Johnny Shell Speaks with WhatTheyThink About Digital Textile Production
Interest in digital textiles is growing, resources are not
Johnny Shell, Principal Analyst of Keypoint Intelligence’s Textile & Apparel Printing Advisory Service (TAPS), recently sat down with Richard Romano of WhatTheyThink (WTT) to discuss the growing interest surrounding the digital textile space.
According to Shell, the entire space is experiencing an uptick in not only growth but also in demand, very heavily spurred on by the beast that is fast fashion (a term defined by Britannica as “describing the rapid production of inexpensive, low-quality clothing that often mimics popular styles of fashion labels, big-name brands, and independent designers”). Customization and personalization add to this growth with direct to film (DTF) and direct to garment (DTG) technology, as well as within the home décor market.
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With society’s eyes on sustainability and the rapidly changing trends of today, there must be a happy medium in the textile space. Affordable and sustainable, but also quick and easily adaptable, is the sweet spot for the present market. The 18-month turnaround time for product to hit shelves, the over-forecasting of products, and the bulk inventory associated with the traditional textile manufacturing model is beginning to disappear. Things change with the wind these days: Reducing water and chemical use, along with finding ethical, affordable labor, is the way forward.
While the digital market is still only a small percentage of the second largest market (right behind fuel) in the world, the growth is visible. As Shell notes, “We’re running out of places with water and affordable labor.” We need better alternatives.
To hear these points and more, listen to the full podcast here!
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