Driving Product Personalisation in Garment Decoration with Digital Printing Technologies

Digital printing revolutionises garment personalisation, meeting rising consumer demand for unique apparel. Brands like Swag.com and Printful leverage AI and automation for efficient, on-demand customisation. Challenges include scaling and sustainability. FESPA 2025 showcases technologies driving this personalised e-commerce future.

Are you ready to revolutionise the way we think about customisation in the printed apparel industry?

Customer expectations have shifted dramatically over the past few years, especially in the ecommerce space. Today, consumers are no longer satisfied with generic, mass-produced apparel. They crave individuality, want their purchases to reflect their personality, and are willing to pay a premium for personalised products. This demand has not only reshaped retail but has also driven significant innovation in garment decoration through digital printing technologies.

But is the industry truly keeping up with its audience? And what are the emerging trends and technologies businesses must adopt to thrive in a world that expects on-demand customisation?

The Rise of Product Personalisation

The consumer desire for personalisation is more than just a trend; it’s a seismic shift in shopping behaviour. A survey by Deloitte revealed that up to 50% of consumers are interested in purchasing personalised products or services. For ecommerce brands, this represents an enormous opportunity to not only meet demand but to create premium offerings that justify higher price points and strengthen customer loyalty.

Personalisation also enables smaller ecommerce brands to differentiate themselves from larger competitors. While enterprise giants can tout their vast inventory, agile startups can carve a niche by offering unique, made-to-order pieces that resonate with their target audience.

Digital printing technologies have emerged as the powerhouse behind this transformation. Unlike traditional screen printing, which requires high overheads, digital printing offers flexibility, scalability, and efficiency. This makes it ideal for custom apparel.

Swag.com and Printful stand as exemplary success stories in the custom apparel space, showcasing the impact of digital printing technologies. Swag.com has revolutionised how companies approach branded merchandise by offering a seamless customisation platform focused on quality and efficiency. Their innovative use of digital printing allows businesses to create unique promotional items, whether for employee recognition programs, workwear or conferences, with no compromise on speed or detail. This approach has enabled Swag.com to work with some of the world’s leading companies, including Facebook, Google, and Spotify.

Similarly, Printful has cemented its position as a leader in the print-on-demand sector, leveraging cutting-edge digital printing to empower small businesses and entrepreneurs. Their drop-shipping model removes inventory constraints, allowing creators to offer bespoke designs on apparel, accessories, and more without upfront costs. Printful's global reach and streamlined operational model have supported the launch of countless online stores, helping entrepreneurs scale their businesses with minimal risk. These successes underscore the pivotal role of digital printing in shaping the future of the custom apparel industry.

Industry Challenges. While the potential is vast, the path to scalable product personalisation isn’t without its challenges. Innovators in ecommerce, print professionals, and apparel designers are grappling with a myriad of questions:

• Can customisation be scaled effectively while maintaining quality?

• How do we eliminate excessive production waste often associated with personalisation?

• How can software seamlessly connect ecommerce platforms to fulfilment centres for a frictionless customer experience?

The Technologies Driving Change:

AI-Driven Personalisation. AI has become the backbone of personalisation in ecommerce. From simplifying the creation of complex designs, such as all-over prints, to recommending add-on products based on customer preferences, AI transforms customisation into an intuitive and enjoyable process for shoppers.

For example, Antigro Designer, a Krakow-based innovator in digital printing software, leverages AI to enhance the user experience on ecommerce platforms. Their solutions don’t just work on desktop portals but are optimised for mobile devices, where the majority of personalisation purchases take place.

Real-Time Visualisation Tools. Customers expect to see exactly how their design will look on a product before they buy. High-resolution visualisation tools powered by software advancements provide lifelike previews. Not only do these tools reduce the likelihood of order errors, but they also improve conversion rates, as users feel more confident and invested in their purchase.

Automation to Streamline Workflow. Automation is reshaping garment decoration. Sophisticated production lines now incorporate QR codes, barcodes, and automated order routing to ensure efficiency from design to delivery. By eliminating unnecessary human touchpoints, automation significantly reduces turnaround times and production costs.

The integration of digital printing technologies into ecommerce has also fostered collaboration between design software and supply chain management tools. This connection ensures that each step, from customer design submission to fulfilment, operates seamlessly.

On-Demand Printing. One of the most significant shifts is the pivot to on-demand printing. Instead of producing inventory in bulk and risking unsold stock (which leads to waste), on-demand customisation allows brands to create products only after an order is placed.
This model ensures that every item is purposeful, sustainable, and tailored specifically to the customer’s design.

Opportunities in Ecommerce for Digital Printing Professionals. If you’re a designer or digital printing professional, the opportunities in this space are immense.

Bobby Grauf from Antigro Designer notes “that the pandemic not only reshaped consumer expectations but revealed gaps in traditional fulfilment methods” listen to the podcast here.

By integrating with ecommerce platforms and leveraging fulfilment networks, digital printers can trial products in new markets without requiring substantial upfront investment. For example, tackling niche products like photo books, personalised T-shirts, or limited-edition all-over prints could act as a launch pad for new revenue streams.

Collaboration is Key. Success in this sector often involves partnerships. Printers and ecommerce businesses must team up with software providers who can integrate intuitive customisation tools into their platforms. The right partner enables better customer experiences, helping brands build trust while scaling operations smoothly.

Sustainability and Ethical Practices. The industry’s shift toward personalisation also invites reflection on sustainability. Digital-on-demand printing inherently produces less waste than traditional models, as it eliminates excess inventory. However, businesses must do more. From eco-friendly inks to recycled fabrics, ethical practices should form the foundation of customisation efforts.

Customers are becoming increasingly conscious of the footprint their purchases leave behind. Ecommerce brands that prioritise both personalisation and sustainability will lead the charge in shaping the future of retail.

The Key Takeaway:
Innovators like Antigro Designer, Swag.com and Printful are showing us what’s possible when customisation meets advanced technology. Whether through AI-driven design capabilities, mobile-first user interfaces, or automation, digital printing professionals are uniquely positioned to address the challenges of on-demand apparel customisation.

If you’re in the industry, now is the time to act. The market is evolving, customer expectations are sky-high, and the opportunity to establish yourself as a leader has never been greater. At the heart of this revolution is technology that empowers authenticity and individuality without compromising efficiency.

Ready to transform your customisation strategy? Your next move could be the game changer. Partner with innovators who understand the unique demands of your business. Explore how digital printing technologies can reshape your workflows and elevate your customer experience.

Because the future of ecommerce isn’t ‘one-size-fits-all’—it’s personal.

Visit Fespa Global Expo 2025 in Berlin, 6th-9th May 2025

Discover the latest innovations in personalisation at Personalisation Experience 2025, a premier gathering dedicated to unveiling the latest in digital print personalisation, offering an immersive platform for industry professionals to explore innovative technologies, sustainable practices, and forward-thinking strategies. Taking place from 6 -9 May at Messe Berlin, Germany. Register to visit here and use promo code PEXJ502 before 8 April and only pay € 50 for your entrance ticket.
Don’t miss this unparalleled opportunity to shape your future in the print and product personalisation landscape.