Premiumisation: The Customer Demand Driving Innovation

What made this discussion so valuable was the breadth of expertise around the table.

The panel, hosted by FESPA Textile Ambassador Debbie McKeegan, brought together perspectives from every link in the manufacturing relay race - because, as McKeegan rightly noted, "at every touchpoint of the relay race of manufacture, all of this wisdom and knowledge carries along the supply chain, and without it, we can't move to seamless manufacture."

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”

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"Relying on transactional vendor relationships and outdated legacy equipment is no longer sufficient to secure long-term stability and growth.”

Today’s consumers do not just want a printed t-shirt. They demand high-quality, sustainable, bespoke products delivered with the frictionless transparency of an Uber ride or an Amazon parcel.

“To capture premium margins in this crowded, accelerating marketplace, garment decorators must move beyond apparel and embrace a new frontier of end-to-end automation, hybrid technologies, and ethical production”.

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.

What makes this relationship unique is its foundation in shared problem-solving, rather than traditional supplier relationships. As Nakazato describes it: "We are both fashion designers and engineers, working together as a collaborative, experimental team..."

“Printing technology is evolving rapidly, and staying ahead requires both innovation and adaptability”

Digital garment decoration offers the print industry an accelerating commercial opportunity. It has become a core business segment driven by increasing demand for personalisation, quick turnaround times, and sustainability. Yet, with growth comes challenges. Rivera sheds light on how Fiery and Epson are partnering to not just address these challenges, but also lead innovation in this space.

• Limited Editions & Collaborations: Exclusive product launches and collaborations amplify demand while fostering brand loyalty.

• Event-Specific Apparel: Merchandise for conferences, sports events, and festivals continues to see steady growth.

• Global Markets Expansion: Regions like Asia-Pacific and Latin America represent significant opportunities for growth due to increased online shopping adoption.

• Social Media-Driven Sales: TikTok and Instagram are critical platforms for marketing custom apparel, especially with their ability to showcase unique designs through visual storytelling….