Dig­i­tal Print­ing is the talk of the day

What the fu­ture holds… and prom­ises

Apparel Online - - Content -

“Dig­i­tal print­ing is the best gift of the ac­cel­er­ated global rev­o­lu­tion”. Speak­ing about its swiftly spread­ing pop­u­lar­ity across the world, Navdeep S. Sodhi, Part­ner, Gherzi Tex­til Or­ga­ni­za­tion, Zurich/Gherzi Con­sult­ing En­gi­neers, Mum­bai...

Fash­ion of the fu­ture has a best friend named cus­tomiza­tion – from the prints and colours that we opt to wear, to the sizes and shapes that best suit us, fash­ion in­creas­ingly is more about feel­ing at home with one­self, rather than bla­tantly fol­low­ing trends. The fash­ion in­dus­try, on the whole, is going through a rev­o­lu­tion of sorts with re­spect to the ‘see-now-buynow’ strat­egy. Prod­ucts from the run­way hit stores and ul­ti­mately wardrobes of the con­sumers, faster than ever. This trend is a di­rect re­flec­tion of the fact that fash­ion events and trends have be­come in­creas­ingly con­sumer­fac­ing in the age of dig­i­tal and so­cial me­dia. The strat­egy fills the gap wherein the con­sumer pre­vi­ously had to wait 6 months to pur­chase a gar­ment, but now can lit­er­ally ‘see and then pro­ceed’ to ‘buy’ them in­stantly. De­sign­ers and high fash­ion brands are look­ing out to cap­i­tal­ize on the hype cre­ated around this sce­nario to not only tap into their cus­tomers’ de­mands, but to also bat­tle the hin­drances cre­ated by fast fash­ion brands that come out with knock-offs at the drop of a hat. How­ever, this en­tire change in at­ti­tude and busi­ness ideals calls for a ma­jor shift in the pro­duc­tion time­line. Prints and pat­terns are cru­cial el­e­ments in this chain. With the time and ef­fort in­volved in tra­di­tional screen-print­ing, quite a hefty num­ber of de­sign­ers and man­u­fac­tur­ers are in­creas­ingly look­ing at dig­i­tal print­ing op­tions which com­par­a­tively pos­sess a shorter time­line. As op­posed to its coun­ter­part, dig­i­tal print­ing also en­sures a higher qual­ity, more unique de­signs at scale and a myr­iad of colours and hues. The cost per­for­mance for small pro­duc­tion runs also trans­lates into looks that can be cre­ated on a scale of one – rather than thou­sands. This di­rectly caters to in­di­vid­ual cus­tomers’ de­mands by pro­duc­ing per­son­al­ized de­signs. Still a rel­a­tively new tech­ni­cal de­vel­op­ment in the do­main of fash­ion tex­tiles, the com­ing years seem like a rous­ing pe­riod for dig­i­tal tex­tile print­ing. How­ever, as this sec­tor ex­pe­ri­ences a boom within the in­dus­try, es­pe­cially with a sig­nif­i­cant dip in the cost of ink and print pro­duc­tion, it stands the chance of be­com­ing a com­mon­place within the world of tex­tile print­ing. Gar­ments such as T-shirts, shirts and dresses might serve as the most com­mon ap­pli­ca­tions in dig­i­tally printed tex­tiles but what re­mains to be seen is the out­reach of this par­tic­u­lar mode of print­ing and where it leads to. Here, we have put to­gether trends in the dig­i­tal print do­main which will im­pact the ap­proach­ing Spring/ Sum­mer 2018 season in a big way, lay­ing a foun­da­tion for the fu­ture of this promis­ing sec­tor…

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