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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

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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.

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.

70%

30%

14%

13%

86%

87%

$250Kor Less

$250K- $1 Million

More than

$1 Million

Sell T-Shirts Does not sell T-Shirts

If they DO sell T-shirts, the smaller distributors are likely to have a greater percent-age of their business represented by them.

$250Kor Less

$250K- $1 Million

More than $1 Million

25%

17%20%

Almost three billion T-shirts were sold in the U.S. in 2014 (according to the NPD Group), and just about 90% of Americans wear one at least once a week.3

Rhode Island, Florida and South Dakota sell more T-shirts than any other product category.2

More women than men own imprinted T-shirts in the United States.1

WHO’S WEARING T-SHIRTS?

More than halfof U.S. consumers own promotional T-shirts.2

58%

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

70%Just over one-third (37%) care that they are attractive.

$20 billionis spent a year on T-shirts in the United States.3

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 Group4The Wall Street Journal, “Finding the Perfect T-shirt” June 4, 2014 5BlueCotton in association with Synovate 2009 survey “T-shirts Are Keepers.”6www.statista.com, 2013 7Running USA 2015 State of the Sport: U.S. Race Trends

Graphic T-shirt wearers are sentimental.

4 5Americans have kept a

cherished tee for the long term. Vacation tees are

the most likely to be kept.5

outof

of consumers keep T-shirts because they’re useful.

Runners need T-shirts – the total number of running events in 2014 was 28,000, with nearly 19 million finishers.7

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!

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Consumers know who gave them their promotional shirt 2

95%

93%

90%

88%

81%

Midwest

West

Pacific

Northeast

Southeast

Where And How To SellCheck 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.

Top 5 Wearables Markets48%

34%

26%23%

20%

Education/Schools

Associations/Clubs

Professional Services

Nonprofits Construction

Sell Like An ExpertUpsell 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 some-thing 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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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 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.

3 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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› Fit matters. Highlight con-temporary fit and lightweight ring-spun fabrics driven by a younger consumer. They look for more fit-ted, 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, Bet-ter, Best” choices, you can show your clients that there are quality T-shirts at a variety of price points.The more differentiated your offer-ing, the more pleased your cus-tomers are with the end result, and the more likely they are to keep coming back.

› Explain Exposure. The number of impressions (how long a recipi-ent keeps a product multiplied by how many people they come

in contact with monthly) made by T-shirts is 2,450 impres-

sions 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 promo-tional product they receive is envi-ronmentally 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?

Remember:

Fraternities/ SororitiesEvery event, party and formal gets its own commemorative garment. This customer segment is young, fashion-conscious and not terribly price sensi-tive. 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 PrioritiesHighlight the value of performance-enhanced 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.

Look for styles that wick moisture to keep the body cool by adapting to temperature, environment and activity for maximum comfort.

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.

Moisture wicking

Wrinkle resistance

Stain resistance

Fade protection

Antimicrobial

79%

54%

40%36%

25%

Co-op SponsorshipTalk 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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How Do You Upsell?

Speak FabricIncrease 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.

› Jersey: A single knit where the face side is visually differ-ent 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 elas-tic 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 natu-rally soft and breathable textile.› 100% Synthetic: A man-made fiber created from basic organic components. Polyester (common name for poly-ethylene 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 syn-thetic 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.

› 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.

Fabric Terms

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, premium-branded 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.

Be The Brand

49%

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Anatomy of a Hanes® T-shirtWhen you can speak with authority on how a T-shirt is constructed, you are more likely to win the order.

Double-needle hem for added durability

Tag-free neck label for added comfort

Lay-flat collarShoulder-to-shoulder tape to hold shape after washing

Back neck display

High stitch density for excellent screen-printing platform

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 gener-ally lighter weight, softer and more durable. You can profit more by moving buyers toward a finer yarn when they’re targeting fashion-minded audiences.

A Good Hand

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 water-based inks.

3 For a durable imprint, use sublimation

on polyester T-shirts, which dyes the fabric’s fibers.

4 Consider unique imprint locations,

such as the sleeve.

Tips

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Color SmartOver 70 colors to brighten your profit. Catch the trends in these newest hues.

Coastal ColorsColor 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, Daf-fodil Yellow, Pale Pink and Light Blue. The Coastal Color collec-tion, 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.

NeonsVivid 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 consum-ers cool while the color is hot. Sell neon for community race/walks, concerts and other outdoor activities.

Heathers and Garment-Dyed ShadesConsumers continue to love the “washed” look of heathers that make a garment feel like a vintage art piece. However, the gar-ment-dye process can result in shade variations from shirt to shirt.

Since the majority of the wholesale channel is group pur-chases, 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.

Neon Blue Heather

Neon Lemon Heather

Neon Lime Heather

Neon Pink Heather

Neon Orange Heather

Clean Mint

Candy Orange

Charisma Coral

Blue Horizon

Lavender

Daffodil Yellow

Pale Pink

Light Blue

Vintage Red

Vintage Orange

Vintage Gold

Vintage Khaki

Vintage Grey

Vintage Denim

Vintage Black

Vintage Blue

Vintage Navy

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With the Hanes4Education program, each time your cus-tomers 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 desig-nated 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.

Tees For Good

HanesBrands gets an impressive

32%of its worldwide

energy needs from renewable

sources.

HanesBrands has reduced its water use by

31%since 2007.

Each year, Hanes® and Champion® apparel use recycled polyester

fiber generated from the equivalent of more than 50 million plastic bottles.

Quick Facts

Sell In Good ConscienceHanes is committed to environmental and social responsi-bility. 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/.

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