| The T-Shirt Printing industry is heavily competitive, | | | | impact of marketing campaigns. |
| with many major players competing on price alone, | | | | David commented: "By offering a same day t-shirt |
| driving down the value of the service on offer and | | | | printing service at a competitive price point, we are |
| making the slower trading seasons even more | | | | able to stand out from the crowd and stick in |
| difficult by being forced to run on narrow profit | | | | peoples' minds as "the" place to go for custom |
| margins. Worse still, many business offer t-shirt | | | | printed t-shirts". |
| printing services as a sideline to compliment their main | | | | Opting for this specialist offering rather than |
| business, usually stationary printing or signmaking, | | | | attempting to please everybody by providing |
| which are generally more profitable lines. This can | | | | "something for everyone", David's business has |
| mean that garment printing jobs are less of a priority | | | | managed to secure a steady stream of new |
| for the businesses concerned, creating a gap in the | | | | customers daily, via the website and from people |
| market for a faster service. | | | | visiting the shop in person. |
| Inky's Printing, the new t-shirt printing shop based in | | | | "The shop is set back from the main High Street, but |
| the centre of Worcester in the West Midlands, | | | | word is spreading quickly because we're offering |
| concentrates on only providing a first class express | | | | something different. It's early days yet but the |
| garment printing service. Owner-operator David | | | | feedback we've had so far has been encouraging" he |
| Thornton felt that offering additional services would | | | | added. |
| dilute the brand focus and therefore reduce the | | | | |