Apparel, Objects, and Interiors, Oh My

A fashionable choice

Digital printing is making inroads into every space that uses textiles, but one that is starting to gain true momentum is in the apparel and fashion industry.

“We are seeing a lot of customization,” says Victoria Harris, textile segment specialist at Mimaki USA (Booths 5216, 5616, 5620). “Customers are starting to demand to be part of the experience, whether for custom prints or short runs, and are pushing the demand. Digital textiles are starting to adapt to that, with more automated workflows.”

That, in turn, is making it easier for apparel brands to print, create, finish, and deliver products faster than ever before. While true personalized apparel is still rare, more and more brands are beginning to test and embrace the concept of offering, for example, a wide range of color choices, with the actual garment not produced until the customer purchases it. This is a prime opportunity for print shops with the right technology and know-how; those with experience in fulfillment will have an even greater advantage, as brands come looking for new ideas to create more options, in less time, while keeping prices reasonable for consumers.

Getting into the apparel space isn’t quite as niche as it might seem at first glance, either, notes Harris. “One thing I find key here is that with one digital printer or technology, your ability to adapt to several markets is a possibility. If you are going to digitally print for apparel, you’re not limited there — you can also do hospitality, interiors, etc., while still supporting your shop’s core values. That agility and flexibility is key; keep an open mind, and be aware of opportunities.”