Personalization has been one of the main consumer trends in recent years. In addition to translating feelings of belonging and exclusivity into the purchased items, this type of purchase also stands 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 with the item according to their preference right away.
According to Paulo Akashi, Sales Director at Brother, a century-old company that stands out for bringing new digital textile printing solutions 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 customized products through digital textile printing is expected to reach $43.3 billion by 2030, with a compounded annual growth rate (CAGR) of 9.7% between 2023 and 2030. The demand for items like clothing, corporate gifts, and customized accessories is on the rise, driven mainly by e-commerce. This is a fundamental path for those looking to differentiate themselves and attract consumers with more targeted offerings. Today, technology allows for speed and precision, reducing operational costs to ensure profitability and added value to the items,’ he says.
Launched in 2022, Brother Brazil’s digital printers can serve both small entrepreneurs and large companies, ensuring production efficiency. This is the case with the Brother GTX Pro, a machine capable of printing an item in high resolution in as little as 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 large-scale production. This transforms the consumer experience and boosts business results,’ says Paulo.
Trend Among Gen Z
When it comes to customization, Generation Z is one of the groups that most seeks personalized 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 customization is a key differentiator. The capability for on-demand printing intensifies as a viable solution, as it combines high-quality color and fixation with speed and the possibility of creating unique prints.
‘When developing our solutions, we focused on an operating system that combines the flexibility of direct-to-garment (DTG) printing, allowing companies to offer small batches without compromising quality or cost-effectiveness,’ emphasizes the Brother executive. Currently, more than 50 companies are already served by the company’s solutions.
