digital textiles - next tornado application v1
TRANSCRIPT
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Tim J. Phillips
Digital Textiles: The Next Tornado Application?
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Background
• Xennia is a leading industrial digital solutions company• World class 20 year heritage and strong IP portfolio• Expertise in inkjet chemistry, software and engineering
• Headquarters and manufacturing facility in UK• Sales offices in China and Brazil• Part of Royal Ten Cate group
• Innovative digital manufacturing solutions• Complete digital solutions for industrial manufacturing• Advanced printing inks and software
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• Product portfolio
Embracing digital technology
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Digital inkjet textile printing
• Digital printing being adopted rapidly for textiles• Key market driver
• Rapid introduction of new designs• Driven by retail demand for faster design turnover
• Additional driver becoming increasingly valued• Vibrant detailed designs not possible with traditional tech
• Other benefits• Just-in-time customisation• Variable data and image printing• Cost-effective short runs/reduced inventory
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Paradigm shift in modern manufacturing
CURRENT MODEL
Remote mass production
Long distance transport
Regional distribution Mass retail
PUSH
Local manufacture on demand Online retail
PULLNEW MODEL
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Flexible manufacturing
• Move to consumer driven flexible manufacture
• Implies manufacturing closer to consumption• e.g. Inditex manufactures >50% “nearby Spain”1
• Reversal of move to low cost territories
• Does this trend impact textiles?
• If so, how quickly?
1 Inditex, reported in Business Week
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Digital application adoption
• “Crossing the Chasm” – Geoffrey Moore
GraphicsCeramics (tiles)Textiles (apparel)
LaminatesFurnishingWallcovering
Textiles (interiors)
Labels
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Crossing the chasm
• What determines the rate of adoption of digital technology?
Market pull – do benefits have
compelling value?
Economics – cost
acceptable? investment available?
Technology – how well are market needs
met?
Communication – does market
understand value of benefits?
Adoption rate
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Technology barriers
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Digital solution requirements
• Industrial digital solutions must meet the following:
• Required productivity• Speed• Reliability/uptime
• Required image quality
• Required print durability/fastness
• Ease of use
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Printhead technology
• Two printheads currently dominate digital textiles:• Kyocera KJ4B (used in Reggiani, MS)• Epson (used in Epson, Mimaki, Roland and Mutoh)
• Emerging printheads from Spectra Dimatix, Ricoh, Seiko• Other manufacturers such as Xaar and TTEC shut out
• Fulfilling the demand for• High quality• High productivity• Production reliability
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Ink technology
• Key digital ink suppliers: Huntsman, Dupont, SPG, Xennia
• Key requirements• Colour performance• Fastness performance• Feel or ‘handle’• Print reliability
• Textile applications require inks for different fabrics• Reactive dye for cotton/cellulosics• Acid dye for polyamides• Disperse dye for polyester• Sublimation disperse dye for transfer printing of polyester
• ‘Holy grail’ ink• Excellent colour/handle/fastness performance• Fabric independent
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Software developments
• A digitally defined image gives limitless possibilities – software is key
• Also key to providing ease of use
• Variable image generation• Allows a truly unique product
• Integration with rest of production line• Potential to allow digitally defined garments (rather than just prints)
• Direct to print from the internet• Cutting supply chains• Reduced labour costs• Local production
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Encoder/product detect
Wetting, drying, curing
Fluid control
Drive electronics, software
Substrate Printheads
Ink chemistry
Motion system
Digital textile printing requires a complete solution
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• Capability
Transformational benefits
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New design introduction• Use of digital technology allows• Faster design introduction
• Days instead of weeks• Lower cost design introduction
• Enables response to demand for ‘fast fashion’• New collections in stores 3-4 weeks from design1
• Time from design to sale “most complicated but critical part of the business”2
• Majority of product lines ordered tactically during season
1 Inditex, reported in Wall Street Journal2 Esprit CEO, reported in Wall Street Journal
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Design transformation• Supply chain improvements have a secondary impact on
consumers
• Design impact is primary
• Now a key factor in market pull for digital textiles
• High digital technology enables striking designs to be realised• Fine detail• Colour gradients and shading
• Early win for digital textiles was in high end silk scarves• Striking designs and low runs offset high initial costs
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Sustainability• Growing importance for environmentally sustainable
manufacturing
• Often not primary driver for adoption
• But impact is highly significant
• Textile mills extensive users of water and power• Washing, steaming and drying
• Use of digital technology enables major reductions• Up to 95% less water usage• Up to 75% less power usage
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• Product portfolio
Apparel is only the start
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Not just apparel
• Benefits of digital apply in other textile markets
• Home furnishings• Not ‘fast fashion’ but design benefits still hold
• Soft signage• Replacement of PVC with polyester fabrics for signage
• Technical and industrial textiles• Perhaps the biggest opportunity of all• Game changer
• Combine decoration and functionality using digital technology
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Application example: Sun awnings
• Sun awnings• Digital decoration combined with digital finishing
Vibrant designs
Self-cleaning coating
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Smart apparel fabrics/smart garments
• Multi functionality• Single sided application possible• Two sides can have different functions
• Patterning – place function where you want it• Just hype?
Vibrant designs
Hydrophobic coating
Functional devices
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The next digital revolution?
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Outlook summary• Apparel printing will move rapidly to digital over the next 3-5 years
• Slower but still significant take-up in adjacent markets
• New ink technology will accelerate this
• Single dominant printhead will be joined by others
• Untapped opportunity in industrial/technical textiles
• Textiles the next industry to be revolutionised with digital technology
• ‘Smart textiles’ hype for now, but watch this space
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