Pricing your custom apparel correctly is one of the most important decisions you’ll make as a decorator. Set your prices too low, and you risk losing money or burning out. Too high, and you may scare off potential customers. Fortunately, there’s a clear path to building a smart pricing strategy that protects your profit while appealing to a range of buyers. Here’s how to price custom apparel:
Competitor Analysis: Know the Market
Before you set your price, it’s crucial to know what others in your space, both locally and online, are charging Sites like Custom Ink are great reference points because your customers are likely checking them too.
Use competitor pricing as a benchmark:
- See what they charge for similar items, like a one-color tee or a two-color hoodie.
- Consider undercutting slightly to attract price-sensitive customers—while still keeping your margins.
- Pay attention to what’s included in their pricing (design, personalization, quantity discounts) to make sure your offer is competitive.
Don’t forget to look at your local market as well. If you’re one of the few decorators in your town offering fast turnaround with professional heat transfers like UltraColor MAX™ DTF, that’s a value add your price can reflect.
Cost Analysis: Protect Your Profit & Pay Yourself
A cost-based pricing strategy ensures every order you take is profitable. This method takes into account:
- Direct labor: Estimate how long it takes to make each item. For example, if it takes you one minute per shirt and you value your time at $15/hour, that’s 25¢ per shirt in labor.
- Materials: Add up your shirt blank, transfer cost, and shipping.
- Overhead: Utilities, rent, admin time, etc. These costs matter! A general rule of thumb is to add 15% for overhead.
Once you have your full cost, multiply it:
- Wholesale Pricing: Cost x 2 (for bulk orders like schools or teams)
- Retail Pricing: Wholesale price x 2 (for one-off sales, Etsy shops, or boutique buyers)
This keeps your business sustainable, even as material or utility costs shift.
Tiered Offering: Good, Better, Best
Even if you’re the pricing expert, your customers likely aren’t. Most won’t know the difference between Bella+Canvas and Port & Company. That’s why using a “Good, Better, Best” model simplifies decision-making and sets expectations.
Here’s how it works:
- Good: Budget-friendly basics (think Gildan 5000, Port & Company PC54). Great for giveaways or community organizations.
- Better: Mid-tier fashion-forward blanks like District or Tultex. These offer a softer feel and better fit and are perfect for schools or events where people will actually wear the shirts again.
- Best: Premium options like Bella+Canvas, Next Level, or Comfort Colors. Ideal for retail, brand launches, or anyone looking to elevate their apparel game.
You can use this model across garments: offer three hoodie choices, three tees, even three hat options. It’s a great way to upsell without being pushy and helps customers feel in control of their budget and their style.
🔥Pro Tip: Keep samples of each tier on hand for customers to touch and feel. If you have a wholesale account, use your sample budget for this purpose.
Need help choosing the right transfer to go with each pricing tier? STAHLS’ offers a full lineup of heat transfer options, from budget-friendly screen printed transfers to full-color UltraColor MAX™ DTF. When you combine competitor insight, cost awareness, and a tiered model, you’ll not only sell more apparel, but sell with confidence.