Kornit Digital regional manager Ashley Playford-Browne discusses the opportunities of customisation.
In this final article in a series written by Kornit Digital, I will dive deeper into customisation.
While digital production undoubtedly benefits supply chain, it also delivers a product that meets consumers insatiable desire to stand out – customisation.
This article is based on the context of the market as we knew it, pre COVID-19.
With this pandemic, comes ever increasing uncertainty on what the market will look like when it will return to ‘business as usual’. We are rapidly entering a new way of life and now more than ever is the time to change and innovate for the future of our industry.
Give the consumer what they want and when they want it; sounds easy, right? This is the great challenge customisation creates.
Provide the consumer with enough options to customise without it taking too much of their time, then deliver the goods in a timely manner with every item you produce being unique. It’s a massive challenge but with massive benefits.
Statistics show that one in three consumers want the ability to customise their product and one in five are willing to pay more for it.
Self-expression is the key driver for this trend, consumers don’t want off the hanger anymore they want unique and they want it now, with 20% of consumers willing to pay more for faster delivery.
If we put all of this together we achieve a customised product with next day delivery - what a proposition that would be?
There are different routes that can be taken in customisation all with their benefits but ultimately it depends on your customers and to what degree you are willing to allow them to customise your brand.
In its basic form customisation allows the consumer the choice of design A to be applied to clothing style B in size C.
What that means in production terms is you hold selected styles and colours and have a library of designs that the consumer can pick, which is then applied at the time of order.
By holding limited inventory you can create 100s if not 1,000s of different SKUs based on what the client wants, allowing the consumer to have far more choice than buying off the rack, creating a unique bond between the brand and consumer.
The ultimate in customisation is where we take the exact measurements of the consumer and literally tailor the clothing to their unique body type and apply it to their chosen style and colour palette.
This is an area which I believe will revolutionise the fashion industry, just like fast fashion changed the way we consume textiles. It offers high end tailored fashion but on a mass scale which is only possible due to technological advancements.
Digital technology allows you to create individual items on a mass scale, with zero machine setup time.
When you manufacture goods with digital technology it does not care if you are producing one creative x 500 units or 500 creatives x one unit, the process is the same and the production time is the same.
Digital technology has been around for several years but recent advancements in print quality and speed are making it a real alternative to analogue production.
We can now offer analogue comparable prints in terms of wash fastness, rub fastness and the hand feel. Plus, digital has the added benefit of being able to produce any design with no limitations of colours or graduations.
I’m a proud employee of Kornit Digital and it’s our vision to re-imagine the textile industry for the future, one that allows us all to express who we are in a manner that does not impact our precious planet and removes the inventory risk from retail and brands.
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