Crow added that customers selling printed shirts at restaurants, museums, resorts and similar locations are finding more success if the shirts show their message on a variety of fashion T-shirt options.
Mary Ellen Nichols, MAS, director of marketing communications for Bodek and Rhodes, Philadelphia, also subscribes to the theory that there is room for fashion in this market. "Our younger buyers and style-watchers are demanding fashion, just like they see in the retail stores. There is not only room for fashion, but a place for fashion, and it is a predominant place," she stressed. "Our young buyers now making purchasing decisions were bred on fashion and brand names. They will continue that choice with their promotional wear."
Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.