As digital transformation takes shape across not just apparel, but all industries, speed to market and customization continue to become greater demands for consumers. The rise in content platforms such as Spotify and Netflix, as well as delivery services like Amazon Prime, has produced an expectation that individualized tastes need to be catered to at all times.

Omer Kulka, chief marketing officer at Kornit Digital, says that a successful on-demand production process requires three characteristics: it must be completely sustainable, flexible and presented as a standalone technology without relying on processes from third-party suppliers that are not there.

In this conversation with Sourcing Journal founder and president Edward Hertzman, Kulka said that personalization and mass customization remain important to on-demand production as more apparel businesses turn to co-creation, which he describes as “one of the best ways to create that linkage, that bond between consumers and the brands.”

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