Add towels to the list of full-color, short-run customized products made possible with sublimation.
Over the last several years, sublimation has provided incredible opportunities for digital decorators offering full-color, short-run, customized products. Now, digital decorators can add sublimated towels to their product list.
Towels make an easy extension to the typical sublimator’s inventory and often work as eye-catching samples to attract new jobs. And your customers will like them because they are washable and remain vivid through normal use, including the sand, sun, and fun they are intended for.
Creating Sublimated Towels
Sublimatable towels should have a smooth side made from synthetic fibers. Condé’s DyeTrans towels are made by combining a cotton terry cloth face with a microfiber terry cloth face. The microfiber side, made from a polyester derivative, is receptive to most forms of sublimation including color laser copier and inkjet transfers.
While digital decorators have tried sublimating on colored substrates, the best sublimated results are achieved on white towels, especially when transferring photographs. Without the white towel as a plain background, the photograph’s hues will assume the color of the towel used.
To get vibrant transfers of digital images, you must begin with a good photograph. Don’t forget that photos should be at least 150 dots per inch when printed. Make sure the picture’s contrast will yield good results by adjusting the auto contrast or levels in Photoshop. If you use Corel PhotoPaint, adjust level equalization (version 9) or contrast enhancement (version 10).
For spot-color matching, try a color matching system such as TruMatch or FocolTone. The TruMatch or FocolTone color palettes can be loaded into graphics software such as CorelDraw or Photoshop. Designers can then print the palettes and transfer them to towels. The sublimated charts can be used as references when matching color.
If your towels come out with a ghosted image, which is caused by paper movement during the transfer, mist the transfer with a temporary thermal adhesive spray on the print side. This will temporarily hold the transfer on the towel’s surface.
You don’t need to print full-bleed transfers to make a great towel. Full bleeds may not even be possible, depending on the output size of your printer and heat press platen size. To print on larger towels, try dividing the design into several transfers for multiple pressings.
Although transferring one-piece, full-bleed designs in multiple pressings may be impractical—imperfections are often created as two pressings are joined—you may have success with multiple pressings that are naturally divided by a white background. For example, you could use multiple pressings to transfer a logo, image and slogan onto a larger towel that would not fit onto a smaller heat press. If customers frequently order bigger, full-color bleeds on large towels, consider partnering with another decorator who owns bigger sublimation presses.
Finding a market
Sublimated towels are popular in many niche markets, from the traditional to the unexpected. Don’t be afraid to think beyond expected uses for towels: think of them as terry cloth trophies. Try marketing them as groomsman gifts, safety awards, baby gifts, housewarming gifts, gifts from realtors, religious gifts, pet towels, corporate gifts, and school spirit towels. Always remember to show samples and to market sublimated products, such as mugs and towels, together for maximum value.
Several programs can help you find the right prospects and close sales, such as Unisub’s Sublimation Target Marketing. This program’s modules explain the fundamentals of sublimation and help you focus on a niche market, such as team sports, suggesting which sports could be most lucrative.
The program also lists helpful associations related to the niche, contact information, and Web site links for prospective customers in a region. A generic sales letter and pricing and packaging suggestions are also provided.
Additional niches you can market sublimated towels to include:
Sports. Serious golfers carry golf towels; most golfers will buy two or more a year. Golf towels, like bag tags, are high-demand items that sublimation can turn into high-profit products. Digital decorators can customize towels with a variety of designs including tournament promotions, course photos, club logos, corporate sponsor logos, and course maps.
Towels are in high demand in other sports as well. As with golf, every bowler needs a towel. Find out about events and activities, and drop off some samples at your local bowling alley to target the regular crowd. Towels make great team gifts, for example, when they feature a photo of the team. And don’t forget boating and fishing. A photo of a prized catch on a hand towel is perfect evidence to support that big fish story. Or how about a towel for the next regatta?
Clubs and organizations. Consider promoting towels for fund-raisers and annual events. How about a towel for this year’s local chili cook-off? Also look to summer camps and fraternity and sorority events.
Product Promotion. Try this pitch with product promoters: “Imagine launching your new product with a photo on a hand or bath towel.” A terry cloth advertisement is far more memorable than a typical flier or brochure.
Partnerships. One fast way to achieve healthy sales is to partner with companies already selling to your target customer. For example, contact sports photographers and offer to provide sport towels to their customers at a reasonable price. Or call on local golf, tennis, and bowling pros to place your towels.
Sublimated towels can open new doors for digital decorators, giving them an easy way to wipe out the competition. When quick, customizable imprinted products are requested, sublimation can be a profitable solution. The possible markets are only governed by your imagination.