The Power of Personalisation: Market Shifts and Industry Insights

Debbie McKeegan emphasises that Personalisaiton is no longer a trend but a shift in consumer behaviour, demanding tailored products and experiences.. Businesses must embrace personalisation to remain competitive, investing in advanced software, transparent supply chains, and collaborative partnerships. Those who adapt quickly will thrive, while those who delay risk falling behind in this rapidly evolving market.

What if the key to unlocking your business's growth lies not in scale or mass production but in creating a product offer that's uniquely tailored to the customer? Personalisation is no longer a novelty; it’s fast becoming the new normal across the print industry and businesses that fail to adapt risk being left behind as consumer expectations shift to on-demand, customised experiences as standard.

From t-shirts and couture fashion to bespoke wallcoverings and interior décor - personalisation is taking centre stage across all sectors. The trend is not just a passing phase but a fundamental shift reshaping how businesses function across all of their sales channels and supply chains. The opportunities are endless; all it takes is agility, the right technology, and an unwavering commitment to putting the customer first.

Why Personalisation Matters More Than Ever?

The rise of personalisation is fuelled by a consumer-driven market. There is no going back - today’s buyers demand more than high-quality products - they want a personalised, tailored shopping experience from the minute they engage with your brand or service.


A recent study by Deloitte highlights that “customer-centric businesses, which prioritise understanding and fulfilling customer needs, are 60% more profitable than those that are not. Personalisation plays a pivotal role in this by improving online experiences and increasing revenue per visit. Brands that excel in personalisation are soaring past their revenue goals because their customers buy more, more often, and remain loyal over time". For the print industry, whether it’s apparel, promotional products, or interior design, this shift offers a powerful tactical opportunity.

The New Reality for Print Businesses

On-demand manufacturing is non-negotiable, it aligns with sustainability and directly supports personalisation. It eliminates overproduction, reduces costs and waste, and facilitates the creation of highly customised products at any commercial scale. In delivering instant gratification, and by allowing the customer to design their own products - brands retain and build consumer loyalty. This close relationship with the consumer generates valuable data and informs sales and marketing operations. Thus, empowering a new generation of entrepreneurial business models – powered, fueled and fulfilled by 3rd party Smart Hubs.

Brands and retailers (old and new) that have invested in personalisation technologies are thriving. By actively encouraging customers to design their own garments, accessories and decorative goods, whilst utilising agile manufacturing solutions in difficult market conditions. There can be no doubt: personalised products are increasing sales opportunities across the print industry - in many forms, B2B and B2C.

However, integrating on-demand production models doesn't happen overnight 

Sourcing and aligning unique business models with the correct suppliers and technologies is critical. Onboarding and investing in transparency and traceability is a 2025 must have across the supply chain – from design to production and through to fulfillment. Transparency in sourcing routes, materials and production processes plays an increasing role in making personalised offerings both appealing and responsible.

Technology must deliver. Businesses of all scales must adopt advanced, intelligent software and lean into secure suppliers using (and continually investing in) on-demand digital manufacturing technologies. By example; direct-to-garment (DTG) and DTF (direct -to-film) printing. In this ever expanding and established market sector, innovations are thick and fast, with a wide choice of technologies to choose from; single desktop print stations to the latest roll-to-roll innovations for DTF/DTG printing from manufacturers such as Brother, Epson and Mimaki onto the impressive - fully automatic – digital DTG print equipment such as the Apollo from Kornit Digital.

Equally in Interior Décor: Business is booming for large and small print businesses successfully serving personalised products and services to  independent designers alongside behemoth retailers and brands. When choosing technology, we reiterate “integrating on-demand production models doesn't happen overnight”. Collaboration is key for the successful manufacturing workflow, as demonstrated by the “Wallpaper Factory” concept demonstrated by Fotoba cutting technologies with Canon Colorado wallpaper printing equipment.

It is these powerful, strategic collaborations between machinery and software companies that are aggressively disrupting and upending the traditional print supply routes, to offer the industry viable digital manufacturing solutions, leaving the “Printer to Print – and not Pioneer”.

The message for business owners is clear - Personalisation is no longer optional. It is an essential tool to retain current customers and attract new ones. By pivoting to meet these demands, print businesses can gain a competitive edge and achieve long-term growth. We’ve reached a pivotal moment. The question is not whether you should integrate personalisation, but how quickly you can adapt and onboard. Delaying means playing catch-up in an evolving market; acting now cements your position at the forefront of this market shift.

Whether you’re exploring personalised fashion, wallcoverings, Interior décor, Apparel, Sportswear, Promotional products or anything in between, the opportunity is vast, provided you bring agility, the right technology, and a focus on the customer.

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 code PEXJ502 and only pay € 25 for your entrance ticket.