For most shoppers, the idea of having an item of clothing purposely made for them sees to be a bit extreme, but made-to-order fashion is emerging as a real option for shoppers who would rather fork out the extra cash than pick through racks of yesterday’s trends.
“The first time [customers] often look for a dress for an occasion, but once they have that, they are intrigued to try daywear,” Anna Mason, founder of the eponymous womenswear brand, told the Financial Times Monday (Dec. 13).
Mason’s brand launches four collections each year, including some looks produced specifically for her wholesale partners and the bulk made to order. She’s noticed more interest in the made-to-order side of the business lately.
“It has very much to do with the idea of not flicking money, not doing too much fast fashion and an overall sustainability angle,” Mason told FT.
Made-to-order fashion also carries some level of luxury in a world where most clothing is mass-produced and copycats rule the day, meaning everyone likes to wear the same trendy item until they move on to the next one.
“It’s the newest and most updated form of luxury now,” Malone Souliers founder Mary Alice Malone told FT.
While some fashion brands are focused on making items that are truly one-of-a-kind, others have found recent success in launching limited-edition apparel that creates a buzz before it comes out and barely lasts in stock once it’s released.
Hasbro’s collaboration with Champion Athleticwear teamed up on a limited-edition line, while 7-Eleven jumped into the fashion fray in a partnership with entertainer and designer Kerwin Frost to create a “Snack Attack Uniform” made up of a jacket, pants and T-shirt that includes a total of 18 pockets.
Recent PYMNTS research with Scalefast shows that at least 21% of consumers have recently been part of so-called product drops, including 42% of Generation Z and 33% of millennials. More than 45% of consumers say product drops give them access to products that are hard to find and 64% of respondents say they can access items through product drops at good prices.