Let’s get personal. What’s facilitating the personalization revolution?

Only a few years ago, personalized products were hard to come by. Having a pen or mug with your name on it was about as good as it got. Now with advanced manufacturing technologies coupled
with the rise of e-commerce, the selection of products that can be adapted to customers tastes or needs has grown significantly.

Its an opportunity for those businesses that are ready to tap into the demand, as people are prepared to pay more for these items. On e-commerce platforms, product personalization software allows customers to quickly design their own creations using
online graphics. Personalized t-shirt designs are an example of personalized products that have gained popularity and that, per item, customers are prepared to pay more for.

In developed countries
people can afford more and are spoiled for choice, especially online and no longer have to settle with whatever is available. People are seeking to own products that clearly belong solely to them.

In understanding the psychology of it all… With social media and the power of visual media, the focus has shifted to individual fame. People are marketing their lives on Facebook and Instagram and in a sense branding it too. With everyone wanting to be “unique”, personalized fashion and other products are the perfect fit for this trend.

With any trend, in order for it to take off, it must be available in abundance. E-commerce is enabling this on the front end – with e-commerce websites providing the platform for selection, design customization and payment options. Digital manufacturing technologies are enabling production and fulfillment of any quantity, starting at 1.

When looking at the evolution of the t-shirt industry and ecommerce, traditional screen printing jobs produce long runs (over 500 pieces)  profitably. However, sub 500 runs are problematic for screen printing, and where personalization is concerned,
one-offs are not an option. The shift to digital textile printing directly onto garments, known as DTG (Direct to Garment) printing is enabling such e-commerce to provide personalized goods. When a t-shirt can be loaded onto a pallet and printed in a manner similar to inkjet printing on paper – one offs can be printed in no time and personalization of t-shirts is a profitable and fast process.

Personalization is also assisting brands in differentiating their products with unique offerings.

Big brands are also realizing both the potential and the demand for such goods and sports brands such as Nike are offering personalized goods which are being eagerly adopted by loyal Nike fans.

This
is true not only for Nike, but also relevant in markets where there is a lot of competition and its difficult to differentiate between product offerings. Consumers buying online have a tendency to
compare the rates of same products on different ecommerce stores. By providing a platform to personalize their products, ecommerce businesses are going a step further to win their customers in spite of the competition.

On the whole its difficult to predict fashions, trends and understand customer
tastes.

Online buying trends are dynamic and consumer preferences change daily.

When customers get to personalize their products on a company’s site, the company gets information on what kinds of products consumers are interested in, and by keeping a
check on consumer designed products, e-commerce stores can further introduce similar products and enhance their product list.

To learn more specifically on Direct to Garment printing technology that supports personalizaton, go to www.kornit.com

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