Personalization has been a major consumer trend in recent years. Beyond conveying feelings of belonging and exclusivity to 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.
According to Paulo Akashi, Sales Director at Brother, a century-old company known for bringing new digital textile printing solutions to the country, this market is booming. “A Grand View Research study on personalization in fashion 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. Demand for items such as clothing, corporate gifts, and personalized accessories is high, driven mainly by e-commerce. This is a key path for those seeking differentiation and attracting consumers with more targeted offerings. Today's technology allows for speed 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 efficient production. This is the case with the 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 growing demand for personalization without compromising delivery times.
"With our solutions, clients 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.
Gen Z Trend
When it comes to personalization, Gen Z is one of the demographics that most seeks customized products, according to a Grand View Research study. Born in the 2000s, these consumers are entering the consumer chain with new preferences: they focus on sustainability, seek to consume less and better, and personalization is a key differentiator. On-demand printing capabilities are increasingly seen as a viable solution, as it combines high color quality and fixation with speed and the possibility of creating unique prints.
"When developing our solutions, we focus on an operating system that combines the flexibility of direct-to-garment (DTG) printing, allowing companies to offer smaller runs without sacrificing quality or cost-effectiveness," emphasizes the Brother executive. Currently, the company serves more than 50 businesses.
