Japan’s Apparel Industry Innovates with Digital Printing
Digital printing of clothes is rapidly gaining traction in Japan’s apparel industry, demonstrating a new era of environmentally friendly and customer-centric production. This process, which uses inkjet printers to apply color and patterns directly onto fabric, offers a compelling alternative to traditional clothing manufacturing methods.
Why Digital Printing Matters
There are many advantages to digital printing, which is why it is increasingly impacting Japan’s apparel industry. One key advantage is its contribution to sustainability. Traditional analog printing methods require large amounts of water for cleaning templates, which strains the environment, while in contrast, digital printing uses significantly less water, making it a more eco-friendly option.
Customization is another advantage, particularly as major apparel companies become more mindful of SDGs (Sustainable Development Goals), which encourage a shift away from mass consumption. Digital printing allows for the production of small quantities tailored to individual tastes, enabling customers to specify their preferences in color, pattern, and design, which results in clothing that better matches customer desires and minimizes waste from unsold inventory.
Traditional manufacturing and ‘fast fashion’ often lead to overproduction and stockpiling, with the added risk of holding inventory that quickly goes out of fashion. Digital printing offers flexibility by supporting on-demand manufacturing, allowing companies to produce items as needed. This adaptability helps avoid the pitfalls of overstocking and the associated costs of unsold merchandise. Additionally, it enables apparel companies to respond more effectively to market trends and consumer preferences, thereby maintaining relevance in a dynamic industry.
Industry Innovations
Epson Sales Japan, a subsidiary of Seiko Epson, is at the forefront of this transformation. In collaboration with apparel maker Sanyo Shokai, software developer Avail, and apparel venture firm Fukule, Epson is pioneering a stockless production model. They have launched a demonstration project featuring custom-ordered T-shirts from Spanish brand Ecoalf, sold by Sanyo Shokai.
In this experiment, customers input their gender and body size into a device, select pocket colors and patterns, and view a 3D-fitted image of the final product. This interactive approach allows for precise adjustments to color and size, addressing a major industry challenge: the quick obsolescence of patterned clothes.
Meeting Customer Needs
Masatoshi Shimokawa, the head of Sanyo Shokai's division that handles Ecoalf products, emphasizes the method's potential to precisely meet customer needs. He contends that the currently used analog printing method is less effective and environmentally harmful, and that growing interest in digital printing is a result of its capacity to support small-lot production and quick delivery without excessive water use or waste.
Future Prospects
Yuichi Imazono, head of Epson Sales’ industrial equipment division, emphasizes that digital printing’s strength lies in its ability to produce exactly what is needed, when it is needed. Epson intends to grow its digital clothing printing business by collaborating with trading houses and apparel brands that share its vision.
Kyocera, another electronic device maker, is also making strides in this field. They have developed a printer using pigment ink, drastically reducing water usage. Kyocera’s printed fabric, featuring water surface patterns of Kochi Prefecture’s Niyodo River, exemplifies their commitment to environmental conservation and advanced technology.
Adapting to Changing Consumer Behaviors
The shift towards digital printing is also a response to changing consumer behaviors in Japan, with many Japanese consumers increasingly valuing sustainability and personalization in the products they purchase. This trend is evident in the growing demand for eco-friendly products and the desire for unique, customized items.
For brands’ marketing and advertising efforts, this presents new opportunities and challenges. Consumer trust and loyalty may become more positively effected through messaging that emphasizes environmental credentials and ability to offer personalized experiences, by demonstrating specific sustainable practices and actual bespoke offerings.
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