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• Traditional swag bag strategies are becoming outdated; offering curated, choice-driven merch experiences at events is a missed opportunity for many brands.
