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[Music] im stephanie with transfer express the leading manufacturer of custom screen printed and digital heat transfers pricing your apparel is the single most important challenge you will face in your new business pricing can make or break your business we know it is hard to let a customer walk away saying your price is too high we want to help you find that sweet spot that keeps your customer ordering and you in business profiting today lets review two pricing strategies and show some apparel and see how to price them first strategy is to research competitors prices like local competitors and online competitors like custom inc this is a strategy that is surprisingly popular you have access to custom inc online and so does your customer so you can see what they would sell it for and charge a little less the second strategy is cost-based pricing in cost-based pricing you take your direct labor costs and your materials add them to your overhead and thats going to equal your pricing c