Customization has been one of the main consumer trends in recent years. In addition to translating into feelings of belonging and exclusivity for the purchased items, this type of purchase is also standing out for being more economically sustainable for fashion brands: with real-time printing, for example, the need for stock is eliminated, and the customer leaves immediately with the item 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 fashion personalization indicates that the global market for customized products through digital textile printing is expected to reach US$ 43.3 billion by 2030, with a compound annual growth rate (CAGR) of 9.7% between 2023 and 2030. The demand for items such as clothing, corporate gifts, and personalized accessories is on the rise, primarily driven by e-commerce. This is a key path for those seeking to differentiate themselves and attract consumers with more targeted offers. Today, technology enables agility and precision, reducing operational costs to ensure profit and added value to the pieces, it says.
Launched in 2022, Brother Brasil's digital printers can serve both small entrepreneurs and large companies, ensuring efficiency in production. This is the case of the Brother GTX Pro, a machine capable of printing a piece in high resolution in up to 30 seconds, depending on the design and material. This speed allows companies to meet the growing 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 personalization, Generation Z is one of the groups that most seeks customized products, according to the Grand View Research study. These consumers, born in the 2000s, are entering the consumption chain with new preferences: they focus on sustainability, seek to consume less and better, and personalization is a differentiator. The on-demand printing capability intensifies as a viable solution, combining high-quality color fixation with speed and the possibility of creating unique prints.
"While developing our solutions, we focus on an operating system that combines the flexibility of direct-to-garment (DTG) printing systems, allowing companies to offer small runs without sacrificing quality or cost-effectiveness," reinforces the Brother executive.Currently, more than 50 companies are already served by the company's solutions.
