Consumer Trends feature Hype saw great
opportunity to expand its market share and fulfilment capabilities by tapping into the growing Kornit’s Global Fulfilment Network, which off ered fast, sustainable, on-demand digital fulfilment
content is so quick to market and it means the consumer is expecting newness constantly. They want to hit a website and see fi ve, ten, 15 new designs every day. It’s a real struggle for Hype to keep up with that and keep the sustainable message present. Introducing direct-to-garment into the business means we can print on demand to cut inventory within the warehouse.”
By establishing a localised fulfi lment strategy and working with a vast array of retailers eager to market compelling new products for all ages, Hype meets this challenge while growing their operation with agility.
for that, and it allows us to have more fl exibility, as well. It gives us a lot more freedom with our designs – we can create.”
“We can explore avenues that we possibly wouldn’t have explored before,” added Luke Russell, Head of Design at Hype. “We can take a few more risks in terms of the designs we’re creating. We can put fi ve designs onto a website and see if it sticks, instead of having to commit to one with a queue of 300 or 500, whatever that might be.”
Not only is Kornit technology helping Hype to become a more prolifi c creative engine, but it’s revealed a streamlined pathway to answering the sustainability imperative, a challenge that has brought increasingly strident regulations
www.printwearandpromotion.co.uk
throughout Europe and the fashion industry more broadly.
“When a product comes to the end of its shelf life, it’s been there long enough to discount it, get it off the shelves and into the customer’s wardrobe rather than sticking it in a landfi ll,” said Mark Ford, Hype’s Head of E-commerce Operations. “We don’t want to take it to the landfi ll. We’re very conscious of the environment. We won’t just work with anybody; we look at the CO2 emissions of raw mail, DPD, and everything else that goes on inside the business, rather than just fast fashion, throw it out as quick as we can.”
“I think there’s a lot of greenwashing within the industry,” said Russell. “In this modern day of social media,
“The long-plan goal would be to open up a global network for print-on- demand,” said Russell. “We could print garments in multiple locations, while ensuring each product met our quality standards. But we wouldn’t have to hold stock in multiple locations across Europe, Asia, and the UK. We could sell an item and distribute it with no inventory. We’re going to be able to really reach a mass audience, and the money we were spending on inventory can be dedicated to other areas within the business.”
As with many apparel brands, back- to-school and Black Friday periods bring peak demand, and being able to produce in real time, in alignment with what is actually selling, offers a powerful vehicle for eliminating overproduction waste, and ensuring a
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