Understanding the fashion [CUSTOM]ER

Custom: The New/Old Luxury for fashion and apparel

#customization #custom #fashion #fashiontech #fittech #fit

Visiting the MET museum last weekend I had an epiphany... Old stuff was much more well made.

Tony Stark couldn't have made a better custom suit of armor in that time.

Even with all of the fancy manufacturing we have now, custom is still a problem.

Consumer preference shifts often, but as of lately it seems that consumers are shifting toward customization.

According to a study launched by Italian custom clothing company Lanieri,

“1 in 5 Americans (21%) bought customised items last year:

millennials are the highest among the other age groups (34%)

and would be willing to spend more money (42%) to purchase customized items than on non-customized items”.

The Custom Era is coming 'Is your company Prepared?' is the question you need to ask yourself.

Who is to Blame?

Of course, there are many factors that could explain why consumers have become so privy to customization as of lately.

I point the finger at fast fashion.

Fast Fashion spoils consumers with increasing amounts of style options but it disappoints consumers with the lack of quality.

Consumer obviously have high expectations.

I went out and asked shoppers how they felt about fast fashion and the responses were mainly around fit:

" I need better fitting clothing that actually has quality. "

" I would pay more if it fit better and may the fabric was a little different"

Consumers certainly equate fit with quality.

This is why customization is appealing to shoppers, shoppers are ready for the next level of retail innovation.

Innovation has been moving exponentially in phases and providing new experiences for shoppers:

1990's Mall Era = Regional Availability

2000's Online Era = International Availability

2010's Fast Fashion Era = Trend on Demand

2020 and Beyond: Customization = Fit on demand

Why does custom work?

There's a philosophy I believe in that sums up the 'Tao of Customization':

I’m a firm believer that launching creations together maintains successful relationships.

Allowing the customer to take part in the creation of their garments builds a new relationship between brands and customers.

How can they take part? Two simple ways:

1. Helping to design by choosing options
2. Giving their measurements

Simple

Levels to Custom

But how can a company benefit from customization if their supply chains aren’t prepared to do so?

There are many levels of customization. 

Custom Items

Customized clothing is no new concept.

Bespoke companies have been around for generations, although their integration of tech has been slow.

Typically, bespoke requires the skills and craftsmanship of experienced artisans.

This requirement and knowledge base can be limiting for production and turn around time. 

Berluti, for example, a LVMH shoe company offers bespoke leather shoes, the process involves a master shoe maker with over 10 years of experience and a wait time of about 6 months for the best fitting shoes of your life with a price point to match.

But if you’re not into spending 4 figures on a shoe made to fit your unique feet,

you can shop their ready-to-wear, or try some of these experiences that will give you just enough customization and a much shorter wait time.

Custom Shopping

If you are looking for custom shoes or maybe shoes that fit slightly better, than you best bet is FTSY.

FTSY scans the shoppers feet and aggregates catalogues for your unique feet and preference.

FTSY does not just offer your the right size in every shoe, but it also offers detailed information about your feet and which shoes are best for your comfort and taste level.

Do you have perfect feet?

If not, this tool works as your own custom stylist.

Want a customized shoe made?

The app can translate your data to a brand that can design the shoe for you.

Custom Preference

Thanks to technology, customization of consumer products now extends beyond monogramming (thank goodness that trend is over).

For people looking for customized holiday gifts for themselves (there’s no shame in that) or others, Unmade offers a unique tool.

Unmade allows shoppers to customize the knitting and prints of garments from brands such as Opening Ceremony, Farfetch, Moniker, Christopher Raeburn and Johnstons of Elgin.

Shoppers can manipulate existing patterns to add a bit of personalization to their garment.

There's no delay in shipping time.

This gives just enough customization without the need for new supply chains.

Shoppers aren’t the only people who can benefit from customization tools.

Many brands who are looking to solve the massive return and fit issue need access to tools that help them as well.

Custom Information

In the world of fit, companies are lost on what to do.

There's a lot of information available.

And where there is information there is data misinterpretation and limited visualization.

Analytical tools often lack visual representation of data such as 3D versions of body types and size variation over various age groups.

In addition to the lack of visual data, it’s often hard to make large scale comparisons with the data.

 iSize tool allows you to access global survey data in visual formats.

Users can see charts of anthropometric data or 3D body avatars of specific data.

If you need to compare a size 8 body of a 5'10 female at age 16 vs 78, you can do so.

This type of tool is a design room essential.

Regardless of the solution, the need for customization links the consumer and the brand in a new way.

This delicate relationship can most certainly be enhanced by the right tools and strategies.

In a time when consumer-centricity is the dominant theme, fostering this relationship with your consumers is a major key. 

To see more on fit solutions, take a look of the list I've put together on my website.

There is a huge opportunity for women's bespoke clothing. A simple google image search will show just how saturate the bespoke market is with mens suits. Ladies, let's catch up!

Customization in the News

• Detailing Amazon's Custom Clothing Patent
• Indochino Cuts Delivery Time Sets Showroom Expansion
• Dapper Dan and Gucci Harlem Studio
• https://hypebae.com/2017/12/gucci-dapper-dan-harlem-studio-atelier-january-2018
• Converse Unveils 'Chucks By You' At Fashion Valley Mall
• Customized Luxury: Fendi Turns To Digital For Bespoke Handbag Launch
• Q by Qs Introduces Revolutionary 3D Shoe Customization Platform, Resurrects Beauty
• Else corp's CEO discusses Data Intelligence at Dig.IT4Fashion
• You Can Now Customize Sergio Rossi's Best-Selling Shoe

My posts are not endorsed or sponsored by any brands. I choose to write about companies and brands I believe in.

[email protected] Luxor + Finch Fit Technology Expertise