Consumer Trends feature The rise of on demand fashion
Kornit UK has recently collaborated with with Hype, a British streetwear brand catering to a wide range of consumers, creating distinctly bold, bright colors for a decidedly “hip” image. From street place, to marketplace, this unlocks a number of opportunities in the marketplace for ‘fast fashion’, which is both sustainable and lucrative for retailers. P&P reports…
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ype are a British streetwear brand catering to a wide range of consumers, creating distinctly bold, bright colours for a decidedly “hip” image. Their brash, in-your-face impressions adorn t-shirts, kidswear, backpacks, hoodies, intimate apparel, and other pieces, and are sold via the company’s own website and a growing network of retailers, including Next, Zalando, BooHoo, John Lewis, and The Very Group. “We like to see ourselves as a lifestyle brand,” said Jade Bell, marketing manager at Hype. “Hype is all about showcasing your individuality and personality, so we like to make sure our core band DNA values are showcased through our products. We have the Gen Z audience, the Millennials, the younger generation and also adults – a huge range of customers.”
The company’s marketing strategy reflects the boldness of their apparel, regularly including collaborations and public relations stunts involving such brands as Lego, Disney, Universal, Warner Brothers, Coca-Cola, Budweiser, and KFC.
Hype saw great opportunity to expand its market share and fulfilment capabilities by tapping into the growing Kornit’s Global Fulfilment Network, which offered fast, sustainable, on-demand digital fulfilment nearer the end consumer – a lean, low-risk
mechanism for producing consistent, high-quality gear with limited upfront technology investment.
“Kornit allows us to respond a lot faster to trends,” said Jake Paling, who oversees art and data handling for Hype. “Historically, if something gets really popular, we take two or three months to react to it, and it’s already gone. Direct-to-garment is really useful
| 58| December 2023
www.printwearandpromotion.co.uk
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