inefficient processes and become a competitive divider between those who adopt and those who don’t.
- Continued supply chain volatility and regionalization – I don’t think we’re going back to “just in time” the way it looked pre-2020. Tariffs, geopolitical tensions, freight costs, and weather events continue to introduce uncertainty. I expect more regional production, near-shoring, and reliance on on-demand decoration to manage inventory risk.
- Regulation and transparency around sustainability – We’re already seeing tighter rules on chemicals, packaging, and waste, especially in Europe, and those tend to ripple across the globe. Brands want proof of safer inks, traceable supply chains, and lower-impact production. That directly affects what materials decorators can use and how they produce, store, and ship.
All three are connected: The more complex the regulations and supply chain become, the more decorators will lean on digital tools and on-demand models to stay flexible and profitable.
- Continuing education and skill-building – “Technology, fabrics, and customer expectations change quickly. We need ongoing education — not just at trade shows, but year-round — on decoration methods, business models, and compliance.”
- Shared quality and safety standards – “As regulation increases, it’s better if we lead rather than react. Industry groups and suppliers can work together on best practices for testing, labeling, and responsible manufacturing so decorators aren’t left to figure it out alone.”
- Collaboration over isolation – “The most successful decorators I see are not the most secretive — they’re the most connected. They share knowledge, partner on fulfillment, and lean on trusted vendors for support and innovation.”
- A service mindset – “At the end of the day, we’re helping people and brands tell their stories on apparel and merch. If we stay grounded in service — to our customers, our teams, and our communities — we’re more likely to make good long-term decisions, even when the external environment is uncertain.”
Hunter emphasizes that, while equipment will always play an important role in your shop, it’s more about how owners and operators run the business. “We hyper focus on the craft and not enough on the business side,” believes Hunter. “[Ask yourself], do I have the software, the process, the staff, everything to run it right? Buying a piece of equipment and crossing your fingers that it will work won’t do something for you. DTF isn’t going to fix your business. Pay attention to what the manufacturers are investing in, what the suppliers are investing in. It’s a sign of what you should be doing.”
And yes, that means keeping up on news and headlines, not just in the printing industry specifically, but in the wider global scope. “Read the news: AI is everywhere in every company,” says Hunter. “These things tell us what we need to be doing in our industry. It’s a roadmap. These bigger global topics help us. Know you have to take a risk, you have to invest.”
Despite what may dominantly feel like doom and gloom, Gray points out that these factors don’t spell disaster for the apparel decorating community. “Despite all the disruption, I am very optimistic about where our industry is headed,” she says. “Consumers still love physical products that mean something — a favorite hoodie, a team jersey, a hat that reminds them of a moment. Our job is to keep improving how we create those items: faster, smarter, more sustainably, and with more creativity. If we stay curious, keep investing in better technology and better partnerships, and remember that there are real people wearing what we produce, I think the next three to five years can be some of our best.”
Ross Hunter, COO, Liquid Graphics, on the importance of adapting POD technology and business growth
Your customers are smart. They have wised up to what’s possible. You may be a small shop, but the second the customer realizes they can go online and do the print-on-demand (POD) thing, they’ll stop using you unless you’re able to offer all things. As of five years ago, the beginner players were small but they’ve now cleaned up.
You’re running a business; you’re in it to make money. But if you’re going to complain about making money and not changing with the times, you’ll close your doors in time. Smaller shops have to get out of their own way: invest, think differently, and be open to change. That’s my war cry for 2026 — pushing education and offering education. Please adopt these practices so you can be successful.