Fashion is no longer completely dominated by the retailers, and customized apparel, a substitute to traditional garments are becoming increasingly popular among the consumers. Recently, YouGov, a marketing research firm and Lanieri.com, an Italian e-commerce retailer, performed a study on American customers, their fashion traits and views regarding customized apparel.
The study suggested that almost 49 percent of the adults in the United States are purchasing customized clothing, and spend around $207 on average to buy various custom products, with men willing to spend more than women by nearly $60. Another interesting fact is that Millennials are predicted to take the lead on customized apparel since they are searching for products that offer value and personalization and more of what they want.
Sellers of everything from handbags to dress shirts and even consumer packaged goods are planning to create different but unique ways to facilitate customers in developing personalized products. Retailers play with big data to highlight a customized set of products to their customers, which have been the success factor for Amazon.
Now, more brands are rooting for personalization and taking a big step towards customization. They are idealizing the concept of customer engagement and loyalty, and that their customer base is an engine of advocacy for the buyers.
Research studies argue with the fact that customization of products plays a vital role in improving the sales of their own websites and generate more share on a retailer’s website. Trek allows the customers to create customized bikes from scratch while the Brooks Brothers allow men to create their own unique suits.
A survey of around 1,000 shoppers online suggested that while 10 percent have purchased custom apparel like custom T-shirts, 30 percent are likely to purchase in the future. While it is difficult to ponder over the entire potential of customization, if only 25 percent of footwear sales online are customized, this would generate around $2 billion per annum.
Beyond the nature and significance of the untapped market, another survey suggested that customers who purchased a customized product online interacted more with the company. They frequently visited the website, stayed on the page a little longer than usual, and become more loyal towards the brand.
Essentially, customization allows fashion companies to prepare products wisely and a little differently from their competitors at a time when the internet is making convenient for customers to differentiate between the prices and products.
With the expansion of online publishing and social media, fashion trends and styles change rapidly. Customization allows fashion companies to gather insights from custom designs and alter products to stay in line with the competition. With each design choice, customers are sharing real-time shopping experiences that go beyond the focus group. For instance, Brooks Brothers learn that one season is used to facilitate and deliver the products for the next season allowing them to make considerable changes.
As per our expertise, all leading companies follow these bellow mentioned rules:
1) Before testing out a product, companies know their strategic value, goals, and profit they are planning to achieve. Similarly, many fashion companies follow the same methods, chalk out possible fashion styles for custom T-shirts, and prepare accordingly.
2) Successful fashion companies provide customers with an effective yet easy to understand design template at the beginning, as opposed to the blank canvas. If the process is difficult to understand, many potential online shoppers will go away. They may also decline many options.
3) Companies should plan out a formula regarding how much customization they are willing to offer. Some brands allow the customers to personalize the product from start, with many other features that can be changed. Other companies offer little customization options like imprinting your company name or logo on the purse or T-shirts.
4) Many fashion retailers allow customers to share their personalization products with family and friends. Recently, the North Face launched a gallery of customized designs which were developed by the customers for its jacket, serving as an inspirational factor for others. This motived more fashion companies to offer customization options according to their preferences.
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