The personalised printing revolution

Product personalisation is a growing trend and according to analysts it’s more than just a passing fad. Those who invest in dye sublimation print equipment will find that this trend offers a realistic benefit to business.

Research from Deloitte reveals that one in five consumers would pay a 20% premium for a product or service that has been personalised. Double digit growth figures are predicted for the growing personalised products market during the next two to three years.

A FESPA global census also reveals that 70% of respondents expect personalised printing to increase – but for some, it may be unclear how they can realistically and affordably add personalisation to their existing services.

Rob Brown, head of specialty print at OKI Europe, North West Region, says: “For smaller print businesses, product personalisation brings the opportunity to increase profit margins. For larger print businesses, it brings the opportunity to open new, previously unexplored revenue streams.”

This is where dye sublimation comes into play. Lewis Wotton, academy co-ordinator at PenCarrie, says that they have seen a big resurgence in the dye sublimation market recently.

He says: “The increasing demand for personalisation has brought dye sublimation back in a big way. Consumers want to actively contribute to the personalisation process or add a personal touch, and dye sublimation is a fantastic way of doing so.”

Dye sublimation has dominated the sports and retail markets recently with all over garment prints, which you can’t achieve with screen print or embroidery.

Lewis adds: “We expect personalisation to be one of the major themes in the fashion industry this year. Printed garments deliver personalisation in many forms, including communication and storytelling that creates a connection between individuals. It’s all about sharp lines and clean designs.”

Rob concludes: “Personalised products can be marketed at higher price points than mass production, meaning that for print shops investing in short run devices, ROI is quickly achieved. It’s not often that the opportunity to take advantage of a new trend arises, particularly when the technology required is already available. But in the case of personalisation, the potential is wide open for anyone with the necessary imagination and creativity.”

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