The UK garment decoration sector is undergoing rapid change, with new technologies and shifting consumer expectations redefining the landscape. As customisation, speed and sustainability become more important, choosing the right embellishment method is now a strategic decision for printers and decorators looking to stay competitive.

According to data from Grand View Research, and cited by trade print provider, Snuggle, the UK market generates around £186 million in printing revenue, with digital customisation methods increasingly preferred over non-customised apparel. Cotton dominates the substrate mix, accounting for 61% of decorated garments, followed by polyester at 16% and blends at 8%. Branding, entertainment and advertising continue to drive demand, while design preferences are split between graphic-based prints (60%) and artwork or illustration (40%).

According to Snuggle’s analysis, different technologies align with different UK market segments. Direct-to-garment (DTG) printing is recommended for cotton-based garments with photorealistic designs, making it suitable for e-commerce, independent artists, and music merchandise. DTG is compatible with print-on-demand services and platforms like Shopify or Canva, though it is less effective on polyester or large-volume, low-colour runs.

Direct-to-film (DTF) printing is highlighted as a versatile option, particularly for unconventional placements and a broad fabric range. Snuggle suggests it suits workwear, activewear, and accessories, noting its growing adoption in UK segments such as streetwear and fitness. However, they caution that the technology is still maturing and quality may vary.

Screen printing remains cost-effective for high-volume, simple designs, and continues to be used widely in events and promotional merchandise, though its setup costs make it less viable for short runs. Embroidery is positioned as a premium choice for uniforms and luxury brands, valued for its durability and visual impact, but with limitations around fine detail and higher unit costs.

Snuggle also points to broader industry trends. Sustainability, local fulfilment, and hybrid operations are on the rise, with DTG and DTF supporting waste-reducing on-demand models, and embroidery aligning with long-lasting garment quality.

According to Snuggle, success in the UK decoration market depends on aligning the right technique with the right product and audience.