Screen Printing - August/September 2019 - 4

EDITORIAL INSIGHTS

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SELL THEIR STORY

D

issimilar to other big cities in the US, San Francisco residents rarely
showcase their pedigrees with college alum sweatshirts or flash their wealth
with high-end fashion labels. And tourists tend to be the only ones repping
SF apparel (simply because they didn't realize it would be a high of 60
degrees in the middle of summer and the need for a warm hoodie is real).
Instead, SFers rock where they work. They choose to wear hats, T-shirts,
and sweatshirts adorned with their place of business' logo, proving their
worth in this dog-eat-dog city.
Rather than purchasing a Gucci belt or a Louis Vuitton purse, those who
work for big tech companies or rising startups receive a plethora of gear on
the first day of their new job. When they've worn those pieces out, they head
to their company's e-commerce store to buy even more branded apparel.
The benefits are three-fold. The employee feels a sense of pride,
community, and ownership toward the company to which they're giving
their weekdays (and many weekends). The business gets a walking
billboard (a phrase you'll see throughout this issue). And your shop gets a
new and recurring customer.
Mark Coudray touches on this in his article "Every T-Shirt Tells a Story"
on page 18. "This opportunity centers around the ability to tell the story the
image on the garment represents. Rather than all the attention on complex
imagery and graphics, the emphasis is on the associated story," he says.
And that couldn't be truer for these printed products that simply state the
company's name or logo.
As I walk the streets of San Francisco, the story I'm told is one of
innovation, grit, and success. Although I don't work for a company based
here, I feel a sense of connection as I pass those who are working for (and
outfitted in) apps I often use like Airbnb, LinkedIn, Twitter, Pinterest, and
Uber. Even more so for the startups that are just taking off, spending their
spare cash on moving, personal advertisements. I'm not hesitant to ask the
T-shirt wearer "What's that?" "What's your story?"
Have you seen an increase in brand awareness tied
directly to garment printing? Is your shop gaining
new entrepreneurial prospects? Are your current
clients ordering more hats, bags, and jackets
touting their own emblems? This trend is an
opportunity to encourage existing customers to
rethink how they're telling their brand's story,
both internally and externally.

ADRIENNE PALMER
Editor-in-Chief

4

SCREENPRINTING

EDITORIAL
Adrienne Palmer
Editor-in-Chief
adrienne.palmer@stmediagroup.com
Anya Rao
Associate Editor
anya.rao@stmediagroup.com
Steve Duccilli
Contributing Editor
Kelly Farrar
Art Director
kelly.farrar@stmediagroup.com

SALES
Lou Arneberg
Senior Market Strategist
East and Midwest US, Eastern Canada
lou.arneberg@stmediagroup.com
800-654-5169
Jim Karwowski
Senior Market Strategist
West and South US, Western Canada,
Europe, Asia
jim.karwowski@stmediagroup.com
630-474-4038
Vernita Johnson
Directory and Classified/Account Executive
vernita.johnson@stmediagroup.com
513-263-9313
Kristen Gaddis
Production Coordinator
kristen.gaddis@stmediagroup.com
Murray Kasmenn
President
murray.kasmenn@stmediagroup.com
Christine Baloga
VP Marketing Operations and Customer
Acquisitions
Michael Pence
Director of Technology
Customer Services
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Screen Printing - August/September 2019

Table of Contents for the Digital Edition of Screen Printing - August/September 2019
