Blog: Hannah AbdullaNew customisable options for consumers

Hannah Abdulla | 9 October 2018

Italian sportswear firm CP Company is looking to tap into the growing demand for customisable apparel with a 'Bespoke' project that allows customers to select their preferred colour in its signature goggle lens hoodie.

The EUR260 hooded top can be made up in any available Pantone colour under the new project, and customers will receive a fabric swatch of the item before it is produced and delivered two weeks later. CP said it was "paying homage to its history rooted in the garment dyeing technique of utilitarian, functional sportswear."

In recent years a number of big brands have been toying with customisable options for customers.

Nike has been a long-time player in the customisable shoe game, unveiling its NikeID division back in 1999 which allows customers to design and create footwear and apparel. The Jordan's maker even opened a NikeID Studio in New York in 2007.

More recently, Under Armour, launched a platform that allows customers to add their own images, select prints and colours for the Curry 1, Highlight and ClutchFit Force 3.0 footwear models.

According to tech research and advisory company Technavio, about 25% of footwear purchased online is customised – which equates to about US$2bn of all footwear sales. From a consumer perspective, personalisation makes perfect sense, as there's nothing that speaks louder than a product aimed at you alone.

But there's also the business gain for employing the sort of technology that allows for the customisation of products. Rather than having rows of shoes in every colour under the sun, and racks of jumpers in all sizes, bespoke options allow for a cut down of inventory too. And with 3D printing technology quickly becoming widely available, the reality of people everywhere donning apparel made specifically for them is closer than ever before.

Fashion retailers are jumping on the customisation bandwagon too. Primark last year launched a customisation station which lets shoppers create their own T-shirts by choosing a design, adding a message, and watching it get printed in minutes. This trend, adds Technavio, is only set to grow in years to come.

Sectors: Apparel

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