Bespoke Processes and Manufacturing in Print: The New Reality?

Bespoke is a term very familiar to our British friends. It describes the process of made-to-order goods. Initially it was a term relegated to clothing, but it has since expanded to include made-to-order goods and services in general. As is the case in many areas today, as we become a more global and interconnected society, we find local customs, practices and languages being adopted globally. The term bespoke is one of the words that has found its way into the global lexicon. Of course, the concept of custom manufacturing is not new; and in fact, print has always been custom manufacturing. However, other than transactional and certain limited applications, the available tools for print workflows and manufacturing equipment have been fairly generic, actually limiting the available levels of customization.

This is changing. The introduction of new digital print manufacturing technologies along with changing market requirements are feeding off each other to create new demands, and new tools and processes to satisfy those new demands. The new drive to Industry 4.0, in which digital technologies connect devices and requirements across disparate disciplines are driving this even faster and further. This is creating the potential for almost innumerable opportunities for new products, services, and new bespoke production methods. It is a very exciting time for those who are looking for new ways to use print, and those who develop and supply these new bespoke technologies and processes.

The new landscape of bespoke processes affects all sorts of print applications from omni channel marketing to new burgeoning functional printing applications and everything in between. Bespoke manufacturing already has a foothold in label and packaging production. It should come as no surprise that label production was one of the first to embrace these new opportunities for bespoke manufacturing processes, since the flexography process has a history of using hybrid printing, finishing and embellishment technologies in a single connected production line. I recall the first time I saw the combination of flexo, gravure, silkscreen, and offset printing technologies along with die cutting in one line, and how fascinating it was. However, the new enhancements in flexographic printing and the addition of inkjet and digital embellishment are taking this to a whole new level.

Bespoke manufacturing is not just about integrating or building new equipment, it requires new workflow processes and tools to support it. It also requires significant market education of those who wish to participate, including those who develop and execute the new manufacturing processes, whether they are hardware and software vendors or service providers who may now be in a position to create their own. It also demands a structured development process to define what those new opportunities and method are and how they can be best achieved.

Over the years I have covered disparate examples of this, especially over the last couple of years since drupa 2016. We will undoubtedly continue to see new applications, products and solutions that lends itself to bespoke processes if not bespoke manufacturing as we get closer to drupa 2020 and beyond.

The new and disparate requirements that are driving not just hybrid and bespoke solutions, but operating in a connected business environment, all demand more holistic workflow solutions to better support customers and eliminate production silos. If I can be of assistance, please feel free to contact me at david@zwang.com.