In a world of consumers bogged down by money problems it gets hard to sell the idea of paying for customized clothes, versus buying off the rack and on sale. But mass customization is an aspect of apparel product development
that if properly incorporated into the design development process,
can assist the small business entrepreneur in the conquest for successful
globalization of one-of-a-kind, consumer-centric/aspirational brands. TSX
Design House is a locally owned company that specializes in product
branding, personal branding, Urban Couture and Fine Art. To date they produce three aspirational brands: TSXDH(customized one of kind urban sportswear constructed using couture techniques, tailoring, and other special design processes), SHEEVA, and YEMANJA. TSX Aetlier is the brick and mortar operation, while TSXDH Online(http//:www.zazzle.com/tsxdesignhouse) is also available for customer convenience providing ready to wear clothing, art, and collectibles. Their consumer objective is to provide customer intimacy, product leadership,exclusivity, and individuality.
TSX Design House supports the theory that, “ customization in this industry offers a good opportunity to counterbalance additional cost in manufacturing by a high end consumer’s willingness to pay, ”(Springer 2003: ca.535 p168illus). The minimization of multi-channel distribution systems alone adds value to the product by reducing non-value time in warehousing. Instead they
ship made to order , exclusive product . Customer input within the design process adds value to the garment, reduces non-value time, cost of chargebacks, returns, and redistribution. Customers will feel as if they are “ getting what they pay for ”, equating all of these things with a quality product and brand name.
TSX Aetlier operates within the realm of mass customization
by use of a 3d body scanner(through outsourcing) to ensure a speedy, accurate fitting process. While the internet allows online design consultations, online trunk shows, and easy data transportation.
In a corporate scenario TSXDH hosts corporate fashion shows as networking events while promoting a door to door service(D2D), as well as online corporate fashion shows that can be viewed at the office. The D2D states: there is an online design consultation, fitting at the office by an in-house tailor, virtual try-on with avatar, pick 12 pieces, finally virtual fashion show followed by purchase. These methods help the consumer, identify clothes that fits them the best, without wasting travel time, and offering an exclusive shopping experience.
In a retail environment of global consumers, customer integration into the design aesthetic of garments is critical to the bottom line of profit. “ Products that require matching of different physical dimensions or functional requirements often engender higher price premiums than changing colors or design patterns. ”(www.mass-customization.de/cce/Part6.htm) Knowing this, a combination of body scanning, tailors, and customer integration within the actual aesthetics will maximize the price premium. All the details of the garment are customized to that one consumer from the dimensions and color palette, to the actual imagery. Ensuring your garment exclusive, one of a kind, and truly unique; priceless.
Stay Tuned, MUAH aaand scene…
For more on fashion, beauty, or apparel product development; check out my articles on Ehow and Tyra Banks’ Typef.com…
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