Sustainably Customized

Mass customization has been and will continue to be the new phase for the retail industry. This shopping experience allows customers to customize products to their individual tastes with a few clicks of the mouse. We have seen Nike at the forefront of this venture with their NikeiD online sneaker as they believe “Your Shoes, Your Way”. Recently Nine West Canada launched their own version first as a test called the “Pick Your Pump Collection” to determine if mass customization would be successful with their business structure and current consumers. Nine West customers can select the color and fabric they desire online of a 3.5 inch pump called the Martina. In order for customers to have this shopping experience available to them, the technology is the most crucial part of the operation. Mass customization has many long term benefits but also requires individualistic supply chain methods and capable equipment. Moving from a traditional store to a mass customized operation cannot be decided lightly as costs and risks are inevitable. Once fully implemented the technology must consciously be updated and managed.  Once mass customization is in effect all efforts of forecasting and time-to-market reports are no longer needed. This type of business structure is very attractive because success comes in less time and effort than a traditional retail operation. Although this seems like a simplistic approach the technology must be supportive, and running at peak levels to create a success.

Mass customization is not only attractive for its cost benifits but it is also more environmentally friendly then traditional retail. It’s great for decreasing landfill waste and works to reduce our overall carbon footprint. Think about it, the customers are able to choose how the product is to be made before it’s produced. Once the shoe is created, the order goes to the factory that will then produce and ship it to the customer. Waste accumulates more frequently in a more traditional logistics plan. Goods are designed and created, sent to the retail store in hopes of being sold. This can be considered a push strategy, where consumers are being told what to purchase. When this is not successful waste accumulates. Mass customization works more like a pull system, where the customer has the power to determine when a product is created. I believe that mass customization is the first of its kind where companies respect consumer’s interests by also saving time and energy. If more companies listened to their consumers, and spent time tailoring platforms/software to handle such requests our landfills would be smaller and time could be spent on more sustainable efforts.

Introducing technology more and more is the future of the fashion industry. It will continue to drastically change the way we shop and how we decide to purchase. In the last decade, online shopping has drastically changed the retail industry. Mass customization could be the next great change. As technology evolves it will continue to change our shopping patterns to a point where shopping without technology would seem unheard of.

Original Article: 

http://mypbrand.com/2014/12/03/nine-west-canada-launches-pick-your-pump/

Technologies Influence & Fashion

In today’s society the idea of living life without technology seems unthinkable. Technology and the electronics that follow are embedded within our everyday lives, from helping us stay organized, being our reminder for daily activities, captivating our interests when boredom strikes and keeping track of our progress throughout the day. About a decade ago cell phones, digital watches and home computers were the new age gear for tech savvy individuals. With time, technology has transformed and now penetrated into normality for the fashion industry. No longer are we closed off from traditional fashion weeks, when viewers can gain front row access to Digital Fashion Week from YouTube. This has changed the definition of “fashion week” and can no longer describe the continuous feeds of fashion shows all over the country, all year long. This would seem unheard of ten years ago, when getting a ticket to a fashion show was top priority. Since fashion has found recent transparency, it has changed the way we react to trends and how designers are better able to track our interest. Instead of reading critics opinions in newspapers the next morning, today social media captivates every minute from every angle and personality, in real time. Experiences are cultivated for others to take part in, and this phenomenon of communication snow balls until the next big moment. Fashion today is ready in the moment, and information floods anyone who is interested. Technology has changed us into avid searchers of experiences, that we can gain access to without leaving our homes.

Another form of technology that integrates our everyday lives with the fashion industry, utilizes the built in data from our smart phones. With location service software, clothing stores are taking advantage of customer’s positions and in turn provide on the spot discounts while customers shop. Although many argue that this is an invasion of privacy, it is the next progressive step into how brands can intertwine into our daily lives while following this idea of “simplifying” things. This statement is what I believe the growing technological world is built on. First came omni-channel business, next came integration and mobile applications. Technology has made it possible to generate experiences without person to person interaction. Targeting continuous shoppers and brand loyal customers is the avenue for this type of technology. This had led to an additional tier to business strategies from creating a great in store and online customer experience, to creating communication channels to its consumer. Applications on smart phones are also creating another form of lifestyle branding that was born out of this new technological age. Today technology allows you to be surrounded through multiple avenues of information. This influence in our everyday lives will only grow, as stated by Anish Singh, “A decade from now, the processing power of the average computer – or smart phone – will be 32 times stronger than it is today.” The possibilities for our future as well as the business practices of the fashion industry will grow and adapt to technology playing an even larger part in our lives.