Benefits of Digital Printing for Fashion Entrepreneurs: A Case Study at Alia Bastamam

Abstract

Digital textile is an inkjet-based method that allows manufacturers to print different design that can be virtually made on any kind of fabric. The inks used in digital printing are manufactured according to the type of fibre, such as cotton, silk, or polyester. During digital printing, the fabric is fed into the printing device using a roller. The process involves adding ink to the surface in the form of small droplets. After that the fabric is then finished by using either steam or heat treatment, increasing the efficiency. In addition, some inks need washing and drying. The technology allows a steady production of textile printing, minimize wastage for smaller production, fast production and provide consistency in pattern and colours in huge production. Digital printing can also be exclusive if made in a smaller volume, indubitably the price of each design will be higher. Therefore, such technology should be a leverage to exclusive boutiques to produce limited designs with higher selling price. For an exclusive boutique like Alia Bastamam, higher pricing for its design pieces would not be a problem as the pricing are targeting high-end customers. A design line was made to test the idea of producing exclusive line through digital printing method. From the feedback, it was indeed beneficial to the company in a longer run.