Customization has been one of the main consumption trends in recent years. In addition to conveying feelings of belonging and exclusivity to the acquired pieces, this type of purchase has also been standing out for being more economically sustainable for fashion brands: with real-time printing, for example, the need for inventory is eliminated, and the customer leaves instantly with the piece according to their preference.
According to Paulo Akashi, Sales Director of Brother, a century-old company that stands out for bringing new solutions for digital textile printing to the country, this market is in full expansion. “A study by Grand View Research on customization in fashion indicates that the global market for personalized products through digital textile printing is expected to reach $43.3 billion by 2030, with a compound annual growth rate (CAGR) of 9.7% between 2023 and 2030. And the demand for items such as clothing, corporate gifts, and personalized accessories is high, mainly driven by e-commerce. This is a fundamental path for those looking to differentiate and attract consumers with more targeted offers. Today’s technology allows agility and precision, reducing operating costs to ensure profit and added value to the pieces,” he says.
Launched in 2022, Brother Brazil’s digital printers can serve both small entrepreneurs and large companies, ensuring efficiency in production. This is the case with Brother GTX Pro, a machine capable of printing a high-resolution piece in up to 30 seconds, depending on the design and material. This speed allows companies to meet the increasing demand for customization without compromising delivery deadlines.
“With our solutions, customers can produce faster and with higher quality, whether for a single order or on a large scale. This transforms the consumer experience and enhances business results,” says Paulo.
Trend among Gen Z
When it comes to customization, Generation Z is one of the groups that seeks personalized products the most, according to the Grand View Research study. These consumers, born in the 2000s, are entering the consumer chain with new preferences: they focus on sustainability, aim to consume less and better, and customization is a differentiator. The ability for on-demand printing intensifies as a viable solution, as it combines high color quality and fixation with speed and the possibility of creating unique patterns.
“When developing our solutions, we focus on an operating system that combines the flexibility of direct-to-garment (DTG) printing, allowing companies to offer small print runs without a loss in quality or cost-benefit,” reinforces the Brother executive. Currently, over 50 companies are already served by the company’s solutions.
