Why Don’t Decorators Use The Latest Technology
Last year, online fashion accounted for nearly 20% of retail e-commerce sales in the United States – a total of more than $458 billion. This massive sum of business is changing expectations for apparel customers, who thirst for on-demand personalized garments that can be manufactured in small quantities and delivered at incredible speeds. “Online shopping has turned the idea of supply and demand on its head,” says Omer Kulka, VP of marketing and product strategy for Kornit, which manufactures digital inkjet printers for the apparel decoration industry. “Instead of selling what we’ve already manufactured, we’re being asked to manufacture what we’ve already sold.”
The truth is this emerging model can be difficult to capture with screen printing and other manual decoration methods. By contrast, digital techniques such as direct-to-garment printing (DTG) and sublimation are perfect for it; they deliver quick, customized designs with one-piece minimums, conveniently leaving room for constantly changing apparel trends.