Stahls’ (asi/88984) Fulfill Engine brought together about 150 movers and shakers from the converging worlds of print, promo, apparel decoration and e-commerce to discuss challenges, trends and opportunities during its inaugural Print on Demand Conference, held from Feb. 24 to 26, at the Marriott Phoenix Chandler in Chandler, AZ.

Among the topics discussed were “premium-ization” of custom products, how attention to packaging and product design can elevate branded experiences, customer behavior and market forces in e-commerce, how AI-supported art personalization improves conversion and the latest trends in blank apparel. Sustainability was also a strong throughline, addressed by multiple experts during the conference.

Maddy Alcala, president of Gooten, and Davin Higashi, owner/founder of Crowdmade, discuss market trends and consumer behavior in the print-on-demand space.

“There’s no better way to operate than fully transparent,” said Jason Lucash, CEO and co-founder of Rupt (asi/84203), a supplier that launched last year and offers carbon-neutral promo products made of recycled materials with retail-inspired packaging that has a second life and can be transformed into products like bird feeders or illuminated tables.

Carissa Richmond, director of national sales at BELLA + CANVAS (asi/39590), noted that the apparel supplier has been receiving a marked increase in requests for transparency in how and where their fabrics are sourced, as well as for product testing results. Earning accreditation from the Fair Labor Association last year – which included 41 third-party factory audits – has helped them field such inquiries, she added.

However, there’s still ample confusion surrounding conversations around sustainability, says Milissa Gibson, sales director of Lane Seven Apparel (asi/66246). It’s important to level set and understand what clients and partners are asking for when they talk about sustainability, she noted: Is it about how a garment is dyed? Is it about how workers are treated? Is it about the materials used to create a garment? Is it about product longevity and end-of-life concerns?

What’s “reshaping the game” in apparel, Gilbert added, are brands like Stanley/Stella – a European apparel brand offered in the U.S. by Counselor Top 40 supplier SanMar (asi/84863) – which have a premium fit and feel, without compromising on sustainable attributes.

The conference, hosted by Stahls’ (asi/88984) Fulfill Engine, included a party at the Stahls’ West facility.

Other trends in apparel include malleable snapback caps, garment dye, heavyweight and textured fabrics, and comfort-first fashion. “Polos are a thing of the past,” Richmond said.

The conference also focused on how artificial intelligence and automation are being used to enhance mass personalization in e-commerce, but guiderails need to be put in place to keep designs from going “off the rails.” Plus, consumers are often overwhelmed by a “blank, white prompt” and are more likely to buy when they can choose from a menu of curated options, powered by AI.

“AI is just another tool,” said Alejandro Lozdziejski, co-founder of Cusomily, a design tool that helps e-commerce shops sell personalized products. “A human touch is still needed.”

When it comes to catering to online content creators and building their merch stores, differentiation is key and most want their custom products to “push the boundaries of what is creative and interesting,” said Davin Higashi, owner/founder of Crowdmade, which helps YouTube creators create branded merch and unique customized products.

“Creators are extremely aware of what others are doing,” Higashi said. “They might be influencers, but they are highly influenced.”

Also of note, he said, is that catering to a younger audience doesn’t necessarily create sales, since the “TikTok generation” likely has neither the purchasing power nor the attention span to support merch sales.

Another important consideration, said Ross Hunter, president/partner of ROQ, a maker of digital and screen-printing technology, is that just because print-on-demand often refers to one-piece orders, doesn’t mean that’s always the case. A print-on-demand customer could also be in the market for larger order sizes, so traditional decorating techniques – like screen printing – still have a place in the e-commerce, on-demand realm.

In addition to a robust schedule of panel discussions and group brainstorming, the Print on Demand Conference also featured a “POD Party” at the Stahls’ West facility, featuring print-on-demand activations, product and technology showcases, and other entertainment.

Stahls’ acquired Fulfill Engine in late 2023, noting that the all-in-one print shop solution was designed to streamline print-on-demand and bulk fulfillment for apparel decorating businesses of all sizes.