You probably know the story of brothers Bert and John Jacobs who started a T-shirt business after graduating from college. They sold their t-shirts out of their van, in college dorms, and at street fairs. After 5 ½ years they had just $78 in the bank. It was at that point they decided that our country was in a national funk driven largely by negative media messaging. That insight led them to create a t-shirt with positive messaging: Life is Good. They printed 48 Life is Good T-shirts, took them to a street fair, and sold out within the first hour. They went on to build a $100 million company that sells t-shirts, hats, apparel and other items online and in 4500 retail stores. Yes, the T-shirt industry is big business. In this first of a two-part series, we’ll discuss why in-store merchandising of t-shirts is becoming increasingly important. We’ll also review a number of conventional but relatively ineffective ways to display t-shirts. Then in our next blog, we’ll share what we think are better, more visual appealing more ways to display t-shirts, and we’ll discuss how the right t shirt display can help to drive impulse sales.