Customisation has been a part of the fashion industry since time immemorial. Due to sociological changes, it is becoming a larger part of production and sales in the fashion industry. Mass customisation combines the personalisation and flexibility of custom-made products with mass production and specific target groups. While some 63 per cent of women struggle to find the right fit in retail clothing, mass production of garments leads to a huge amount of waste. The sizes manufactured are mostly in the XS–XXL range which often causes poor fitting, and 70 per cent of the time the garments are either returned or rejected without even being worn once.
Mass customisation reduces the chances of returns, eliminates excess stock inventory and thereby leads to zero or no inventory. Zero inventories save a huge amount of waste from being dumped annually into the environment. According to an April 2018 YouGov survey, 26 per cent of US consumers prefer to personalise a product. Apparel and footwear (29 per cent), as well as food and beverages (29 per cent), were the most common categories for buying personalised items.
Writer: Harshit Parikh
15/07/2020
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