p50-52 Screen:Layout 1 15/04/2009 12:06 Page 51
SCREEN PRINTING
pampered prima donnas into shape for a good
run in South Africa 2010, and the double
whammy of the Euro finals and the Olympics
coming to London should make 2012 a bumper
Getting the best from
year.
As more astute commentators than I have
already pointed out, in tough times the best
businesses promote themselves more, not less.
Our industry will not grind to a halt in the same
your textile inks
way the house building industry has.
Moreover, the good news is that the humble T
shirt is not an expensive thing. If someone is
looking for a low-cost promotional tool then my by Fujifilm Sericol Ltd
product should be attractive to them right now.
A recent conversation with John Hawthorne at
Fruit of the Loom seemed to confirm this: in
previous times of economic hardship Fruit have
seen their sales increase as buyers look to T
his year has certainly started by giving all of
us and our businesses a host of difficulties.
Retailers have fallen by the wayside in
optimise value for money and shift their increasingly difficult trading conditions, companies
spending away from more expensive flash trash forced to cut costs are reducing their promotional
towards the budget-friendly world of spend and families cut back on clothing
promotional clothing. expenditure.
But I’m sure that this recession will see its fair So, is it doom and gloom or can we bring some
share of casualties. Anyone who needs to printed light into the marketplace?
borrow money will be in a world of pain, so Try using a different type ink or special effect so
people may be forced to put off investing in any that you can offer your customers something get the best out of inks systems, but also how to
large bits of kit: which is bad news for different. Dry glitter bases offer the brightest meet buyer specifications. Maintaining and
manufacturers of print and embroidery sparkle prints - try mixing glitter colours for gaining screen print business is now likely to
machinery, as well as for anyone with obsolete stunning “bling” effects, involve additional print
machinery they might be looking to upgrade. the limit is your
Similarly, any business that had previously relied imagination! Watch this
decisions in order to make
the necessary choices of
heavily in its overdraft or generous terms of Take a look at different ink
credit from its suppliers might be in for a tough systems such as discharge, space…
ink systems which adhere
to the increasingly tough
time. On top of all of this there will inevitably be or water-based inks, expectations of customers.
a squeeze on prices. experiment with special What can we expect to see in the emerging The major ink makers all
For the basic, run of the mill, 2-colour-print- effects - combine foil, screen print textile ink market this year? have close links to key
onto-a-white-T-shirt sort of work I have to metallics, and high density Environmentally friendly products will be global brands and are
accept that there are enough panicked printers inks to create current launched and re-launched with improved therefore well placed to
out there to drive the price down lower than I “industrial” design effects. printability and keen price structures. advise on conforming
would like it to be. An innovative approach Special effects will develop along the same products, how to avoid
I will have to make pragmatic decisions on a which also meets key environmental lines and pressure on raw rejections caused by
week by week basis about whether I am specifications such as material supply and costs will remain very contamination and to give
prepared to accept those sorts of prices or not. phthalate prints free can high. On the plus side, innovative printing the printer confidence to
The odds are that in June I will not need to, but also help you to gain a can offer effective cost savings to specifiers tackle the most
in November I won’t be able to afford to resist higher price from your who are finding that embroidery, appliqué demanding requirements.
lowering my prices just for the principle of the customer and enable you and other methods of garment decoration In the dark depths of ink
thing. to win work from eat into their profit. development departments,
The good news for me is that we’ve been competitors. Where printshops are experiencing quiet work is going on to
through our cost reduction exercise last year, Time spent experimenting periods it can be the ideal time to work on constantly evolve products
and if the marketplace demands lower prices with special effects can a new sample portfolio, ask for technical which meet increasingly
from its suppliers during 2009 then we’re save you money as well! help from suppliers and explore creativity higher expectations -
reasonably well placed to respond. Many “effect” inks can to the max. whether that be the
Those companies strong enough to survive 2009 produce more than one removal of formaldehyde
will have fewer competitors to worry about in special print – you may find that you will only from discharge systems or improving printability
2010, and at the same time there should be need to stock half a dozen bases instead of 10 or of PVC and phthalate free plastisols.
more work to share between them in that lovely more! Printers can draw upon ink makers’ Demands are mostly driven by restricted
even-numbered year. technical support teams not only to learn how to substance listings (RSLs) which are produced by
And if demand increases and the number of leading brands. It is often a
suppliers decreases, what do you think that very difficult task to meet
might do to prices next year? these without losing some of
Having said that, the companies that do thrive the favourable attributes of
will be the ones who offer their customers the inks; there have to be some
right products, at the right prices and with compromises.
exceptional levels of service. Add to this the increasing
Maybe the loss of a few of the weakest effect of REACH legislation
performing businesses in our overcrowded sector which impacts on raw
might not only be a bloody good thing for their material availability, and the
direct competitors but also for the promotional Ink R&D specialist is under
industry as a whole. pressure!
Contact Fujifilm Sericol Ltd
Tel: 0113 238 1644;
www.tshirtprinters.ltd.uk on 01843 872149;
www.sericol.com
www.printwearandpromotion.co.uk May 2009 | 51 |
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