Fashionable personalization drives new business options and special experience for customers

Personalization has been one of the main consumer trends in recent years. In addition to translating feelings of belonging and exclusivity into the acquired pieces, this type of purchase has also been highlighted for being more economically sustainable for fashion brands: with real-time printing, for example, the need for inventory is eliminated and the customer leaves on time with the piece according to their preference

According to Paulo Akashi, Sales Director of Brother, a centennial company that stands out for bringing to the country new solutions for digital textile printing, this market is in full expansion.“A study of Grand View Research on fashion customization points out that the global market of personalized products through digital textile printing should reach US$ 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 in high cost and demand for high-oriented operation is driven by the consumer-value.

Launched in 2022, Brother Brasil digital printers can serve both small entrepreneurs and large companies, ensuring production efficiency.This is the case of Brother GTX Pro, a machine capable of printing a part 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 times.

“With our solutions, customers can produce faster and with higher quality, either 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 most sought after personalized products, according to the study by Grand View Research. These consumers, born in the 2000s, are coming to the consumer chain with new preferences: they focus on sustainability, seek to consume less and better and customization is a differential. The ability to print on demand intensifies as a viable solution, since it combines high color quality and fast fixation and the possibility of creating unique prints.

“When we develop our solutions, we focus on an operating system that brings together the flexibility of the direct fabric printing (DTG) system, allowing companies to offer short runs without loss of quality or cost-benefit”, reinforces the executive of Brother. Currently, more than 50 companies are already served by solutions from the company.