"one of a number of custom retailers disrupting the luxury market, luring consumers with cheaper options and the ability to design their own products. [Moi ici: Interacção! Personalização!!!] As the proliferation of fast fashion and e-commerce creates an increasingly detached shopping landscape, these companies are working to rebuild relationships with consumers by adding a touch of personalization to the digital space. The challenge comes in building name recognition and expanding variety amid a mass customization market.
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custom companies hold a level of accountability to their customers that you don’t see in the traditional retail space.
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“There’s this sense of stewardship. You want to make sure the customer is making the right choices, and you want to inform them to make the right choices,”
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“bringing back old-school craftsmanship” and responding to a shift in men’s wear from off-the-rack styles to customizable pieces.
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Increased accessibility and lower price points become a selling point by minimizing the middle men, in this case wholesalers, distributors, retailers, salespeople and the costs associated from typical brick-and-mortar style stores.
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“The biggest challenge with the space is that this is all mass customization,” Mulpuru-Kodali said. “The companies generally are limited by the few items they can customize. They’re like pizza restaurants with lots of variants around a few core items. To scale, they’ll need to offer much more variety and choice.”
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Beyond a return to tradition, custom wear gives the consumer a sense of ownership and artistic jurisdiction over their apparel, an integral element of building truly unique personal style.[Moi ici Tribos de Mongo!]
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“People are looking to be part of the process,” Pagano said. “For millennials, expression is such a core value of what we espouse and what we purchase.”
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Jodie Fox, co-founder of custom women’s shoe company Shoes of Prey, echoed Pagano, and said that giving the consumer the ability to design their own products helps enhance custom brands and gives them an edge over standard retailers.
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“Customization is a really important thing now, really having that ownership and connection to what [consumers] want,”
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“I think that a lot of brands that have been around for a long time have to think about how they’re going to exist in a digital environment,” said Hamilton, whose company was founded by his father before the dawn of the Internet age. “Especially custom, which is so special because there’s this interaction with somebody who’s guiding you through all these decisions."
Trechos retirados de "Customization is the next front for luxury retailers"
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