EXPLORING COLOUR MANAGEMENT FOR THE METAVERSE AND OMNI CHANNEL RETAIL TO REDUCE RETURNS
“But the biggest issue for online retailers are returns. An incredible 30-40% of all products sold are returned. This is no surprise to the industry, and online margins are adjusted accordingly. However – we are still manufacturing a huge amount of waste. It is not stock – it is now waste on demand. Many of the items returned will not be deemed fit for re-sale and in the instance of customisation, they will be of no resale value either, as they cannot be resold”. Image credit: Spot Nordic
WRITTEN BY FESPA TEXTILE AMBASSADOR DEBBIE MCKEEGAN
The last few years have delivered many surprises, challenges, and opportunities. All of which have pushed our industry and its stakeholders into new territories.
The biggest of which has to be the growth of ecommerce and a new commercial landscape for retail. Regardless of which industry you serve – online is the new off - and the digital space is accelerating beyond anybody’s imagination.
As new products are introduced, we find ourselves in a new world – a digital world that’s evolving faster than other supporting technologies and pipelines. In the digital space – products are virtual – created offline for online use. Much of this technology has evolved from the gaming industry, but its application and implications for ecommerce retail are immense and the online fashion consumer has high expectations. I first chatted with Michaela Larosse of The Fabricant (you can listen to the podcast here) about NFT’s last year.
What’s an NFT you might ask?
I use the term NFT here to define an entry point into a whole new universe - Non fungible tokens are products that only exist in a digital format. They take on many forms, from Art to Fashion and they exist to decorate a new online portal – The Metaverse. In the Metaverse anything is possible. But behind all the hype is an exploding retail environment, where NFT’s and Digital twins are often available as physical products, a new hybrid for the product designer, and this is where new challenges for manufacturing technology come into play.
Whilst the ecommerce boom has delivered incredible commercial success for many - it’s an environment that is fraught with operational hurdles and manufacturing issues.
But the biggest issue for online retailers are returns. An incredible 30-40% of all products sold are returned. This is no surprise to the industry, and online margins are adjusted accordingly. However – we are still manufacturing a huge amount of waste. It is not stock – it is now waste on demand. Many of the items returned will not be deemed fit for re-sale and in the instance of customisation, they will be of no resale value either, as they cannot be resold.
If we look at the fashion sector, the most common reason for return is incorrect sizing. The second is poor colour and that’s what we will focus on today. The impact of poor colour management must be addressed and resolved if we are to really switch to on-demand manufacturing and accurately replicate the digital twin.
What is the future impact of ecommerce on colour management?
To answer this question and more, we turned to a number of industry experts to ask for their opinions on the issues surrounding colour management that will come to the fore as our industry switches to on-demand production for online sales. If we can improve colour accuracy, we will get closer to the consumers expectations – and reduce returns.
Firstly, we spoke to Mike Scrutton of Adobe and asked him for his thoughts on this subject:
“In a digital world, where the consumer purchases a garment from a website, without seeing it and trying it on before they buy, and where the garment is made “on demand”, it’s imperative that the customer is delighted with the result. Colours (and fit) must meet the customer’s expectations if we’re to avoid returns, which we’re not going to be able to resell if the garment was ‘made-to-order’.
Colour standards need to be used throughout the design and manufacture pipeline, and at present the most reliable way of showing the customer what they’re going to get, is to make samples of the garments with the same colour standards and photograph them – showing the photographs to the customer.
In the future, 3D simulations of the colour standards are possible, but we can only rely on them if we’ve first compared them to physical samples. Describing colour standards using their spectral definition will help, once the end-to-end pipelines support them at every stage”.
In conversation with Louis Prestia of Pantone who explained:
“The impact of eCommerce on colour management has not really developed yet. You would think online customers would buy products online and be unhappy with the colour fidelity of the physical product, to the online representation of it, but that hasn’t really happened. This may be because the customer is still so thrilled with the idea of eComm and free delivery - but it is also probably reduced because of the free return policy of most eComm channels.
Louis continued: “There is a big opportunity here since if the eComm appearance could be colour managed and the customer experienced a better colour match when they review the physical product. This would save the retailer the cost of return and could drive the customer to purchase more from that eComm reseller because they could trust the colour match.”
We asked Ingi Karlsson, MD of Spot Nordic the question: Can we currently calibrate our online viewing colour experience?
“Only if you are using colours that fit within the standard sRGB colour space - which is today the standard colour space for online viewing, - the one that most digital displays are capable of displaying, - even smartphone displays. If you use digital colours for your brand that are outside the colour gamut of sRGB you will only get an incorrect colour for a vast majority of viewers, should you post it online on your website or in your webshop = most viewers will not be able to see the actual colour, until they receive the physical product. With more and more custom-made products of the future there will be more and more need for the colours you see - either on your monitor or in your VR/AR goggles to be a really-close match to the physical product you receive”.
In conversation with Nick Langford, CEO of AVA CAD CAM LTD on the same subject we asked is it’s possible currently, to calibrate our online colour/sales experience?
“The technology exists but is not in widespread use. In order to calibrate a computer monitor to view colour reasonably accurately, you generally need colour management software, a spectrophotometer capable of measuring the colours displayed on the monitor, and a reasonably controlled ambient light environment. Many textile manufacturers have this technology and are already using it to communicate B2B with others in the supply chain. They are unlikely, however, to be using it to communicate colour accurately to consumers because they will assume (almost certainly correctly) that most consumers will be viewing their wares on an uncalibrated monitor or a mobile phone”.
Nick’s comments aligned with my own thoughts and experience on this subject that being – as an industry we are not colour matching our virtual products for online sale, we don’t meet our consumers expectations and therefore we must be manufacturing waste.
But progress is on the horizon, we asked Nick Langford: What does the future hold for colour science and industrial textile production?
“As a first step, I would expect to see calibrated displays appearing more frequently at point of sale – allowing customers to view virtual catalogues with accurate colour. Looking further ahead, I would expect to see the development of ‘self-calibrating’ computer monitors becoming available to consumers at affordable prices”.
So in summary - it would seem that in part, we have the technology, but we don’t have the demand.
Virtual colour calibration for online product replication is its infancy and we are a long way off calculating the true cost of poor colour management. But we do now have a new category for the Metaverse – Virtual. Whether Virtual, Digital or Conventional – we now have three different colour standards that over the next few years must align if we are to have any hope of reducing waste.
Print is no longer defined by the inefficiencies that once characterised it…as advances in production processes and technology have significantly improved its environmental performance.
Taran Rai, Corporate Sustainability Manager at Epson explains why?
The story of what happens when young designers access digital technology is still being written.
What once was a theoretical sustainability goal seems to have shifted into an active regulatory reality.
Is the Textile Market Finally Recovering?
After a difficult few years, there are genuine reasons for optimism. Duncan was candid about the challenges: "The market for textiles has been very difficult over the last three years. I'm not going to hide the truth there. But the tide is turning.“
A profound shift is currently reshaping the sector
Changing consumer expectations demand greater design diversity, faster turnaround times, and sustainable manufacturing practices.
To thrive, interior brands must adapt their supply chains, bringing production closer to the end consumer and moving away from bulk manufacturing.
Digital textile printing offers a definitive solution to these operational bottlenecks.
Digital transformation doesn't announce itself.
It accumulates - one innovation at a time - until an entire industry looks back and realises the ground has shifted beneath its feet. That's precisely where textiles stands today.
The conversations happening now about AI, automation, sustainability, and digital product passports are not theoretical. They are shaping decisions being made on factory floors and in boardrooms right now.
“By leveraging advanced digital textile printing, Marylene Madou has successfully merged traditional craftsmanship with cutting-edge technology. Her approach offers a blueprint for how independent designers can scale their brands globally while maintaining a minimal environmental footprint.”
From Helsinki's printing mill to Paris's Le Marais, discover how Marimekko is scaling a design-led brand with purpose, craft, and bold innovation.
But what makes Marimekko's story compelling is not just its aesthetic legacy?
The textile industry is undergoing a vital transformation. As the insights from Techtextil and Texprocess reveal, the path forward relies on a combination of sustainable hardware, intelligent chemistry, and seamless digital workflows.
From Zimmer's industrial-scale energy reductions and Stratasys's on-demand 3D embellishments, to Kornit's single-step technical printing and the unified digital ecosystems of NedGraphics and Optitex, the tools for change are here. To stay competitive, brands and manufacturers must adopt these innovations, moving away from fragmented, wasteful processes towards a truly connected, circular economy.
Friedmans stands as a testament to the power of combining traditional textile knowledge with forward-thinking innovation.
“Operating from their UK headquarters, Friedmans now serves a diverse array of sectors, including swimwear, dance, entertainment, sportswear, interior decor, prosthetics, and even pet apparel. With a strategic supply chain that reliably serves clients worldwide”
The apparel decoration industry is decisively moving away from isolated, analogue production tools toward connected digital manufacturing environments.
"Kornit’s unwavering commitment to transformative technology continues to disrupt the status quo. For business leaders and innovators ready to capture the future of apparel manufacturing, the path forward is clear”
The Urgent Need for Sustainability at Scale
The transformation at Coats provides a vital blueprint for the wider textile and apparel sector. True sustainability cannot be achieved in silos. As Dearing emphasised:
“Cross-industry collaboration is the engine of meaningful change. Brands, machinery suppliers, chemical providers, and fibre producers must act as an interconnected ecosystem”
Today’s customers demand superior product quality, real-time data visibility, and lightning-fast turnaround times.
For large-scale garment decorators, managing these expectations while balancing seasonal demand fluctuations - such as the massive surges seen during Black Friday - presents a monumental challenge.
"Relying on transactional vendor relationships and outdated legacy equipment is no longer sufficient to secure long-term stability and growth.”
Printing method is never a secondary detail. It shapes the entire life cycle of a product, from concept to customer. In today’s fashion industry, where margins are tighter and speed matters more than ever, technical knowledge has become a competitive advantage.
“The future of textile design belongs to professionals who can combine creativity with execution, aesthetics with practicality, and vision with production reality”.
Are we witnessing the reinvention of Merch driven by adaptive, digital technologies?
The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.
Powderless DTF is an important area of innovation. It deserves research, investment, and thoughtful development.
“But at its current stage, it often feels like the industry is attempting to commercialize the concept ahead of the underlying chemistry and system readiness”.
All Apparel Manufacturers face an Urgent Mandate: “Automate or be Left Behind”.
Industry leaders like Super Nova Sports and Ryozo International were struggling with severe pre-press bottlenecks and unsustainable fabric waste. By integrating AI Sublimation Software into their workflows, these forward-thinking businesses eliminated manual variable data entry, boosted fabric efficiency to over 80%, and reduced delivery times by more than half, establishing a highly profitable, agile, and environmentally responsible production model.
The Future of Manufacturing belongs to those who Embrace Connected Digital Ecosystems
“Whether you produce garments, car interiors, or home furnishings, the transition from creative concept to production-ready product often remains fragmented. Design teams work tirelessly to develop compelling materials, yet technical teams struggle to interpret these visions without losing data along the way.”
The European digital wallcovering marketplace is expanding at an impressive rate.
“For print professionals and interior designers, this transition presents a distinct set of challenges. Achieving flawless colour consistency, managing complex substrates, and meeting stringent environmental standards are no longer optional extras; they are fundamental requirements for commercial success.”
If you're looking to optimize your website for AI search, hang onto your cowboy hat. It's the Wild West out there. Former (and current) SEO companies see the handwriting on the wall as more search moves from traditional SEO to AEO (answer engine optimisation). Opportunists are popping out of the woodwork.
(There are good options out there, but vet them carefully.)
A swimsuit might start life as a sketch. By the time it reaches the shop floor, dozens of hands have touched it - designers, dye houses, printers, trim manufacturers, quality controllers. Each one interprets colour in their own way, under their own conditions, with their own tools. The result is often a product that looks nothing like the original vision.
Las Vegas, NV – August 2026 – Durst Graphics has announced its participation in PRINTING United Expo 2026, taking place from 23–25 September in Las Vegas.
The company will use the event to present its latest advances in digital printing, software, and finishing solutions across multiple booths in partnership with key industry players.
Visitors can find Durst Group at Booth C1614, where the P5 Series will be on live display.
The showcase will highlight the practical applications of three flagship systems: the P5 350 CORE, the P5 350 HS, and the P5 350 HSR —
Lewisville Tx – August 2026 – Antigro Designer has announced the successful integration of its Sticker Builder tool into the Decals On Demand product page, operated by KRP Group USA.
The integration eliminates the need for customers to leave the Shopify storefront or engage in lengthy email exchanges, streamlining the entire custom decal ordering process into three simple steps.
Birmingham, UK – August 2026 – Epson UK & Ireland has announced its sponsorship of the inaugural Print Award for Best Wide Format Project at this year's The Print Show, taking place at the NEC Birmingham from 29 September to 1 October 2026.
The new award category recognises excellence in wide format print and reflects the growing importance of this segment within the broader print industry.
Frankfurt, Germany – 4 August 2026 – Heimtextil, the world's leading international trade fair for home and contract textiles, has announced the launch of 'Comfort & Connect', a new dedicated area for high-quality bed, bath and lifestyle collections.
Located in the foyer of Hall 5.1, the space will serve as a central meeting point for established brands, returning exhibitors and international buyers.
The new area marks the second targeted expansion of Heimtextil's Bed, Bath & Living offering, following the success of the 'Sleep & Meet' format.
Dorking – UK – August 2026 – The FESPA Awards 2027 are set to open for entries, inviting print and signage professionals from around the world to showcase their finest work on the industry's most prestigious global stage.
With an early bird deadline of 31 August 2026 and a final entry deadline of 2 December 2026, the call is clear: the time to prepare is now
London – UK – August 2026 – Vivid Technologies has announced that its flagship product, Razar, has been shortlisted in the Manufacturing category of the prestigious Stationers' Innovation Excellence Awards 2026.
The nomination recognises Razar as a standout example of forward-thinking innovation within the manufacturing sector.
Clay Cross – August 2026 – Resolute DTF has announced it will take a prominent stand at The Print Show 2026, held at the NEC Birmingham from Tuesday, 29 September 2026.
The company will also maintain a presence at The Sign Show, which is co-locating with the event, marking a significant dual appearance for the brand at one of the UK's most anticipated print industry exhibitions
Regensburg, Germany – August 2026 – OneVision has announced the release of software version 26.2, marking a significant step forward in intelligent print automation.
The update introduces new artificial intelligence capabilities, expanded Variable Data Printing (VDP) functionality, and enhanced production monitoring tools designed to help print service providers increase efficiency and output quality.
Version 26.2 introduces a suite of AI Services that seamlessly integrate GPU-accelerated artificial intelligence into existing print production workflows.
SOUTH NORMANTON, UK – August 2026 – Sun Chemical has announced that its Xennia Sapphire pigment inks for digital textile printing have received three of the industry's most sought-after regulatory certifications: GOTS (Global Organic Textile Standard), ECO-PASSPORT, and ZDHC (Zero Discharge of Hazardous Chemicals).
The achievement positions Sun Chemical as a frontrunner in sustainable and compliant digital textile printing solutions.
London UK – July – 2026 – British digital fabric printing company Prinfab has been commissioned to produce a commemorative tea towel to celebrate the landmark birthday of iconic English fashion designer Sir Paul Smith.
Manchester – August 2026 – Premier Digital Textiles today highlights its 2555 Dimout, a versatile, dual-purpose fabric designed to bridge the worlds of fashion and interior design.
With its distinctive silver finish and subtle sheen, the fabric is positioned as a premium material for designers and makers operating across both industries.
2555 Dimout features a smooth silver surface that lends itself naturally to elegant occasionwear, flowing garments, and bold statement pieces.
Its fluid drape and refined aesthetic make it particularly well-suited to summer collections, where lightness and visual impact are equally valued.
Oswestry – Shropshire – August 2026 - Fujifilm Ink, the UK-based global supplier of UV inkjet technology, has strengthened its partnership with China Print Supplies UK Ltd (CPS), becoming the recognised ink supplier for the company's range of Dlican UV printing systems.
The partnership follows the successful rollout of Fujifilm Ink's thermoforming flexible ink technology, reinforcing the company's commitment to delivering high-performance, application-specific ink solutions for the wide-format print market.
Birmingham, UK – July 2026 – swissQprint UK is set to exhibit at The Print Show 2026, taking place from 29 September to 1 October at the NEC in Birmingham, Great Britain.
Visitors can find the swissQprint UK team at Stand P420, where they will have the opportunity to experience the company's latest flatbed printing technology firsthand.
Paris, France – August 2026 – Optitex and NedGraphics will present their integrated design and manufacturing solutions at Première Vision Paris, taking place from 1st to 3rd September 2026 at Parc des Expositions, Paris Nord Villepinte, France.
Visitors can find the companies at Booth 3L11 in Hall 3, Smart Creation Area.
The joint appearance marks a significant opportunity for textile brands and manufacturers to experience first-hand how NedGraphics and Optitex deliver a unified workflow — one that connects textile design, colour refinement, and end product development within a single, seamless process.
Emmerich am Rhein, Nordrhein-Westfalen – August 2026 – Brother Industrial EMEA has announced the launch of its GTX300, a hybrid direct-to-garment (DTG) and direct-to-film (DTF) garment printer that the company says sets a new benchmark for textile print quality.
To mark the occasion, Brother Industrial EMEA is offering eligible print professionals across the EMEA region a complimentary demo package to experience the printer's capabilities firsthand.
FREMONT, CA. August , 2026 – Fiery, a global leader in digital printing technology, has announced the launch of a new free online course designed to help print professionals master colour management for direct-to-film (DTF), direct-to-garment (DTG), and UV printing workflows.
The course, Fiery Specialty Production 301 v1: Colour Management Basics in Digital Factory, is now available on Fiery's learning platform at no cost.
Geretsried, Bavaria, August 2026 – RUDOLF, a leading textile chemistry company, has announced the launch of its Summer Campaign, a dedicated series exploring advanced finishing technologies designed to enhance the performance, comfort, and protection of swimwear and summer apparel.
The campaign arrives at a time when the demands placed on modern swimwear are greater than ever. Prolonged sun exposure, repeated contact with water, and the physical demands of summer activities require textiles that go beyond attractive design.
RUDOLF's Summer Campaign aims to demonstrate how the right finishing technologies can meet these challenges head-on.
Frankfurt, Germany – August 2026 – Heimtextil, the world's leading trade fair for home and contract textiles, has announced the launch of the Italian Lounge, a dedicated exhibition space celebrating Italian craftsmanship at its 2027 edition.
Taking place from 12 to 15 January in Frankfurt, the Italian Lounge will be located in the heart of Hall 4.1 and will bring together manufacturers of decorative and furniture fabrics, leather, and fibres and yarns under one roof
Pembrokeshire, Wales – August 2026 – National Weaving, a family-owned textile manufacturer with nearly four decades of experience, was honoured to receive a visit from HRH The Princess Royal, President of the UK Fashion & Textile Association (UKFT), at its Pembrokeshire facility.
The visit celebrated the company's longstanding contribution to British textile manufacturing and its commitment to combining traditional craftsmanship with modern, sustainable production methods.
PHILADELPHIA – July 2026 – PRINTING United Alliance, in partnership with The Foundation for Graphic Communication Education (The FGCE), continues to expand its popular Student Day experience at PRINTING United Expo 2026, taking place Thursday, September 24, at the Las Vegas Convention Center.
Designed to introduce students to the limitless career opportunities across the printing industry, this year's program will feature enhanced career development programming, expanded mentorship opportunities, and greater one-on-one engagement with industry professionals throughout the day's activities.
Dublin, Ireland – July 2026 – digitalprint.ie, Ireland's trusted supplier of wide format printing equipment and media, has completed the delivery and installation of two Epson SureColor S9100 printers to long-standing customer iGraphic, based in Newtownards.
The installation, which required careful planning and specialist logistics to position both machines on a first-floor mezzanine, marks another milestone in a valued, ongoing partnership.
Johannesburg – July – 2026 Experience the latest digital printing, vehicle wrapping and paint protection films at the FESPA Africa and Sign Africa Johannesburg Expo, where industry meets opportunity.
The event is taking place from 8-10 September 2026.
Arhus – Denmark – July 2026 – Mikkelsen Innovation ApS has announced that its FASTSEWN™ 3.3M has been named the recipient of the 2026 Pinnacle Award in the Technology category by PRINTING United Alliance.
The recognition highlights the machine's role in automating the final manual step in textile graphics production, combining automated sewing and laser cutting with keder application for silicone edge graphics (SEG).
Barbieri electronics is strengthening its leadership team as the company prepares for its next phase of development.
With Viktor Lazzeri, who has played a key leadership role within the company for many years and is well known to customers and partners as Chief Operating Officer, Barbieri has appointed him COO and Co-Managing Director, further strengthening its leadership capacity to support innovation, international growth and even closer customer relationships.
Altrincham – Cheshire – July 2026 - Friedmans Ltd and Funki Fabrics have announced the arrival of new print designs, expanding their existing collection with a fresh range of trend-led prints available across a broad selection of premium fabric bases.
The launch offers fashion designers, production teams, and creative professionals a timely opportunity to explore new possibilities for their upcoming collections.
Leicestershire - July 2026 – Vivid Laminating Technologies is pleased to announce that HG Graphics, a leading provider of building signage and vehicle wraps across Yorkshire and the UK, has invested in a fully integrated print and cutting solution combining the VelobladeNexus with the latest Onyx Graphics software.
The installation, supplied and commissioned by Vivid Laminating Technologies, sees three printers feeding directly into HG Graphics' new VelobladeNexus with auto tool change — all operating under full Onyx Graphics software integration. The solution was delivered and set up on-site as part of a complete, ready-to-run installation
Wednesday, July 29, 2026 - RENNES, France—Pointcarre, the French American textile CAD company known for its jacquard and dobby weaving software, has developed a new module dedicated to wall to wall carpet and carpet tile design.
The launch addresses a gap left when APSO, the longtime CAD platform for the tufting industry, discontinued its software more than two years ago, leaving mills and carpet designers without a clear path forward.
Accrington, UK, July 29, 2026: Soyang Europe has expanded its direct-to-film (DTF) range with the launch of a paper-based transfer media that offers an environmentally conscious alternative to conventional PET transfer film.
Named Soyang DTF Paper, the new product is a single-sided release-coated transfer paper featuring anti-static treatment and a hot-peel release.
Designed for use with digital inkjet DTF printers running water-based pigment inks, the media can be recycled through standard paper waste streams, helping print businesses reduce plastic waste.
London – July 2026 – Perfect Colours, a leader in print management solutions, has highlighted the availability of Print Factory, a unified Raster Image Processor (RIP) designed to deliver consistent, high-quality colour output across multiple printers.
The solution addresses one of the print industry's most persistent challenges: maintaining colour accuracy and consistency across different devices and workflows.
Las Vegas, NV – July 2026 – Caldera, a leading provider of print workflow software solutions, has announced its participation in PRINTING United Expo 2026, taking place 23–25 September 2026 at the Las Vegas Convention Center.
Visitors can find Caldera at Booth C1469, where the company will showcase its latest innovations in print workflow automation, colour management, and apparel decoration.