Written By: Zach Dewhurst
(May 5, 2025)
Read Time: 10 Minutes
By now, you've chosen your business model and done your homework on the competition. You’re clear on how your business will operate and what sets you apart. Now it’s time to focus on who you're selling to—and not just in general terms. You need to define both a primary and secondary target market that your t-shirt printing business will serve.
Identifying your target markets will help you make smarter choices when it comes to design, pricing, marketing, and sales strategy. If you try to sell to everyone, you end up connecting with no one. But when you zero in on specific audiences, you can tailor your message and product offerings in a way that makes people feel like you made your brand just for them.
Your target market is the specific group of people who are most likely to buy from you. Understanding their needs, preferences, and buying habits allows you to:
Create designs that resonate with them
Choose blank apparel that matches their expectations (budget vs. premium)
Set prices that they’re willing to pay
Run ads or social posts that speak directly to their interests
Avoid wasting money on marketing that doesn’t convert
Even with the best DTF transfers and equipment, if you’re marketing to the wrong people, you’ll struggle to make consistent sales. That’s why this step is so important before you launch your first campaign or press your first shirt.
Primary Target Market: This is your main focus—your “bread and butter” customer. The people you design for first, talk to in your marketing, and build your pricing and packaging around.
Secondary Target Market: These are additional groups that may still buy from you, but they aren’t your main focus. You can market to them strategically without losing focus on your core audience.
Having a clear primary market keeps your messaging consistent, while a secondary market gives you room to grow and adapt.
Let’s explore a few real-world examples based on common DTF t-shirt business models:
Example 1: POD Brand Focused on Pet Lovers
Primary Market: Millennial women who own dogs and shop on Etsy for personalized or funny pet-themed apparel.
Secondary Market: Men who want to gift pet-related shirts to their partner or family.
Example 2: Local Print Shop Serving Small Businesses
Primary Market: Local contractors, landscapers, or tradespeople who need custom work shirts with logos.
Secondary Market: Local nonprofits, schools, or event organizers with one-time or seasonal shirt needs.
Example 3: Contract Printer
Primary Market: Small e-commerce clothing brands that need fulfillment help.
Secondary Market: Apparel resellers who want low-volume, high-quality production without doing it themselves.
Having both primary and secondary audiences allows you to stay focused while capitalizing on natural extensions of your services.
Here’s a simple 4-step approach to help you define your audience:
1. Look at Your Business Model
Your business model often points directly to your target market. For example:
Print-on-Demand? You might be targeting online shoppers in niche communities.
Local Custom Orders? You’re likely going after small business owners, schools, or event organizers.
Contract Printing? Your target customer is another apparel business, not an end consumer.
2. Define Their Demographics
Start with basic identifiers:
Age range
Gender
Location (local vs. national)
Income level
Job or industry
3. Understand Their Needs and Pain Points
Ask yourself:
What kind of apparel do they need?
Are they frustrated with turnaround times, minimums, or poor quality?
What do they value most—speed, price, design, or service?
4. Use Real Data Where Possible
Read competitor reviews to find common complaints and requests.
Survey potential customers via social media or email.
Talk to people in your community who match your ideal buyer.
This process doesn’t need to be overly complicated—but it does need to be intentional.
Once you’ve identified your primary and secondary markets, create basic customer profiles (also known as buyer personas). These profiles humanize your marketing and help guide every decision you make.
Example:
Primary Persona:
Name: Sarah
Age: 34
Occupation: Small business owner (runs a cleaning service)
Needs: Branded uniforms for her team
Pain Point: Doesn’t want to order 50 shirts at once
Values: Easy ordering, good communication, fast turnaround
Secondary Persona:
Name: Tyler
Age: 19
Occupation: Student athlete
Needs: Custom shirts for a senior night
Pain Point: Needs a short run quickly
Values: Affordable pricing and fun design
These personas will help you write better social media captions, build more relevant email campaigns, and choose designs that actually sell.
You might have the best DTF setup and the cleanest prints in town—but if you’re not speaking to the right audience, it won’t matter. Step 3 is about making sure your business is aligned with people who want what you offer.
Defining a primary and secondary target market doesn’t limit you—it gives you focus. It helps you craft a message, build a brand, and design offers that resonate. As your business grows, you can always expand to new markets. But the most successful DTF t-shirt businesses start with one clear audience and serve them extremely well.
