Creative Ways To Distribute T-Shirts For Brand Awareness

The custom t-shirt printing market is expected to grow by 11% per year through 2030, and with online tools to help you print and sell your designs, it’s never been easier to start a t-shirt business. However, before you start selling, it’s important to consider how you will distribute your t-shirts to your buyers.

The placement, or distribution, goal of your t-shirt business is to get your t-shirts to your buyers at the right place, at the right time, at the right price, and in the right quantity. This flow of products is determined by your distribution strategy, which will depend on your target market.

For example, will you be selling your t-shirts out of a storefront, through your own website, at events, through other stores, or through other online sites, such as Amazon? If you are selling a line of t-shirts, will you use a distributor model or sell directly to consumers?

If you decide to sell your t-shirts through your own website, you can easily set up an online store using platforms such as Shopify, Wix, or Squarespace. Alternatively, you can sell your t-shirts on marketplaces and online retailers such as Etsy, eBay, or Amazon.

Choosing a business model

When it comes to choosing a business model for your T-shirt business, there are a few options to consider. Here are some key points to help you make an informed decision:

• Retail vs. eCommerce business model: The traditional retail model involves having a physical store where customers can come and purchase your T-shirts. This option offers customers immediate access to your products and allows them to take their purchases home right away. However, it limits you to a specific location and set business hours. On the other hand, the eCommerce model allows you to reach a wider audience online and gives customers access to your products at any time. You don't need to worry about storing goods if you use dropshipping or print-on-demand services.
• Dropshipping: If having a local printing business is not feasible due to cost or other factors, dropshipping could be a great alternative. It is a simple and inexpensive option that can be run from anywhere in the world. You can connect apps like Modalyst to your online store to easily import products and communicate with suppliers.
• Print-on-Demand (POD) services: This option allows you to focus on designing and promoting your T-shirts while the POD service handles printing and fulfilment. This keeps upfront costs low and minimises risk. There are several POD companies to choose from, such as Printify, which offers no upfront costs, a wide selection of products, worldwide shipping, and 24/7 support.
• Online Marketplaces: You can also choose to sell your T-shirts on online marketplaces such as Etsy, Amazon, or eBay. These platforms typically have lower initial costs and are great for reaching a wider audience. However, they offer fewer customisation options and you have less control over certain aspects of your business.
• Dedicated eCommerce platforms: If you want more customisation and control over your online store, dedicated eCommerce platforms like Shopify or BigCommerce might be a better fit. These platforms offer comprehensive eCommerce features, vast customisation options, and full control over promotions. However, they usually come with subscription and fee expenses, and you will need to focus on marketing your store.
• All-in-one website builders: Options like Wix or Squarespace are beginner-friendly and often include blogging capabilities. However, they have subscription and app fees, and you won't benefit from pre-existing traffic.
• Open-source platforms, CMS, and plugins: If you have technical skills or are willing to learn, you can use open-source platforms like WordPress and WooCommerce or PrestaShop. These options offer full customisation and control, and the annual costs are relatively low compared to dedicated platforms.

When choosing a business model, it's important to consider your target market, budget, and the level of customisation and control you need over your business. Additionally, think about whether you want a physical store or an online presence, as this will impact your distribution strategy.

Distribution strategy

The placement, or distribution, goal of your t-shirt business is to get your products to your buyers at the right place, at the right time, and in the right quantity. Here are some factors to consider when formulating a distribution strategy:

• Target market: Where do they expect to find your shirts, and where are they shopping? Are you selling locally, regionally, or over a larger area?
• Web presence: Having a website is important, if not essential. You can sell your shirts through your own e-commerce store or rely on third-party platforms such as Etsy, Amazon, or eBay. Social media is also crucial, as most people search online when they want to buy.
• Physical store: Depending on your product and market, you may also want to open a physical store location, either as a kiosk in a mall or your own brick-and-mortar store.
• Inventory: Will you be printing on demand or stocking up on certain designs? Printing shirts in advance will require storage space and tie up money in inventory.
• Logistics: Shipping costs will be a part of the logistics of delivering shirts to customers. Take into account shipping or transportation costs, especially if you are selling your shirts directly to consumers or to other stores.
• Partnerships: Local boutique stores that fit your target market may be interested in selling your shirts. You can also form strategic partnerships with non-competing companies in your area to reach a new customer base.
• Events: Depending on your target market, selling your shirts at events or out of a truck can be a viable option. Make sure you have the proper licenses to sell in these settings.

Online Sales Channels

When it comes to online sales channels, you have several options:

• Third-party marketplaces: Etsy, Amazon, and eBay are great for expanding your presence and reaching customers worldwide. These platforms offer lower initial costs but come with less customization, lack of control, and additional marketplace fees.
• Dedicated e-commerce platforms: Shopify and BigCommerce offer comprehensive e-commerce features, vast customization options, and full control over promotions. However, they also come with growing expenses, including subscriptions and fees, and require a strong focus on marketing.
• All-in-one website builders: Wix and Squarespace are beginner-friendly and offer blogging capabilities, but they have limited customization options and require subscription and app fees.
• Open-source platforms and plugins: WordPress and WooCommerce offer full customization and control, with relatively low annual costs for hosting, domain names, and plugins. However, they require technical skills and have a steep learning curve.

Printing methods

Screen Printing

Screen printing, also known as silkscreen printing, is the most popular and oldest form of t-shirt printing. It involves creating a stencil on a mesh screen, which is then pressed onto the t-shirt to transfer the design. This method is known for producing vibrant and textured designs that are compatible with multiple materials such as cotton, polyester, or blends. Screen printing is cost-effective for large orders but may not be suitable for complex designs or a wide range of colours.

Direct-to-Garment (DTG) Printing

DTG printing is a modern technique that uses an inkjet printer to apply the design directly onto the t-shirt fabric. It is ideal for complex designs, photographic images, and small batches as it has minimal setup time. DTG printing works best on natural fabrics like cotton and produces high-quality, full-colour prints. However, it may not be suitable for synthetic or dark fabrics and can be expensive for smaller orders due to the high initial cost of the equipment.

Dye Sublimation Printing

Dye sublimation printing, also known as all-over printing (AOP), is commonly used for synthetic fabrics like polyester. The design is printed onto a special transfer paper and then transferred to the t-shirt using heat and pressure. This method results in bright, sharp images that are embedded in the fabric rather than sitting on top. Dye sublimation printing is long-lasting and can cover the entire shirt, but it is not suitable for cotton or dark-coloured t-shirts.

Heat Transfer Vinyl (HTV) Printing

Heat transfer vinyl printing, also known as iron-on printing, uses vinyl plastic-based sheets that are cut into the desired design. The design is then applied to the t-shirt using heat and pressure. HTV printing is commonly used for lettering on sports jerseys and is ideal for simple graphics. However, it may not be suitable for dark backgrounds or large-scale production as the vinyl can create stiff designs.

Plastisol Transfer Printing

Plastisol transfer printing is an indirect screen printing technique that uses a plastic-based transfer sheet. The design is first printed onto the transfer paper and then applied to the t-shirt using heat. This method allows for special finishes like gloss or texture and produces durable prints. However, it is not suitable for photographic images or large orders.

Direct-to-Film (DTF) Printing

DTF printing involves transferring designs from a special PET film to t-shirts using adhesive powder and heat. This method works on various fabrics and offers bright and detailed prints. DTF printing is versatile and can be used for both light and dark garments. However, it may leave a plastic-like feel on the fabric and is more complex than some other printing methods.

Marketing techniques

Marketing is essential for driving sales and there are many ways to market your t-shirt business. Here are some techniques to consider:

• Social media marketing: Utilize social media platforms such as Instagram, TikTok, and Facebook to connect with your target audience. Focus on platforms that are preferred by your customers, such as Instagram and TikTok for Millennials and Gen Z, or Facebook for older generations.
• Influencer marketing: Partner with influencers who are relevant to your niche and have a reach to your target audience. This can help you build credibility and reach a wider audience.
• Search Engine Optimization (SEO): Improve your online visibility by using relevant keywords in product descriptions and starting a blog to drive more traffic to your website.
• Paid advertising: If your budget allows, invest in paid ads to increase your visibility and attract more customers.
• Creative marketing campaigns: Think outside the box to make your brand stand out and catch the attention of your target audience.
• Micro-influencers: Reach out to micro-influencers and ask for their engagement rates. Influencers who are just starting out are also likely to support a small business.
• Reddit: Despite the community's general aversion to marketing, Reddit is a great place to get honest feedback on your designs and build a customer base.
• Email marketing: Spread the word about your brand and drive traffic to your website or online store through email marketing.
• Affiliate marketing: Offer outside people a commission to sell your products for you.
• Remarketing: If people are adding t-shirts to their cart and then leaving your website, use tools like Google Ads or Facebook Ads to retarget them with discount codes or new offers.
• Word-of-mouth marketing: Ensure product quality to encourage customers to recommend your t-shirts to others.

Sales channels

When it comes to sales channels, you have a variety of options to choose from. You can sell your t-shirts through your own website, online marketplaces, social media, or even physical store locations. Here are some detailed instructions for each of these sales channels:

• Your own website: Choose a domain name that is short, catchy, and easy to remember. It should also reflect your brand and the fact that you specialize in t-shirts. You can use a drag-and-drop store builder to create a professional-looking website with product pages, collections, and information about your brand. Consider using e-commerce platforms like Shopify or Wix, which offer customizable templates and user-friendly interfaces.
• Online marketplaces: Marketplaces such as Etsy, Amazon, and eBay are great for expanding your reach and connecting with customers who may not find you otherwise. These platforms typically have lower initial costs and provide access to a large pool of potential buyers.
• Social media: Utilize social media platforms like Instagram, TikTok, and Facebook to connect with your target audience. Focus on the platforms that your niche audience uses the most. For example, Instagram and TikTok are popular with Millennials and Gen Z, while Facebook caters to older generations. You can also use social media to engage with customers, share their feedback, and build brand awareness.
• Physical store locations: If you decide to open a physical store, you will need to consider the cost of renting or buying property. Ensure that your rent does not exceed 10% of your sales to remain profitable. You will also need to think about inventory management and whether you will print on demand or stock up on certain designs.

When choosing your sales channels, it is important to keep your target market in mind. Consider where your target audience is most likely to shop and what their expectations are. Additionally, evaluate the pros and cons of each sales channel in terms of cost, customization options, control over promotions, and ease of use.

Frequently asked questions