The global coronavirus pandemic has accelerated demand for direct to garment printing (DTG), according to digital printing firm Kornit Digital.

A recent webinar hosted by Phil Oakley, UK&I country manager, Scott Walton, European sales manager EMEA with the CEO of Fashion-Enter Ltd Jenny Holloway, saw the firms explore this further.

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According to Kornit, annual printing impressions are 11.5bn for brands and private labels, 1bn for customised designs and 2.5bn for promotional products. 

Kornit said growth is being driven in a number of ways including enhanced e-commerce and changing consumer habits, adding sustainability is another key driver of migration to on-demand printing.

In addition, the global pandemic has changed ways of working with a need for faster decisions, something the DTG market aims to cater to.

“The vision is to get to a textile industry that is clear and smart, that is close to the customer, that’s on-demand, on-time, and really is hyper-sustainable,” explained Oakley.

The presentation demonstrated a stylised version of on-demand fashion.

Both parties agreed that in the future, the garment industry could see the emergence of more “micro-factories” or a network of fulfillers closely located to the consumer.

It enables lean and simple inventory management and low manufacturing costs to create high margins. It also makes simple and effective quality control possible.

“An effective on-demand manufacturing process is the missing piece for true complete digital transformation…On-demand and just-in-time fashion is sustainable by nature. It can help revolutionise an entire industry with a significantly lower environmental footprint,” Oakley added.