The benefits of digital printing, in general, include the ability to economically produce short runs and customize products, thus limiting costly inventory. When you consider the world of textiles, where products can go out of fashion quickly and people look to personalize the clothes they wear, digital printing is ideal.
 
Not surprisingly, designers and brand owners are among the most enthusiastic proponents of digital textile printing. Simon Daplyn, product and marketing manager, Sun Chemical, observed that designers and brands are typically very enthusiastic about the potential of digital print for textiles for several reasons.

“First, digital printing offers scope for customization and design flexibility with far fewer limitations on color, detail and differentiation,” said Daplyn. “Digital design and the ability to print short runs also helps democratize fashion by allowing new designers to enter the market with fewer obstacles or to start online fashion or fulfillment brands without a large factory or upfront investment.

“Additionally, digital technology allows on-demand production, which enables brands and designers to react more quickly to trends and have a more flexible stocking policy,” Daplyn added. “Sustainability is a key topic for all textile brands, and the ability of digital print to reduce waste by using less water and energy and cutting CO2 emissions helps them better meet their goals.”

Micol Gamba, product marketing and textile director for EFI, noted that brands and designers are always enthusiastic about the creative possibilities offered by new technologies. For EFI, this constitutes a strong motivation for the constant development of always new products that can increase the added value of the final printed product.

“Offering sustainable collections is one of the drivers that many designers and brand owners are pursuing,” Gamba noted. “Also, the possibility to add special effects, like white, metallic effects, and 3D-like textures, are product innovations that creatives and designers are looking forward to seeing as an established technology in digital printing.”

Paul Edwards, VP of the Digital Division of INX International Ink, reported that designers and brand owners really benefit from the advantages of digital printing technology.

“Brand owners can take lower risks with new collections and can market new ideas and concepts very quickly,” Edwards said. “The marketing departments of brand owners can be much more active in differentiating their products and reacting to changes in trends and interests from their customers. From the designer’s perspective, they can be less constrained in their creativity and can provide many more options to brands.”

Lily Hunter, product manager, Professional Imaging, Epson America Inc., said that once designers become familiar with the technology, they are often impressed by the clarity of the designs.

“Digital fabric printing, regardless of the method used, produces textiles with exceptional detail and sharpness that traditional dyeing methods can’t match,” Hunter added. “For those creating photo-realistic designs or incorporating text into their fabric, digital printing ensures that every design feature stands out with remarkable detail.

“Additionally, designers and brand owners are also very impressed with how streamlined the digital printing process has become,” she noted. “With the right setup, it offers a turnkey solution, enabling print shop owners to be printing high-quality sellable goods quickly without requiring additional set up support and maintenance.”

Kitt Jones, business development and co-creation manager, Roland DGA, said that a lot of designers and brand owners appreciate the high level of customization that digital printing offers.

“It allows them to create unique, personalized designs that can cater to niche markets or individual customer preferences,” Jones noted. “This capability is particularly valuable for designers looking to stand out with exclusive collections. Designers and brands often highlight the advantage of faster production cycles, which helps them respond more rapidly to market trends and consumer demands. While the cost efficiency of digital printing for short runs can be more cost-effective for small runs and prototypes, for large-scale production it can be more effective to go with larger digital printers or more traditional methods.”

Jones observed that another aspect of digital printing for textile applications that designers and brand owners really appreciate is the flexibility this method allows.

“This is a major draw, as designers appreciate the freedom to experiment with patterns, colors, and textures that might be challenging or expensive to achieve with traditional techniques,” Jones said.

“We are also hearing about concerns some designers and brand owners have about jumping into digital textile printing, such as the learning curve involved, how to best use the technology, and how to integrate it into their existing workflows,” added Jones. “These are areas where Roland DG’s devices really stand out, as they are known for their ease of use, quick set up, and easy integration. We also provide new customers with peace of mind, providing assurance that we’ll be with them every step of the way to ensure their success.”