By Axel Stuhlreiter, Head of Textile Solutions, Graphic Communications Group, Ricoh Europe
Harnessing the power of personalisation to drive sales is something that PSP’s (Print Service Providers) are looking to achieve in all digital print production sectors. More recently there has been a keen interest in Direct to Garment (DTG) technology with operations using it to create highly responsive customisation services.
Manor, Switzerland’s largest department store, began an in-store printing service offering individual bags, pillowcases, napkins, socks and T-shirts. While Swish Edinburgh, Scotland, started a next day printing service outlet customising T-shirts, tote bags, and sweatshirts. This technology is even used by shoppers at H&M’s Harajuku store in Japan to develop their own designs in its “Redesign Lab”. They then printed their favourite look on clothing.
Smithers research confirms the opportunities offered by personalisation in this market. The Future of Digital Textile Printing to 2026 states that desire for customised products is a significant driver for the adoption of digital textile printing. It says over a third of consumers are interested in individually tailored products that are commonly made with textiles, and individuals seeking those goods will pay a premium.
These drivers will help lift digital textile printed volume by 13.9% CAGR from 2021 to 2026 to reach 5.531 million square metres annually. During the five year period digital textile printed value will increase by 12.7% CAGR reaching €6.951 billion annually.
The report added that while the global pandemic caused a hiccup, overall growth of digital textile printing was strong at 11.9% CAGR by value from 2016 to 2021 and 12% by volume from 2016 to 2021.
These new technologies open up fresh market opportunities, so discover how to capitalise on the power of personalisation with easy to adopt and integrate technology.