DTG Printing has been around for many years and it has certainly evolved quite a bit throughout the process. In the early days of DTG, white ink printing wasn’t even possible and the general color gamut of CMYK inks was less than impressive. In a few short years, however, DTG printing has come a long way – white ink is mainstream (available on nearly every printer on the market) and the level of color output and print detail is absolutely stunning. Visit any industry trade show across the country and you would find it incredibly difficult to not be impressed – it is not uncommon for the DTG booths to be absolutely loaded with potential buyers and interested parties, soaking up every second of the action as these high-tech wonders produce beautiful, full color prints on garments with what appears to be relative ease. Why then, do so many companies that adopt DTG printing wind up selling their machines within months of purchasing them (or sometimes, if they really like the abuse, they might keep battling their printers for a year or longer before they inevitably jump ship), often at a huge financial loss? Part of the answer is staring us in the face while we stand there at the trade show, mesmerized by the visual print quality of the garment – the prints are just so incredible that we feel there is no way we can’t make money selling them! Most of us would be hard pressed to find a screen printer would could even come close to competing with this level of quality. However, what we often fail to notice is how excruciatingly long it takes to create a finished product, and they aren’t even showing all the steps at the trade shows!! Along these lines, I have compiled a simple list to explain what I feel must change in the DTG printing industry, before it can ever be accepted as a truly mainstream process. After all, if small business owners can’t actually make money on it, then what’s the point??
DISCLAIMER: I am well aware that there are people out there having success in the DTG market. These successful individuals are often the exception, rather than the rule. I have noticed that people on the East coast seem to have slightly fewer issues with production (possibly due to higher overall humidity levels) but overall, more people fail out of DTG than are successful in the long run. This article is meant to address the issues faced by most people who engage in the fine art of DTG printing, regardless of which printer they have selected.
PAINFULLY SLOW PRINT TIMES
To print in the highest quality settings using most standard 4880 based DTG printers (which, regardless of what the salespeople tell you, is virtually mandatory if you want to achieve the same level of quality you see at the shows) on a dark garment, assuming a standard sized print area (approximately 12″ x 12″), it could easily take 10 minutes per garment to complete the actual printing process! While this does not include the time required to pre-treat each shirt prior to printing, it is important to remember that you will have plenty of time to perform this step while the machine is doing its thing…. In theory, the initial pretreatment process shouldn’t add any time to the overall process, just more labor – that is, unless you are one of those shops who pre-treats shirts prior to printing them (rather than doing it simultaneously with the print process). At approximately 6 units per hour for high-quality DTG printing, how can anybody really make a profit? Dark garments are, as one might imagine, the most popular type of garment for most clients – you can try to talk them into white shirts (which are much easier to print, faster, cheaper, etc) but you can’t build a strong foundation if you are constantly trying to talk people into the “easier” option for you…. Sure, light garments (ie, no white ink underbase) are better for us as printers, but your potential clients really don’t care how much effort, time or money you put into the finished product – at the end of the day, they all want it cheap and they want it fast! Of course, some machines are faster than others, but I have personally owned everything from the Kornit to a multitude of Epson-based DTG printers in the last 10 years and the best I have been able to get in a real production environment, thus far, was about 12 units per hour on dark garments (and I was not entirely satisfied with the print quality, at those speeds). Advancements in technology have allowed some companies to develop printers using larger, more industrial print heads – Ricoh is a common choice among manufacturers, but using larger print heads to lay down more ink in a shorter period of time can often compromise the overall print quality, since tiny droplets of ink are critical to creating to most subtle details and effects (just ask Anajet how that worked out for them).
Until we get to a point where the average DTG printer is capable of producing at least 24 units per hour (dark garments, at a standard print size), I don’t see most people being able to make a decent profit – especially when compared to many other print decoration options available which are faster and less expensive.
NOTE: You can approach DTG from the perspective of an embroidery business model – since each machine can only produce a painfully limited number of units per hour, it makes sense that you could scale your business appropriately by adding additional machines… The problem with this, of course, is you wind up dealing with a multitude greater level of tech support and troubleshooting, so the scale factor is not easy to calculate. Additionally, since the cost of each unit is general $15,000 or more, it would require an investment of about $150,000 to hit an hourly production rate of about 60 units per hour on dark garments – in the real world, you will always have a certain number of machines which are “acting up” at any given time, so really you wouldn’t even hit those numbers most of the time (even for such a staggering investment).
CONSUMABLES AND OPERATING COSTS ARE WAY TOO HIGH
In the world of custom printed t-shirts, everyone is trying to save a buck. Each and every client seems to want everything for nothing, so there is not much room for margins (especially when the client is ordering anything other than a single unit). This becomes a major issue, of course, when you can only print 6-12 units per hour (which means you must amortize the cost of your general overhead and labor across a minimal number of finished product) and the cost of ink “per print” is often in the range of $2-3. For the record, that number doesn’t even include the cost of the pretreatment, which must be added to the garment prior to printing. At one point my shop had 3 Neoflex DTG printers, which produced the absolute best quality at the time (compared directly to all the other models and brands I have owned) – since these 4880-based units we capable of producing some pretty big prints, we had lots of clients coming through the doors to take advantage of our print size capability. While we were excited at first, our emotions soon turned to disappointment as we found the average cost of ink “per shirt” for these larger prints (generally 16″ x 20″) was easily averaging $8-10 per print!! Oh, and at that particular print size (at the highest print quality) the total print time “per garment” was about 22-24 minutes. At that rate and at those prices (assuming we had ZERO other expenses to contend with, aside from labor) we would have had to be charging around $34 per shirt to make our relatively low “net profit target” of $60 per hour. Of course, this would not have taken into consideration any misprints, quality rejects, shop overhead (like rent, electrical, phone and internet, etc) – the true number would have been north of $40 per garment, for a typical t-shirt….. I suppose some markets do exist which would support this price for unique, one-off custom garments, but that market doesn’t include the clients that most of us tend to service on a regular basis. If you can charge that much for a shirt, then more power to you! We were trying to be competitive wholesale DTG providers, and it simply wasn’t feasible at those prices. In fact, it was outright laughable.
In order for the average print shop to become competitive and profitable with DTG printing, the average cost “per print” really needs to fall in the .50-$1.50 range for an average size print on a dark garment.
NOTE: Many salespeople will try to tell you that their average cost “per print” is incredibly low – Brother even records print cost data across a broad range of users, allowing them to determine an allegedly accurate number for use in their sales and marketing documents. However, these numbers generally include the cost of ink for small images (like left chest prints) as well as light garments – after all, it is a “total average” not a specific average… At the end of the day, this is incredibly misleading since we must base our pricing on what it costs to do a standard size print – our profits don’t work in averages…. They work on a “per job” basis!
ITS JUST NOT THAT RELIABLE
The production rates and ink costs provided assume that the DTG machine is actually working properly, without fail – in the real world (and I cannot emphasize this enough), I have never owned a DTG printer that actually worked all the time! In fact, I don’t think it is uncommon to spend upwards of 30% of your time, on average, maintaining and troubleshooting your investment. Some companies offer excellent tech support service, while others tend to leave you high and dry after you make the purchase – even with excellent tech support, you will never receive the full-time, hands on assistance that most shops need in order to keep these machines running at peak performance, all the time. Most DTG printer owners find themselves overnighting parts at an alarming rate, and spending as much time with their printers “opened up and in pieces” than actually printing garments for their clients… Many issues are fairly common and don’t take too long to resolve, but this does not excuse the fact that DTG printers simply require significantly more maintenance and downtime than any other printing method or equipment I have ever seen. Maybe 3D printing is the same way, but that is literally the only comparison I can make at this point in the game. When my shop finally stepped away (for now) from DTG printing, we had 5 DTG machines from different companies, as well as our own in-house tech support team dedicated to keeping them running. Our main tech had been involved with many of the DTG printers we had owned, spent countless hours replacing parts and fixing major and minor issues, and had a solid working relationship with the primary tech support guys at the various manufacturers who had provided our equipment. At the end of our run, there was not enough money I could possibly offer him to stay around and help me continue fixing my machines – he actually told me it was like trying to nail Jello to a tree, and he was “done with it”. A single Epson print head can cost between $400-700, depending on which model of printer you own (for the Ricoh, Brother and Spectra based machines, the cost is sometimes $1,000-4,000 per print head) – considering how shockingly easy it can be to destroy a print head (either through continuous use or by improper maintenance), this is a serious cost that must be considered in the long run. This, of course, doesn’t take into account replacement capping stations, wiper blades, encoder strips, worn down plastic pieces, ink lines and lots more).
NOTE: I have owned at least 14 DTG printers in the last 10 years, and there has not been one single unit which has not required me to replace the print heads at least once! This includes the supposedly “perfect” Brother GT-541 and the Kornit 932, as well as all other Epson based printers that have found their way through my shop over the years. The inks we are running through these things have a much higher viscosity level than what the Epson print heads were designed for, and even the more industrial heads are subject to wear and tear from the TiO2 pigment that is added to the white inks to give them their opacity. Additionally, all print heads are prone to drying out when they are not used regularly, so don’t even think about letting your investment sit idle – not even for a day!
Browse this website and you will find countless images from the last ten years, showing every single printer literally turned inside out and in various stages of disrepair – we are not unfamiliar with the technology and our issues cannot (to the dismay of so many salespeople, tech support people and equipment manufacturers) be simply attributed to fundamental “user error” – although this is the most common message you will hear in this industry, we cannot accept that we are the problem and the machines are so awesome…. That concept simply does not mesh with reality. Consider this – major companies such as CafePress and Zazzle are famous for their large, streamlined facilities and overall success in the industry; despite this, anyone behind-the-scenes will readily acknowledge the fact that at any given point, a certain percentage of their manufacturing stable is inoperable or receiving maintenance (scheduled or otherwise). There is an overwhelmingly high amount of equipment turnover with larger DTG printing companies, whereas they will often invest huge sums of money into large numbers of new printers in an ongoing effort to find the “best machine out there”. If these companies were completely satisfied with their chosen machines, we wouldn’t see them constantly switching between different brands. Of course, I know they all have a certain number of reliable units which establish their “base foundation”, but having been on the sales side and having discussed various aspects of the technology with some of the big wigs in these companies, I can say with certainty that they are not completely content with any of the machines they are using.
If the DTG manufacturers want small business owners to succeed, they will design these machines to operate with minimal maintenance for much longer periods of time. Even with OEM inks, most Epson printers are not intended to be printing constantly, so adding thicker ink to the equation isn’t doing us any favors in terms of reliability. I should not have to do more than 10 minutes of maintenance per day (at most!) and there should be very little downtime on my DTG printers…. Additionally, I should be able to leave my printer idle for 2-3 days without worrying about whether I just cost myself $700 in a damaged print head.
IN CONCLUSION – A CHALLENGE HAS BEEN ISSUED
Understand, I am not a “DTG hater” – in fact, I am probably one of the greatest supporters of this technology, having been involved since the very early days in a very public way and invested huge sums of my own money (as well as various investment capital) into trying to make it work in the real world. When one machine didn’t hold up to expectations and hype, I tried the next in line, and so on until I finally couldn’t justify it any longer. I am not beholden to any manufacturer or brand, and although I have many long standing relationships and close friendships within this industry, the primary purpose for my involvement is my own success in this niche and I would never continue to own a machine that was not truly making me money. I want DTG printing to work in the real world, and I want to stop hearing stories about people who have invested their life savings into this business, only to be disappointed in the end. For now, I find myself licking my wounds and settling old accounts to try and recover the pieces from a long, difficult journey into this technology – having adopted several different processes which don’t involve DTG (dye sublimation being my favorite, so far), I am slowly rebuilding and getting things back on track. As the industry continues to develop and grow, I find myself checking in constantly to see what the “next big thing” is, hoping and praying that we are getting closer to something that can be widely adopted (and retained) by the average business owner. I expect that, at some point, I will be totally impressed and awe-struck at how far the industry has come, and I will take another stab at in-house DTG printing. Until then, however, I would like to offer an open challenge to all DTG equipment manufacturers out there:
We as a consumer base need more from you. We need you to consider the points laid out in this article and we need to see some tangible progression in this industry. Distributors are making a killing off of equipment sales commissions and ongoing ink sales, but the end user is often left disappointed and broke. We cannot tolerate 6-12 unit per hour print speeds, and we certainly cannot shoulder the burden of $3-10 in ink for a single print – large sized prints should cost us about $3-5 in ink, max (with decent coverage). Standard sized images, on dark garment, should use between .50-$1.50 in ink. During a normal shift, while also considering any possible downtime and whatnot, we should be able to print 24-36 garments per hour on a single machine – anything less makes this more of a hobby than a serious business. Finally, although we understand that there is only so much you can do about the cost of parts and whatnot, it is really important that our printers are able to function for an entire day without requiring us to do any heavy maintenance. In fact, we really shouldn’t be opening up our machines (beyond opening the lid for a quick cleaning) more than once every few weeks (or months). We don’t want to be constantly replacing parts, and although we love understanding every aspect of our machines we would rather not have to be certified experts and replace parts on a seemingly regular basis – we don’t have to deal with that sort of thing from our wide format printers / plotters, or from our dye sublimation equipment, so why should we have to put up with it for DTG? If things still aren’t completely up to par, be honest about it – don’t tell us to expect 15 prints per hour, when we both know we should probably expect more like 6-8… At the end of the day, it will help us better determine if this business is really for us, and if we choose to dive in then we can at least prepare for what is in store for us and create a business model that is appropriate for this process. DTG printing has come a long way and we are pleased by this, but there are still too many people losing their asses after a relatively short period of time trying to make it work. Don’t just promise us more, but deliver more – actions speak louder than words, and we can’t wait to see this technology evolve into something entirely practical and profitable.
PS – Oh, and don’t try to pull that nonsense about how “when it becomes too easy, everybody including Wal-Mart will be doing it” – dye sublimation is easy, as is standard vinyl printing and plotting (relatively so, of course)… However, we don’t see them destroying the small business market in these other fields – sure, there will always be big corporate competition, but that doesn’t mean we can’t be just as competitive with some reliable and affordable equipment and inks.
If you agree with this, please comment or share this article! We are spending a lot of money to help develop this industry, so we should definitely be getting more out of it, at this point. The important people are reading it, and the more attention we can give (and support), the more likely they will be to take it seriously. Don’t be content acting as a paying guinea pig for the equipment manufacturers – demand more from this industry, so we can all get more out of it.