Could the customer
create the new couture? The new
revolution to the fashion industry.
An array of
European brands are now inviting consumers to give major input into the design
process. Though personalized clothes are not new the industry, there are
surveys taken for more of a national level. The ideas can range from fabric
prints to embossed messages ion jewelry. Brands like Roberto Cavalli, Anya Hindmarch, Giuseppe Zanotti and even Chanel are taking customization to a new level. The designers of Dolce & Gabbana
even solicited customer feedback via YouTube for their spring show.
is a new way of communicating; it’s incredible. We also asked questions: ‘Do
you prefer black or white? High or low heels?’ It’s a kind of forum,” said
Stefano Gabbana, describing how it has opened up the communication between the
designer and the consumer. Though the customer is creating the style, it is
only for ideas, not the final say. “There are so many requests. One may even
ask me for a dress with stars printed on it, but in the end I am the one who
decides,” he said. Miuccia Prada even made her first store dedicated to made-to-measure.
Principal of Switzerland-based Strategy Luxury Advisors
Concetta Lanciaux described why this idea could revolutionize the industry. “We’ve
never really asked, ‘What does the customer need?’….In fashion we’ve not paid
much attention to size and fit. These things that seemed minor before will
become central for people,” Lanciaux said. “Right now, companies are shifting
publicity budgets and are doing a lot of store animations. There’s a clear
shift.…People are also insecure right now, and we have to take care of them.”
That’s what we’ve been saying all along! At least we know
someone is listening… Hopefully this trend is on its way to America soon.
Source; Photo: WWDSee the Top Ten Summer 2016 Trends for Women Over 40