Industry veteran releases 2026 apparel outlook book
Marshall Atkinson's new interview-based book examines the decorated apparel industry in 2026.
GRAPHICS PRO contributor Marshall Atkinson has released a new digital book, “2026 Thinking: How Businesses Will Win, Stall, or Fail in 2026,” offering a comprehensive interview-based examination of the decorated apparel industry.
Built from 88 in-depth conversations with decorated apparel business owners, consultants, suppliers, equipment manufacturers, and apparel brands, the book is said to capture a clear picture of the pressures, patterns, and structural shifts shaping the industry.
“2026 Thinking” focuses on perspective and context. It explores why many businesses are seeing revenue growth while still feeling behind, why quality and service are no longer enough to escape pricing pressure, and how structural constraints, relationship maturity, labor dynamics, and information overload are reshaping how shops operate.
Key themes explored in the book include:
- Why growth feels harder even when demand exists
- How owner-centric operations quietly stall momentum
- The limits of quality, service, and speed as differentiators
- Relationship maturity and its impact on pricing power
- Why automation, AI, and hiring often fail to deliver change
- How advice overload is creating decision paralysis across the industry
“This project wasn’t about forecasting the future,” said Atkinson. “It was about listening closely to what people across the industry are actually experiencing right now and connecting the patterns that emerged.”
The book is available as a free digital download and is intended for anyone working in decorated apparel, including screen printers, embroiderers, promotional product distributors, suppliers, and industry partners.
