Branding Together: What’s One Merch Mistake Brands Still Make?
Co-hosts Theresa Hegel and Cassie Green asked experts at Kornit Konnections in Hollywood, FL, for their insights.
What are the biggest merch mistakes brands are still making in 2026?
That’s the question Branding Together co-hosts Theresa Hegel and Cassie Green asked several industry insiders onsite at Kornit Konnections. The answers ranged from not providing high-quality blanks to ignoring sourcing challenges.
Featured in this video:
- Sarah Muñoz, apparel and home décor sales consultant at TVF
- Dinesh Wahi, president of Shirthub (asi/789397)
- Sarah Natow, director of supply chain operations at TeePublic and Redbubble
- Ilan Elad, president of Kornit Digital
- Jed Seifert, co-founder of Stakes Manufacturing (asi/88974) and the Counselor 2024 Bess Cohn Humanitarian of the Year
- John Hamilton, founder of Sub Dimension
- Alyson Collins, operations manager at Parkway Printshop
- Christina Haines, brand engagement specialist at BELLA+CANVAS (asi/39590)
- Monty Mims, strategic account manager, decorator and tech solutions at Counselor Top 40 supplier SanMar (asi/84863)
Key Takeaways
• Brands are still too hesitant to embrace new technology – especially on-demand production – and that fear is holding back innovation and responsiveness.
• Overprioritizing low price points leads to low-quality merch that people don’t actually use; investing in better blanks increases perceived value and repeat wear.
• Deep inventory and risk-averse buying strategies create inefficiencies; on-demand models reduce waste and allow for faster, trend-driven decisions.
• There’s a disconnect between buyers (focused on cost savings) and executives (focused on logistics, inventory and supply chain), leading to poor merch decisions.
• Traditional swag bag strategies are becoming outdated; offering curated, choice-driven merch experiences at events is a missed opportunity for many brands.