Democratising Design: How On-Demand Customisation is Transforming the Apparel Value Chain
The Changing Landscape of Fashion Design and Manufacturing
For decades, the apparel industry has relied on rigid supply chains and high-volume manufacturing to meet consumer demand. While this model delivered affordable fast-fashion, it came at a cost—overproduction, significant textile waste, and a lack of personalisation in what customers wear.
On-demand customisation offers a radically different approach. By leveraging digital design and printing technologies, brands can now create apparel tailored to individual tastes, produced only when needed.
WRITTEN BY FESPA TEXTILE AMBASSADOR DEBBIE MCKEEGAN
What if the fashion industry wasn’t dictated by mass production and limited choices, but by personalisation, efficiency, and sustainability? Enter the era of on-demand customisation, powered by advanced digital technologies, redefining how apparel is designed, produced, and delivered. For the fashion professionals keeping an eye on industry trends, this isn’t just an idea for the future; it’s happening now and reshaping the sector more dynamically than ever before.
The Changing Landscape of Fashion Design and Manufacturing
For decades, the apparel industry has relied on rigid supply chains and high-volume manufacturing to meet consumer demand. While this model delivered affordable fast-fashion, it came at a cost—overproduction, significant textile waste, and a lack of personalisation in what customers wear.
On-demand customisation offers a radically different approach. By leveraging digital design and printing technologies, brands can now create apparel tailored to individual tastes, produced only when needed. This not only cuts down on waste but also allows creative freedom and unique experiences for the consumer. Fashion is no longer just about mass appeal; it’s about designing for the individual.
The Technologies Making It Possible: Digital transformation is at the heart of on-demand fashion. Several critical technologies are driving this revolution along the value chain, from concept to final product.
Digital Printing: Digital printing methods, such as Direct-to-Garment (DTG), Digital Roll-to-Roll and Transfer Sublimation printing, have reduced setup times, eliminated the need for extensive physical screens, and enabled full-colour, high-definition designs. This gives designers an almost limitless canvas to create intricate patterns while minimising water usage and harmful chemicals in the process.
AI and Automation: Artificial Intelligence (AI) is empowering apparel brands to streamline their processes. Algorithms can predict consumer preferences, helping brands curate bespoke designs. AI also ensures operational efficiency—from automated pattern cutting to optimised production timelines.
3D Sampling and Virtual Fitting: Digital prototyping with 3D sampling software allows brands to visualise designs in real-time, saving time and material waste. Virtual fitting tools further reduce the notoriously wasteful sampling process by providing accurate simulations of garment fit and drape.
Advanced Supply Chain Solutions: Digital supply chain platforms provide visibility and transparency, allowing brands to coordinate localised production closer to the demand centres. This decentralised approach reduces shipping emissions and ensures quicker turnarounds.
Industry Challenges and Key Insights
While the promise of democratised design is appealing, implementing on-demand customisation is not without its hurdles. Fashion professionals and manufacturers face several pressing challenges:
Bridging the Digital Skills Gap: Transitioning to digital tools necessitates a workforce equipped with the knowledge to operate them. Many design teams lack training in digital printing, AI tools, or 3D sampling technologies, which slows adoption. Upskilling talent through targeted training programmes and collaborations with educational institutions is essential.
Managing Sustainability at Scale: Sustainability isn’t just about using eco-friendly fabrics; it’s also about minimising waste across the value chain. Without clear strategies around overproduction, logistics, and waste management, brands risk greenwashing rather than achieving actual environmental impact.
Leveraging Consumer Demand for Personalisation: Consumers increasingly value personalised fashion options, yet brands often struggle to integrate personalisation without disrupting existing workflows and production costs. Early adopters employing modular design systems are already seeing measurable success.
Cost and Infrastructure Constraints: Adopting digital design and printing technologies often requires significant upfront investment, which can deter smaller players. Shared resources, co-working manufacturer hubs, and scalable platforms will help reduce this barrier to entry.
The Opportunities Are Boundless: Despite its challenges, on-demand customisation represents a massive opportunity for growth and innovation. Here's why the future of apparel design and manufacturing looks brighter than ever before:
Sustainability as a Competitor’s Advantage: Ethical production is fast becoming a non-negotiable in fashion. By prioritising on-demand manufacturing and reducing surplus waste, brands can not only meet global sustainability goals but also enhance their reputation and create loyal customer bases.
Unlocking New Revenue Streams: A personalised design model opens doors to higher-margin products, such as limited-edition pieces and customer-curated collections. Brands have already shown that consumers are willing to pay a premium for individuality.
Enhanced Consumer Experiences: With ultra-customised designs, brands can foster deeper emotional connections with customers. Offering co-creation tools, virtual design studios, or direct input into print patterns creates a powerful sense of ownership for shoppers.
Growth of Digital-Only Apparel: The rise of virtual fashion in the metaverse has introduced digital-only apparel, further enhancing customisation opportunities while minimising the environmental impact of physical product creation.
Driving Change Across the Value Chain: True democratisation of design requires the entire apparel value chain to evolve. Digital design tools, on-demand production facilities, and efficient supply chains must work seamlessly to create the personalised, sustainable future consumers are asking for.
For high-street retailers and e-commerce brands, digitising design processes is no longer optional; it’s imperative. By adopting technologies like digital textile printing and shorter production cycles, businesses can react to trends in real-time, without the burden of excessive inventory.
At the same time, textile innovators and manufacturers must integrate sustainable practices, such as circular fashion programmes or waterless printing technologies, to stay competitive in an eco-conscious marketplace.
Join the Conversation: The shift toward democratised design calls for bold thinkers, innovative solutions, and a community of changemakers.
That’s why we’re thrilled to invite you to SmartHub at the FESPA Global Expo 2025 in Berlin: Join us at the Smart theatre to listen and learn from the many experts and industry specialists contributing to our talk programme. Connect with industry-leading digital specialists, technology providers, textile pioneers, and on-demand manufacturers who are paving the path forward. Explore cutting-edge technologies, uncover emerging trends, and step into the future of printed apparel.
Innovation starts here. See you in Berlin!
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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”
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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”.
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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.”
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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.
The bespoke piece features hand-drawn self-portraits of nearly 800 members of his team, making it a truly unique tribute to one of Britain's most celebrated designers.
The tea towel, gifted to Sir Paul Smith by his team, showcases the creative spirit that has long defined the Paul Smith brand.
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.
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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.
Ghent – Belgium – July 2026 – Kongsberg Precision Cutting Systems (Kongsberg PCS), a leading provider of digital cutting solutions, is calling on print, signage, and packaging businesses to embrace advanced materials as a strategic pathway to new markets, higher-value products, and more sustainable growth.
As competitive pressures intensify across the manufacturing sector, Kongsberg PCS is positioning its versatile, high-performance digital cutting solutions as essential tools for businesses looking to expand their capabilities and future-proof their operations.
The company's message is clear: businesses that invest in advanced material processing today are best placed to lead their industries tomorrow.
Bracknell – Berkshire-July 2026 – UFABRIK’s Soft Blackback Textile, a premium material engineered for tension frames, interiors, retail environments, exhibitions, soft signage, and beyond.
Designed to meet the exacting demands of modern display and signage professionals, the new textile sets a new benchmark for quality, versatility, and performance in the industry
Crewe, UK – July 2026 – Hybrid Services Ltd, the UK's leading Mimaki distributor, has announced two dedicated demonstration weeks at its Crewe showroom this August, giving businesses across the print industry the opportunity to explore the latest Mimaki technology firsthand.
Taking place from 3rd to 7th August and 17th to 21st August 2026, the August Demo Weeks are designed to help businesses make informed investment decisions by experiencing Mimaki's wide format print solutions in a hands-on, pressure-free environment.
Florida – July - 2026 – Agfa Inkjet Solutions has announced its return as a Keynote Sponsor of the 2026 Wide Format Summit, marking the sixth consecutive year the company has supported the industry's premier gathering.
The event is scheduled to take place from 27 to 29 July 2026 at the Hyatt Regency Coconut Point Resort and Spa in Bonita Springs, Florida.