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Trade Comment

Promotional Print

Promotional prints have changed significantly over the past decade. In response to this, David Osgar asks: “How can printers react to this changing marketplace?”

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Emily Shirley, General manager, Vista UK & Ireland

A choice to make

The pandemic has changed how people use print. There’s definitely been an acceleration of the uptake of digital marketing through websites and social media.

However, the breadth of possibilities in promotional and marketing products have made them a compelling part of a company’s advertising.

There is definitely a choice to make. You can offer a wide range of categories of promotional and marketing products or go deep into specialised products. The market has lots of space for specialisation and there are many highly innovative print providers out there doing amazing things in highly specialised manners for the more high-end applications.

You can offer a wide range of categories of promotional and marketing products or go deep into specialised products  

 
Alternatively, the possibility to offer a wide range of products across multiple categories is also helpful, allowing customers to browse a wide range of products which they could use, inspiring them in the ways to make use of promotional and marketing print.

While there is an oversaturation of this market in places, specialisation, and the ability to cover a wide range of specific purposes helps avoid that.

I’ve seen some truly spectacular uses of modern digital print which is creating new opportunities for the industry. Not differentiating in a saturated market is where it becomes a problem.

Looking at the trends

John-Paul Burton, Managing director, YES Group


Realistically both the direct-to-garment markets and the Compress UV specialist print marketplace are set to expand significantly.

Having instant access to automated technology allows print-on-demand fulfilment to satisfy print production operators everywhere.

When you can provide customisation, the only limitation is imagination, therefore, you are already onto a winning operation.

When you look at fast fashion, it’s a sophisticated business as across nearly every apparel category you’ll find that consumers only keep clothing items for the length of a season. That’s about half as long as they would have done about ten years ago. The fact is demand for printed and custom garments is at an all-time high.

It's a sophisticated business as across nearly every apparel category you'll find that customers only keep clothing items for the length of a season


The UV printing market extends from simple product decoration to complex additive manufacturing. Its flexibility means reduced waste, less inventory, accelerated workflow, and full colour process printing to a multitude of substrates with variable data imprinting.

The UV models are designed to print anything on just about everything; they are ideal for use with standard materials like cardboard, plastic, wood, glass, and metal, as well as products like USB sticks, smartphone cases or distinct items like guitar cases, water bottles and more.

Their celebrated image quality makes them ideally suited for packaging, giftware, souvenirs, 3D effects, displays, signage, individual parts decoration, prototyping, and industrial marking.

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