Finding the Market For Screen Printing Caps

Surveys show that caps are the 2nd or 3rd largest selling item after shirts. Caps can be an opportunity to increase your screen printing sales and profits. Selling prices vary widely for caps. Some sell for $30, and even the old foam front, mesh back caps that used to sell for $3-$5 now are being marketed as “trucker caps” selling for $15 and $18. These foam fronts cost under $1, and the 5 and 6 panel caps cost $2-$3. So there is plenty of profit potential from caps.

Ask a teenager or college student what they paid for their cap, and you probably will be surprised to hear 禮品訂造 prices that are much higher than are paid for shirts. The potential for high profit margins makes caps a product to be investigated.

Companies buy caps for many reasons. Hygiene laws require occupations like food handlers and medical product manufacturers to wear caps. Soiled caps get discarded rather than washed. Restaurants have employee turnover and need new caps. Companies like UPS want to project their image, and the local UPS manager has the authority to buy locally. Power, gas and water meter readers need caps so homeowners will not be alarmed by a person in the bushes at the homeowner’s house. A company might provide caps as a morale booster, safety award or advertising bill board. Companies have lots of reasons to buy caps.

The cap market is actually a collection of market segments. The cap an individual will buy for their own use depends primarily on their age. Companies buy based on use. Knowing the buying habits of individuals and companies gives the decorator the opportunity to maximize the selling price and order size.

A Person’s Age

Students typically pay the highest prices. That price could be $12-$30 per cap. However, their parents might only pay $8-$10 for a cap, and the grandparents might only pay $5-$6. So age is the first clue to who pays the highest prices.

Although we recognize people by age, the actual differences are self-esteem and cost. To students, wearing the right fashion or look in a cap is very important. Young people still growing are concerned about their self-esteem. The “right cap” identifies the young person with their peers. Only a 6 panel cap is acceptable for many of these young people. For a youngster on a skate board, however, only a foam front typically worn crooked on their head communicates with friends that he is one of them.

Students frequently get the money to buy the cap from their parents and therefore are less cost conscious about price than parents who have to earn the money before the parents buy a cap. So students will pay more than their parents. Grandparents are the least fashion conscious, and most cost conscious, because they are retired on fixed income and are the least concerned about what others think about how they look.

To find the student cap market, we first need to find what interests students. Their school, team and images that unify students are good places to start. During basketball season a basketball with the name of the team written through the basketball can be very simple and striking image that conveys a clear message. The same approach can be used for all sports. Artwork that students consider “cool” will convert compliant buyers yielding to group norms into compulsive buyers who have to have that cap.

The market segment for the cap can be clearly identified to minimize sales time and cost. The school will have a class president, student athletic association or similar organization that can take pre-paid orders as a fund raiser using a sample decorated cap put on display. The same image can also be offered to older alumni who order the 5 panel cap on a pre-paid basis.

This form of marketing can be extended from a school class or sport to events, tournaments or any occasion that brings students together. In each case, the sale should be to the students with the students’ agent acting as your sales agent in return for compensation.

This method of selling allows using a retail price students will pay. That price can be determined by seeing what students pay at the shopping mall, or by asking them what they have paid. The decorator will yield a much higher selling price by selling direct to students with a discount to the sales agent than by approaching the school administration that does not have funds budgeted for caps and which would solicit three competing bids.

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