p30-52 Whats new edited:p32-54 Whats new edited.qxd 16/12/2008 14:32 Page 46
WHAT’S NEW
RSK TECH
E-commerce – the future of garment decoration
Whilst the retail sector in general has been going conducting a survey of the
through a tough time in recent months, e- decorated apparel market in
commerce continues to buck the trend, and can be the US and its findings
the perfect vehicle to grow your business and find make for very interesting reading. Despite the
new customers. Campbell Cameron, Sales and sense of impending doom that hung over the
Marketing Director with RSK Tech explains why. US economy at the start of the year, apparel generation of
As Charles Dickens once mentioned in passing decorators and promotional consultants direct-to-garment digital printers have resolved
“It was the best of times, it was the worst of responding to the 2008 Impressions Decorated these challenges, but the whole process still
times.” The financial storms of last October spared Apparel Universe Study were largely upbeat and involves a huge amount of communication and
no one and left us all reeling as we were assailed focused on the strategies required to sustain and potential pitfalls in getting the order placed, paid
on all fronts by failing banks, plunging stock grow their companies. for, printed and shipped. Which is where RSK Tech
markets, dearer lending and precarious pension Almost 31% of respondents indicated they comes in.
funds. The inevitable effect has of course been a planned to make major purchases of decorated
massive dent in consumer confidence and a apparel equipment and software in 2008, and e-commerce – a winning strategy
significant downturn in retail sales in most sectors another 11% reported that they had already made RSK Tech has developed RSK NetShirt, a hosted
including clothing. purchases. Whilst purchases of all types of application which is a combined online garment
equipment were up around 100 % on 2005, there design and e-commerce solution that can handle
e-commerce up 15% was a dramatic seven-fold increase in digital all forms of apparel decoration including screen
The good news, however, is that e-commerce printing equipment purchases, with a total of 27% printing, embroidery, heat transfer, sublimation and
continues to show signs of impressive growth (up of respondents indicating they planned to invest in especially direct-to-garment digital printing.
another 15% this year) and the garment the latest technology, compared with only 4% It is, first and foremost, an exciting business
decoration sector has demonstrated that it is, to all three years previously. Only 32% said they had no solution, which can help your company increase
intents and purposes, pretty much recession proof, plans to buy. With graphics software leading the sales and turnover, reduce costs and boost
largely due to its customer base and the nature of pack in terms of software purchases, this is clear profitability. RSK NetShirt empowers your
the markets it serves. evidence of the growing trend towards small print customers to select a garment, choose a logo or
Our American cousins are typically always the runs of custom decorated garments. upload their own designs, add and modify text
front runners in adopting new technologies, and Small fast turnaround custom print runs are of with formatting effects.
this could not be more true of internet usage and course the area in which lower cost near and The quick return on investment can mean that
digital printing technologies. Since the UK tends to offshore suppliers simply can’t compete, and are a RSK NetShirt can have fully recovered all cost
follow fairly closely behind the US in terms of logical growth market to focus on right here on outlays and be making a positive net contribution
technology adoption, whatever is happening in the the customer’s doorstep. They do of course have to your business within a matter of months.
US is typically a fairly accurate bellwether of things their own challenges, most notably the fact that a
to come this side of the Atlantic. large proportion of the orders will involve a single Tel 0800 043 8518
At the end of the first quarter of 2008, article in a specific size, colour and design. From a sales@rsktech.com
Impressions, the US trade magazine, began printing technology perspective, the new www.rsktech.com
SHUGON
From leather briefcases to PU bookmarks, and everything in between
Shugon Bags & Leather Goods Ltd has been between. question the
established in the promotional industry for over For the discerning business woman timing of the
25 years, designing and manufacturing a wide there are fine nappa leather ladies’ launch of
range of bags and leather goods. Our products are purses, red leather laptop our new
manufactured to ISO 9001 quality standard, using briefcases, leather ladies’ evening expanded leather range. But we believe that
only the finest materials and accessories. purses, leather notebooks, companies still have budgets available for
Shugon Bags & Leather Goods are looking leather travel wallets, and many promotional items and corporate gifts – they
forward to further success in 2009. The launch of more. will just be more insightful as to how this is
new innovative products, combined with the For today’s business man we spent, and therefore require a range of
launch of the expanded range of luxurious leather have Italian leather laptop products to be available to them to reflect
products in Autumn of 2008 means exciting briefcases, leather desktop this.
times for us. sets, leather wallets, Our bespoke service is always available for
We feel that we have achieved an leather A4 folders, leather business customers requiring something that bit special, or
extensive range of leather products card holders, to name but a few of in a specific Pantone reference.
that caters for all requirements and the 100+ items that are available in
budgets. The collection ranges from a selection of colours and materials. You can contact us at sales@shugon.com or by
fine leather briefcases to PU We accept that in the current phone on: 01825 872937/4, or fax us on: 01825
bookmarks, and everything in economic climate some may 872902
| 46 | January 2009 www.printwearandpromotion.co.uk
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