The preliminary 2027 Decoration Options list (Josh Peyser email, 7/6/2026 — effective 8/1/2026, "we may still update some prices") makes a very different call than the garment side. Where the printed blank pricelist raises garment EQPs ≈114% of the two-year cost increase, the decoration list holds every carried-over process price exactly flat vs 2026 — verified line-for-line against the "2026 Decoration Options" tab of the pricing workbook. The pricing action is entirely structural: a new premium ladder (Oversized Color Direct "CDMAX", four Color Edge™ 3-D print sizes, silicone 3D, Color Direct laces) and one deletion (Spectrum Mini). This page tests that decision against divison-V booking data — every decorated order line's service charges (NKW.ORDER_LI_SERVICES), 2023 → June 2026, canceled orders excluded.
2025 booked decoration revenue
M decorated units · ~14% of division bookings
Carried-over prices raised
0 of 46
every 2026 process price reappears unchanged in 2027
New premium processes
booked in H1 2026 already
H1 2026 vs H1 2025
decoration bookings, on units — mix is doing the raising
The decision, in one line: hold the published price of every existing decoration flat for a third straight year, and take decoration price mix up instead — sell the new oversized/3-D/silicone processes at $5.25–$8.00 against a $2.00 Color Direct baseline. The booking data below says that strategy is already working: realized decoration $/unit is up +9% H1-over-H1 and booked margin went from 19% to 25% with no list increase.
Three changes against the 2026 list; everything else is price-identical, tier-identical:
LogoPlus™ woven labels stay on the list unchanged ($2.50/$1.50/$1.00) — Mike Gaudioso's call on the email thread: "doesn't cost us anything to keep it… people may want the look and feel of the woven labels," with ColorEdge positioned as the successor.
For each process, the marker shows the qty-weighted realized price across 2025 bookings; the bar spans the 2027 published tier range (small-qty tier down to large-qty tier). A2000's service master (SERVICE_M.LINEPR) is loaded at the large-qty tier on every code — unlike the garment side, this list is operative in the system.
Grey band = published 2027 tier range (unchanged from 2026). Colored dot = qty-weighted realized $/unit, 2025 bookings. × = A2000 standard cost. Realized sits below the band on the workhorses (P1 $0.41 vs $0.75 list; CD $1.61 vs $2.00 floor) — but not because customers negotiate discounts.
Price discipline is strong where decoration is billed. The modal billed price equals the master list price on nearly every process — paid decoration almost never gets discounted. The gap between realized and list is almost entirely units billed at $0.00: 44% of P1 screen-print units, 47% of Fusion Applique, 22% of Color Direct. Those aren't leaks — they're the college-program channel (Follett M units, Lids U M) and internal To The Game transfers, where decoration is bundled into the garment program price. At list value that comped decoration is worth over 18 months — the real cross-check is whether program garment prices carry it, which is the garment-side pricing question, not a decoration-list question.
New processes launched in A2000 September 2025. Six months later they book ~$30K/month — at essentially zero discount (97% of units at full list), versus a Color Direct baseline that is drifting down in realized price as volume booms.
Color Edge™ (CES/CEM/CEL/CEX) will join this chart from August — the codes went into A2000 on 6/24/2026, priced $2.50–$8.00 with 25–30% standard margins loaded.
Watch Color Direct. CD is the single biggest decoration line ( booked 2025) and its realized price is eroding — $1.66/unit H1 2025 → $1.52 H1 2026 while volume grew +30%. Every CD unit that upgrades to CDMAX is worth +$3.25–3.75; the ladder exists to reverse exactly this mix slide. If CDMAX/Color Edge stall, holding the CD list at $2.00 for a third year locks the erosion in.
Booked margin on decoration (revenue minus A2000 standard service cost) was 25% in H1 2026. But a handful of carried-over prices sit at or below cost — and the 2027 list re-publishes them unchanged:
Flock is the one place the 2027 list arguably needed an action — either reprice the resort flock program (~$185K/yr booked at ≈$0.50–2.25/unit below standard cost) or re-cost it. Publishing $7.50/$8.50 while 95% of volume books at $3.00–3.75 makes the printed number fiction for this process. Everything else on the list is either disciplined (embroidery/applique: 96–98% of units at full list) or strategically bundled (college programs).
Revenue = booked decoration service charges (service price × line qty) by order date, div V, canceled excluded. "% at list" / "% at $0" measured over Jan 2025 – Jun 2026 bookings against the A2000 master price (= the list's large-qty tier). 2026 covers Jan–Jun only. Rows with no revenue are new or rarely-billed processes.
- This is a mix strategy, not a price strategy — and the data supports it. Decoration bookings grew +16% H1-over-H1 on +6% units; realized $/unit rose 9% and booked std-cost margin went 19% → 25%, all before this pricelist takes effect. The premium ladder (launched Sep 2025) did that; the 2027 list just publishes it.
- List discipline where it matters is excellent — embroidery, applique, chenille and the new premium codes book 96–98% of paid units at exactly list. A future across-the-board decoration increase would actually stick in these channels; holding flat is a choice, not a constraint.
- The bundled-decoration channel is the garment side's problem. ~$1.7M/yr of decoration at list value is billed at $0 into Follett/Lids U/internal programs. No decoration-list change touches it — it's recovered (or not) in program garment pricing, which is where the 114% garment pass-through matters.
- Two follow-ups for the final version of the list: reprice or re-cost the resort flock program (only systematically below-cost paid decoration), and confirm Color Edge/CDMAX uptake fast enough to offset Color Direct's realized-price slide ($1.66 → $1.52 H1-over-H1).
Sources: "MV Sport 2027 Decoration Pricelist - PRELIM 070626.pdf" (7/6/2026 email); "MV Sport 2027 Pricelist.xlsx" Decoration tab (2026 list + internal cost build-ups); A2000 NKW.ORDER_LI_SERVICES × ORDER_LI_M × ORDER_HEADER_M (DIV_NO='V', bookings by order date, canceled excluded) and NKW.SERVICE_M master prices/costs, extracted 7/6/2026.