Prama Bhardwaj, managing director of Mantis World, said: "There is definitely more competition in the market now and customers are much more demanding.  Needs are so varied nowadays that the market has become increasingly diverse and tailored to individual needs. The range of available products and styles in the industry is bigger than ever before."

The team at Mantis World does not believe that there is one single aspect that currently controls the printwear market. Instead, the company feels it is their responsibility to ensure they try to meet all the demands of both their current and potential customers.

In order to know what itscustomers want, the company has carried out several focus groups.  It now knows that price, service, product range and quality are amongst the top priorities for its customers. This knowledge has helped the team try to stay one step ahead of its competition.

The company is aware that ethical issues and practices have become a top priority for customers in recent years. In line with this, it recently decided to hold much greater stock to reduce its carbon footprint and avoid backorders. 

But Mantis World claims it has actually been hot on ethical business practices since day one.  This is because the company's production factory in Tanzania is family owned and vertically integrated, meaning that it can be sure of the working conditions and origins of all its products at every stage.

When asked what changes she envisions within the market in the future, Prama said: "Over the course of this year, I predict that more and more customers are going to be asking suppliers to confirm the origins of their products, wanting to know more about standards and credibility.  To meet these needs, we are aiming to add to our current certification to give customers even greater confidence in our product."

In order to keep up to speed with its competitors, the team has to listen to customers' needs, and recently, customers have been asking for the quickest speed of service possible. So Mantis World says it has ensured that the technology which it uses is top of the range.

Prama said: "The most successful printers are now providing a much better level of service than before.  No longer just printers, they now offer so much more: design concepts, labelling, fulfilment, and logistics, to name but a few.  Some of our clients are now receiving orders and shipping printed finished products the same day - especially those involved in the live music arena." 

The team also visits key retailers and consistently follows news in the trade press in order to stay on top of what colours and styles will be popular for the coming seasons.  Prama added: "Customer loyalty can never be taken for granted.  As a company, we are constantly evolving and responding to the changes in the market.  As long as we continue to provide our customers with a good service, and the product they demand, we hope to continue receiving their business indefinitely."

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