Que Shebley & Mass Customization for the future!
Mass Customization in the Fashion Industry: Reinventing the Apparel Retail Business
Prior to the Industrial Revolution of the 1800s, products were crafted and marketed based on individuals' specific tastes since mass production technologies were unavailable. During this period, small workshops and storefronts dominated markets, as opposed to large factories producing goods at high speeds.
Consumers in the 1800s enjoyed custom-made clothing and fresh produce, but the advent of the Industrial Revolution shifted these items from standard to luxury status almost overnight.
The introduction of mass production led to a diminished sense of individuality, as factories could only offer limited clothing sizes. While customized apparel remained an option, it was significantly more costly than mass-produced alternatives. This trend persisted until the 2000s when a new shift emerged with the advent of mass customization, offering personalized options at closer-to-mass production prices.
What is Mass Customization?
Mass customization in the fashion industry refers to the production of personalized clothing, footwear, and accessories, fulfilling individual specifications at costs comparable to mass production. Essentially, customers can now access bespoke-like fashion without exorbitant pricing.
Advancements in technology around the late 2000s, such as efficient manufacturing processes and the integration of modern 3D printing, alongside the proliferation of e-commerce, catalyzed the rise of mass customization in the apparel sector.
Is Mass Customization Popular in the Fashion Industry Today?
The convenience of ordering custom-made luxury goods online has attracted many users towards fashion labels offering online customization services. A YouGov survey from April 2018 indicated that 26% of US customers had personalized a product online, with nearly 30% choosing apparel and footwear as the most frequently personalized category, followed closely by food and beverages at 29%. This highlights a robust demand for personalized fashion in today's market.
A key motivator for consumers seeking personalized clothing is the desire to express their individuality and creativity, making a statement with what they wear. Limited edition or custom footwear, such as popular collaborations between designers and major brands like Kanye West and Adidas's Yeezy line, usually sell out quickly, attesting to the demand for unique designs. Survey results show that 40% of individuals who have personalized footwear fall into the 18 to 24 age demographic, eager to showcase their creativity using premium materials offered by luxury labels like Que Shebley.
The fashion industry is constantly evolving
This evolution not only applies to fluctuating designs and trends but also to ongoing technical innovations and practices. Today, fashion-conscious customers crave distinctiveness and optimal fit, viewing their wardrobe as an extension of their personal identity. Consequently, apparel personalization is surging within the fashion realm, presenting an expectation for brands to extend this service.
