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The Single Color of Money

(April 2008) posted on Thu Apr 10, 2008

The profit potential in single-color garment designs is a lot greater than you may realize. This month, Trimingham describes how to add visual impact, extra value, and a higher price tag to your one-color work.


By Tom Trimingham

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Planning for fashion marketing requires an important shift in mentality. It must be genuine and authentic to work with any consistency in sales. Let’s start with what I call the pre-objection stage. Visualize the objections that clients will have to higher costs and deal with the issues before you implement your marketing plan. You won’t be able to predict every objection, because printers and artists tend not to think from the customer’s view.

A printer’s first thought usually is that a one-color print is a one-color print and represents the same amount of production time. Why should it be worth more?

An artist’s view commonly is that the design is just another simple, distressed piece for athletic wear. How could it be worth so much more than another one?

The customer’s viewpoint comes primarily from a financial standpoint: “This is what I budgeted for these shirts.” Or you might hear, “This is what my customers are willing to pay.”

You must educate customers by explaining why the prints are worth more. Demonstrate how the customers can persuade their clients to accept the values and benefits of the new garments. You need to believe in and be excited about the value in the garment to really sell it. Such a situation is very similar to an artist talking to potential buyers about a painting—breaking down the message and explaining how it fits into what other people are buying.

You may wish to address some production details once you’ve shown excitement and comfort in selling trendy fashion prints to clients at a higher price. The details you provide about the production end complement a hands-on approach to selling and can aid you tremendously in the negotiation of value.

Very successful brands that sell high-priced, single-color prints consistently use the following collection of elements to form a foundation: ownership of the garment, high-impact artwork, surprising printing location and technique, and a refusal of limitations. Let’s examine the specifics of each.

 

Ownership of the garment

According to my research, the shirts that maintained a great following at a high price point all featured elements that indicated the garments were original. You can achieve the same results in a variety of ways.


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