Textiles have taken the point of purchase retail display world by storm in the past few years. Most retail clients have embraced printed fabric because of its ease of use, light weight and rich look and feel. But new printing techniques are being developed all the time and the P.O.P. industry has embraced many of them, including floor graphics, wall graphics and Visual Magnetics.
纺织物在过去几年已经占据了零售展示领域的主市场。因为它的易使用、重量轻、外形美观等特性，大部分零售商都开始接受纺织品打印，随着打印技术的不断发展，展览展具领域越来越多地使用到纺织物，包括地面图形、墙面图形和视觉磁壁等。
“The marketplace is changing so frequently, it is important to keep [clients] informed of new products on the market,” says Robb Schmit, president and owner of FASTSIGNS of Glendale.“Most projects are multifaceted where they want to incorporate wall coverings with digital signage with floor graphics to create an image or brand as it pertains to their current offerings.”
格兰岱尔市FASTSIGNS的会长罗柏施密特说：“市场变化频繁，重要的是要保持[客户]了解市场上的新产品。大多数项目很多方面是相通的，通过融入墙纸地板和数字标识图形来创建一个形象品牌，同样适用于他们当前的产品。”
Fabric signage has become very popular because,“It relates beautifully to retail advertising, especially the fashion industry,”says Pat Freer, vice president and Merritt Graphics Big Color Group director for Merritt Graphics in Hartford, Conn.
织物标识现在已经变得非常流行。位于哈特福德，康涅狄格州的梅利特图形公司副总裁兼梅利特图像集团大幅面打印主管Pat Freer说：“织物标识涉及到零售业广告的美观度，尤其是在时尚行业领域中。”
Freer says that his company was the first to bring a direct dye sublimation printer to the U.S. market from Europe. Merritt immediately paired it with an impulse sewing system.
Freer说他们公司第一个把直接染料打印机从欧洲带入美国市场。同时Merritt公司立即给打印机配对了脉冲系统。
“Between those two, we were early adopters of the latest equipment to print gorgeous dye sub prints,”he says.
他说：“介于此，我们很早就使用了最先进的设备来打印绚丽的染料印花布。”
Freer points out that anyone who produces dye sub graphics knows that producing a print is only half the story. It matters what happens to the print when it comes off the machine.
Freer 指出生产染料图形的生产商都知道印刷只是整个过程的一部分，更重要的是它的生产过程。
“You sew it, pillowcase zipper finish it, you make it part of a trade show booth,”he says.“There are a variety of cutting and sewing and finishing techniques deployed that are needed.”
他说：“缝制枕套式拉链，也只是完成了贸易展会展具的一部分，还需要剪裁、缝纫等所需的各种各样的技术。”
Tension fabric displays are one of the most popular items in the retail point-of-purchase advertising market and they get better all the time.
在零售广告市场，织物的张力是他们最受欢迎的另一个因素，且有越来越好的发展趋势。
“They are much better than they were a year and a half to two years ago and six months from now they will be better than they are now. It is ongoing,”Freer says.
Freer 说：“现在纺织品打印的需求比一年半到两年前要好，以后的市场前景会比现在更好。这是必然的。”
Because of its fabric finishing capabilities, Merritt Graphics can complete huge projects,like 60-foot by 30-foot window spectaculars in airports.
因为织物易加工，Merritt Graphics公司用它来完成大型项目，比如60英尺长30英尺高的机场窗口看板。
It takes a lot of expertise to take the printed graphics and sew them together so neatly that the seams are not visible, he says. Merritt prints its graphic panels on a 126-inch wide printer.
印刷织物图形，把它们平整巧妙地缝制在一起，使接缝不明显，需要很多的专业知识。Merritt公司就是在126英寸宽的打印机上打印图形面板。
Textiles are lightweight, which reduces shipping costs, and are very easy to install in trade show booths, extruded aluminum kiosks, pedestals and frame displays. Trade show booths have become like erector sets, with modular components that are easy to put together and take down. It saves companies money because the systems are so easy to use, store personnel can do the installation themselves.
纺织品重量较轻，可以减少运输成本，也易于安装在贸易现场展台、展示柜、展示架和陈列展柜上。如今的贸易展台变得像安装集合，与模式化组件放一起很容易组装和拆卸。这节省了公司的资金，因为系统容易使用，店员可以自己安装。
Jay Buckley, president and owner of MegaPrint Inc. in Plymouth, N.H., says that he also sees the trend toward fabric printing and anything that is not rectangular so it will attract more attention.
位于新罕布什尔州普利茅斯的MegaPrint 公司总裁Jay Buckley预言，织物印花和不规则图形将会吸引更多的关注。
Banks and retail establishments have been very interested in prints that are done on bumper sticker material that has a sticky note adhesive on the back, he says. Once the backing is peeled off, the prints will stick anywhere. They come off just as easily and, because of the special adhesive, they don't leave a sticky residue behind.
他说，银行和零售场所都对背后有贴纸的打印品非常感兴趣。只要剥去背后的贴纸，打印品就可以粘在任何地方。且他们很容易剥落，因为使用了特殊的粘合剂，也不会在脱落后留下粘性残留物。
MegaPrint does a lot of wall murals, especially for bars and restaurants.
MegaPrint做了很多的壁饰，尤其是在酒吧和餐馆里。
“They set the mood in a restaurant with a wall mural. They are pretty easy to do. To put branding in a retail space, we're seeing a fair amount of wall paper being done,”he says.
他说：“在餐厅里放置壁画很容易调动气氛。在一个零售空间里，我们就看到大量宣传品牌的墙纸。”
He adds that it isn't just repeating wallpaper companies are interested in, like what you see in a Subway restaurant, but murals or artful themes that set the mood of the business.
他补充道，不只是壁纸公司对此感兴趣，就像你常看到的赛百味餐厅，也是用壁画和巧妙的主题来调动情绪的。
“People are realizing that digital technology allows you to do special things in a store you couldn't do before or you couldn't do affordably,”Buckley says.
Buckley说：“人们逐渐意识到，数码打印技术可以令你轻松实现在商业店面影像输出，或者经济实惠的产品。”
Every store is different so most wall murals need to be customized for the space. Most retail chains and restaurants don't have identical wall space at each location.
每一家店的风格都是不同的，所以大多数壁饰都需要专业定制。许多连锁零售业和酒店在每个位置都放置不同的壁画。
Just because fabric has taken the retail P.O.P. market by storm doesn't mean that more traditional P.O.P. advertising displays have gone by the wayside.Corrugated materials and board components are still used frequently in retail displays.
织物席卷展览展具零售市场，并不意味着更多的传统展览展具广告已经过时。在现在的展会中，波纹材料和板材组件仍然频繁出现。
Merritt uses its high-speed digital flatbed printing systems to print on a variety of substrates.
Merritt用高速数字平板印刷系统在各种基材上打印。
“When you pair it with a custom cut design, digital cutters and routers, you can make beautiful retail P.O.P. displays for affordable prices,”he says.
他说：“如果你拥有定制的裁切设计、数字切割机，你就能以实惠的价格做出美丽的展览展具。”
Custom standees have become a very popular item for Merritt Graphics.
Merritt Graphics公司里的定制立式展架已经成为非常流行的一个商品。
“It allows us the ability to make custom standees and life-size cutouts, which are a unique form of marketing for customers who want an out of the box look and bring traffic to their store or booth,”he says.
他说：“它能够定制立式展架和相似大小的画布，对于需要的客户来说这是一种独特的营销方式，可以开箱即用，并能给他们带来生意。”
FASTSIGN's Schmit sees a lot of demand for visual magnetics, magnetic sheeting that is applied to the wall of a retail establishment that can be painted over and used as a backdrop for signs that have magnetic receptive materials adhered to the back of them. The system is easy to use and graphics can be layered on top of each other to promote different sales.
FASTSIGN的 Schmit发现，市场大量需求视觉磁贴、看板，刷上油漆，用在零售机构的墙上，作为背后粘有磁性材料的企业标识的背景墙。这个系统容易操作，且图形可以重叠使用来促进不同的销售。
Visual Magnetics can be paired with lightweight media, like fabric, which saves on shipping. And like easy-to-use fabric sign displays, Visual Magnetics can be installed and taken down by just about anyone in the retail environment.
视觉磁性材料搭配轻型媒介，如织物，可以节省运费。和易于使用的织物标识展具一样，视觉磁性材料也可以由店员自己组装和拆卸。
“More and more customers are looking for complete solutions, not just fabric anymore or not just banners, they want to see what you can do with creating a new image within their environment that can incorporate wall coverings, fabric, visual magnetics and floor coverings,”Schmit says.
Schmit 说：“越来越多的客户在寻找完整的解决办法，不再只是使用织物或横幅，他们想看看你在这种背景环境下到底怎样创造一个新的形象，能够融合墙纸、织物、磁性材料和地贴。”
One fast-growing segment for Merritt Graphics is custom printed flooring. It's a solid vinyl product that replaces vinyl flooring.
定制打印地贴是Merritt Graphics公司一个快速发展的项目。它是用一种坚实的乙烯基产品来取代乙烯地板。
“The floors are the last frontier in retail organizations that haven't been branded,”Freer says.
Freer说：“地贴在零售业展示中是最后一个前沿性产品。”
Merritt Graphics uses G-Floor Graphic,a vinyl flooring material that designs can be printed onto. It is much more durable than a floor wrap, which is not a long-term solution, he says. This is a flooring product that happens to be custom printed.
Merritt Graphics使用的是G-Floor Graphic，一种可以在上面打印的乙烯基地贴材料。这种材料比不是长久之计的地毯更耐用。这是一种定制打印的产品。
“The price of it is very comparable to doing a floor like that. By the time you add in installation of a traditional floor and a custom printed floor, it lines up pretty equally. … That is becoming very popular and new,”he says.
他补充说道：“做一个定制地贴的价格是非常划算的。当你在传统的地板上安装定制化的打印地贴，它非常新颖流行，同时漂亮。”
Custom printed floors have been very popular in automotive settings, like garages. They are just now becoming popular in museums, gift shops and retail displays, he says. It hasn't taken off in corporations yet. Merritt Graphics installed a custom “wood” floor in a local broadcast studio about three years ago. The printed design still looks highly polished and brand new.
定制打印地贴在汽车设施行业已经非常受欢迎，比如说车库。但他们现在只是在博物馆、礼品店和零售展比较受欢迎，在公司还没这么流行。Merritt Graphics公司大约三年前在当地广播工作室安装了一个定制的“木质”地板，但它的印刷设计到现在还是高度抛光和崭新的。
Hanging banners are also big in the retail arena. More businesses are choosing fabric banners, but Buckley says that his company still produces matte-finished vinyl signs that look nice and don't reflect the overhead lighting.
悬挂横幅在零售业领域也占有很大的比重。大多数商家选择布料横幅，但Buckley说他们公司还在生产外形美观不反光的磨砂乙烯基材横幅。
