Definitions of key terms used in the promotional products industry — from decoration methods to business models.
A fee charged by a decorator for creating, editing, or preparing artwork files for production. Art charges typically cover tasks such as converting a logo to vector format, adjusting colors for specific decoration methods, or creating screen separations for screen printing. Some on-demand platforms eliminate art charges by handling artwork preparation automatically during product setup.
One of the two major trade organizations in the U.S. promotional products industry, alongside PPAI. ASI operates a supplier and distributor network, publishes product catalogs, and hosts industry trade shows. ASI membership numbers are used to identify verified distributors and suppliers within the industry.
Undecorated products — such as t-shirts, polos, caps, mugs, and bags — that serve as the base for decoration. Blank goods are sourced from wholesale suppliers like SanMar, S&S Activewear, and alphabroder. In on-demand fulfillment, the blank is ordered from the supplier and shipped to the decorator for production only after a customer places an order.
A set of guidelines that govern how a company's brand identity — logos, colors, fonts, and imagery — must be applied across all merchandise and marketing materials. In promotional products, brand standards ensure that every decorated item meets the client's visual identity requirements. Platforms like Brikl enforce brand standards by locking approved logos, PMS colors, and placement positions at the store level.
The total direct cost of producing a finished decorated product, including the blank product cost, decoration cost, and any setup fees. In on-demand promotional products, COGS is the amount paid to the decorator for a single unit. Distributors set their retail price by adding a markup to COGS. On Brikl, COGS is displayed in real time during product setup so distributors can see their exact margin before setting prices.
A branded online storefront where employees, clients, or partners of a business can order custom merchandise. Company stores are typically managed by a promotional product distributor on behalf of a corporate client. They offer a curated catalog of pre-approved products with the client's branding, and may include features like employee allowances, coupon codes, and department-specific access controls.
A company that applies logos, designs, or other branding to blank products using decoration methods such as screen printing, embroidery, DTG, or DTF. In the on-demand model, decorators receive individual orders from platforms like Brikl, produce the items, and ship directly to end customers. Decorators are also referred to as fulfillment partners or print providers.
The process of applying a logo, design, or graphic to a blank product. Decoration methods include screen printing, embroidery, direct-to-garment (DTG), direct-to-film (DTF), sublimation, heat transfer, UV printing, engraving, and others. The choice of decoration method depends on the product material, design complexity, order quantity, and desired finish.
A promotional products professional or company that sells branded merchandise to end clients (businesses, organizations, events). Distributors source products from suppliers, select decoration methods, manage client relationships, and coordinate fulfillment. In the on-demand model, distributors use platforms like Brikl to create branded stores, set pricing, and automate order routing to decorators.
A fulfillment method where the product is shipped directly from the manufacturer, supplier, or decorator to the end customer — without the distributor handling or storing the product. In promotional products, drop shipping is the standard for on-demand fulfillment: the decorator produces and ships each order directly to the buyer.
A decoration method where a design is printed onto a special transfer film using inkjet technology, then heat-pressed onto the product. DTF works on a wide range of fabrics including cotton, polyester, nylon, and blends — making it more versatile than DTG. It produces vibrant, durable prints with no minimum order quantity, and is increasingly popular for performance wear and synthetic fabrics.
A decoration method where water-based ink is sprayed directly onto a textile product using a specialized inkjet printer. DTG produces full-color, photographic-quality prints and is ideal for small runs (1-50 units) with complex designs. It works best on 100% cotton fabrics. There are no screen setup costs, making it cost-effective for single-unit on-demand production.
A decoration method where thread is stitched into fabric to create a design. Embroidery produces a raised, textured finish that conveys quality and durability — the stitching typically outlasts the garment itself. It is the preferred method for corporate apparel, polos, caps, and jackets. Cost scales with stitch count (design complexity) rather than number of colors.
A decoration method where a design is printed or cut onto a transfer material (vinyl, paper, or film) and then applied to a product using heat and pressure. Heat transfer vinyl (HTV) is commonly used for names, numbers, and personalization on sports uniforms, workwear, and event merchandise. It supports low minimums and fast turnaround.
The percentage or dollar amount added on top of the cost of goods (COGS) to determine the retail price charged to the end customer. In promotional products, distributor markups typically range from 40% to 100% depending on the product category, client relationship, and order volume. On Brikl, distributors can set markup as a percentage or as a fixed retail price, with real-time visibility into resulting margins.
The legal entity responsible for processing a payment transaction, collecting sales tax, and handling compliance obligations. On Brikl's Launch plan, Brikl serves as the Merchant of Record — collecting payments from end customers, filing sales tax, and paying decorators on the distributor's behalf. On Enterprise and Connect plans, the distributor is the Merchant of Record and handles payments and tax filing directly.
The smallest number of units that a supplier or decorator will accept for a single order. Traditional promotional products often require MOQs of 24-144+ units. On-demand platforms like Brikl have eliminated MOQs — allowing orders of a single unit — by working with fulfillment partners equipped for individual-piece production.
The ability to place multiple logos or designs on different locations of a single product — for example, a company logo on the front left chest and a division name on the back. Multi-logo placement is a key feature of B2B company store platforms, allowing end customers to select logo position and combination during checkout.
A production and shipping model where products are manufactured only after a customer places an order. In promotional products, on-demand fulfillment means a decorated item (e.g., an embroidered polo or DTG-printed t-shirt) is produced by a fulfillment partner and shipped directly to the end customer — without the distributor holding inventory. Typical turnaround is 7-10 business days from order to delivery.
A standardized color matching system used across the printing, textile, and promotional products industries to ensure consistent color reproduction. PMS colors are identified by number (e.g., PMS 286 for a specific blue) and are used in screen printing, embroidery thread selection, and brand guidelines to guarantee that a logo's colors match across different products and production runs.
A business model where products are printed, decorated, and shipped only after an order is received — eliminating the need for pre-produced inventory. In the promotional products industry, POD enables distributors to offer unlimited product variety with zero upfront investment. Each item is produced individually by a fulfillment partner and shipped directly to the end customer.
The largest trade association in the promotional products industry, representing suppliers, distributors, and business service providers. PPAI provides industry research, education, advocacy, and hosts The PPAI Expo — the industry's largest annual trade show. PPAI membership numbers are used to verify industry professionals. Brikl is PPAI Member #803362.
Physical items branded with a company's logo or message, distributed to employees, clients, prospects, or event attendees as marketing tools. The U.S. promotional products industry generates over $26 billion in annual revenue. Common categories include apparel (t-shirts, polos, jackets), drinkware (mugs, tumblers), bags, writing instruments, technology accessories, and hard goods.
A set of web service standards that enable automated data exchange between suppliers, distributors, and technology platforms in the promotional products industry. PromoStandards covers product data, inventory, order status, shipping notifications, and pricing — allowing different systems to communicate without manual data entry. Brikl integrates PromoStandards-compliant supplier feeds for real-time product and inventory data.
The price charged to the end customer for a finished, decorated product. Retail pricing includes the cost of goods (blank + decoration), the distributor's markup, and any applicable shipping and tax. In consumer print-on-demand platforms, retail pricing includes the platform's built-in margin — typically resulting in higher base costs ($12-18 per tee) compared to wholesale sourcing ($5-8 per tee).
A decoration method where ink is pushed through a mesh stencil (screen) onto a product. Each color in the design requires a separate screen, making it most cost-effective for large runs (50+ units) with simple, bold designs using 1-6 colors. Screen printing produces highly durable prints that withstand 50+ washes and is the most widely used decoration method in promotional products for bulk orders.
A one-time charge assessed by a decorator to prepare equipment and materials for a production run. In screen printing, setup fees cover the creation of screens for each color in the design. In embroidery, setup fees (also called digitization fees) cover converting artwork to a stitch file. Many on-demand platforms absorb or eliminate setup fees for single-unit production by using digital decoration methods like DTG and DTF.
A decoration method that uses heat to convert dye into gas, which permanently bonds with polyester fibers in the fabric. Sublimation produces vivid, all-over prints that will not crack, fade, or peel — because the dye becomes part of the fabric rather than sitting on top of it. The limitation is that sublimation only works on white or light-colored polyester products or polymer-coated hard goods.
A product or platform that is produced by one company but rebranded and sold by another as their own. In promotional products, white-label storefronts allow distributors to present a branded e-commerce experience (custom domain, logo, colors) to their clients — with no visible reference to the underlying platform provider. Brikl stores are white-labeled by default, appearing as the distributor's own storefront.
The price at which blank goods and decorated products are sold from suppliers and decorators to distributors — before any markup is applied. Wholesale pricing is significantly lower than retail: a basic t-shirt that retails for $12-18 on consumer platforms costs $5-8 at wholesale. Access to wholesale pricing is a core advantage of B2B platforms like Brikl over consumer print-on-demand services.
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