ImagesMagUK_Digital_Edition_Feb18

www.images-magazine.com FEBRUARY 2018 images 23 There is potential for some innovative approaches Online presence But physical presence is not the only way of promoting printed textile services. For DTG or dye sublimation inkjet solutions, it is good to have a strong, online presence. Ecommerce has become a big part of people’s lives. Indeed, in a retail/brand study commissioned by Epson it was found that in Europe, half of retail research is done online – however, only 38% of actual purchases takes place online, 62% in store. The UK has a more online mentality: here, 45% buy online. Textile printers can have an arm to sell direct online. There are many web-to-print specialists who can supply the interface to enable your web-based shop window to take an order and direct work via workflow to an output engine. DTG printers, including Epson equipment, can be linked in to this seamless ‘order to output’ concept. Drawing traffic to your ecommerce operation is all important so in addition to ensuring you are picked up by the main search engines, at the very least remember to publicise your links in your e-mail signature, letterheads etc. According to award-winning fashion designer Richard Quinn, the fashion business is very social media savvy. He sees it as a critical element in raising his profile in the industry and, given his increasing fame as the one to watch among young designers, his tip is worth noting. Topicality, brevity, good illustration and wit work well in this environment but don’t forget the basics – use links and provide contact details. Alternative routes to market such as these can add to your sales opportunities, but never lose sight of the basics. Good business relationships, good sales people, proper planning and efficient sales and order processing will never be replaced, only supplemented. www.epson.co.uk [Above left] Epson and YR Store collaborated on this event for Nike at Phenomenal House [Above] Customers using a YR Store touch-pod in Topshop to create personalised T-shirts printed on an Epson SureColor dye-sub printer