A Market Study of the Imprinted T-shirt Industry
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Authors
Lee, Helen
Issue Date
1991
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
The main objective of this project is to gain insight into the T -shirt
industry by first, studying the historical background of the T-shirt industry,
from its earliest stages to its current development, and second, by taking an
in-depth look at its environment, its relative health and various strategies
that can and are being utilized to maintain competitiveness within the
industry.
Findings on the environmental study of the T-shirt industry indicates
that there are many buyers and sellers that exist within the market and that
the industry is highly fragmented due to low barriers to entry. It is segmented
by a national and regional market, with big companies such as Hanes and
Fruit of the Loom accounting for more than half of the domestic outwear
T-shirt market. The number of small to mid-sized printers, manufacturers,
wholesalers and integrated screen printers and wholesalers are so great that
any company within the regional market captures only a small percentage of
the market.
The outerwear T -shirt industry has grown significantly over the years.
Demand reached its peak during the late 1980's and the imprinted T-shirt is
still considered to be a "hot" selling item, despite its current surplus capacity
and declining growth. Relative to other garment industries, the T -shirt
industry has fared better than others during economic down times. However,
there are legitimate causes for concern in regards to the health of the industry.
As a result of a maturing market with greater production, both foreign and
domestic, stiffer competition has ensued, causing businesses to be more price
competitive and search for more cost effective methods of production.
Although creativity and a close watch on changing trends are necessary
ingredients for success, the movement has been towards a greater reliance on
service as a means of maintaining old customers and attracting new ones.
The industry structure and the actions and policies of all the "players" need to
be evaluated if the overall health of the industry is to be maintained. Along
with a brief historical look at the T-shirt industry, this paper will view the
current situation in the industry and possible strategies that may be employed
to affirm success and survival within the industry.
Description
51 p.
Citation
Publisher
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.