Bespoke clothing market grows with personalized apparel production
There was a preference for bespoke or customized clothing in India long before ready-to-wear apparel made inroads in the domestic market. However, the entry and growth of international and domestic fashion brands in the 1990s gave rise to the ready-to-wear clothing culture in the country. Yet, there are many who prefer made-to-order clothes. They demand a better quality and fit in their garments over traditional ready to wear clothes that could often be ill-fitting. This is once again giving rise to the organized custom clothing sector in the country with a wave of new business erupting on high streets across metros.
Memorable shopping experiences for customers
Rather than just a product, these new companies focus on offering a memorable shopping experience. They offer a great alternative to ready-to-wear clothes through their adoption of a technology-focused lean methodology to test products, get user feedback and engage with influencers.
Rapid advancement of fashion technology is also enabling fashion firms to upgrade their supply chains, develop digital channels and increase revenues. The pandemic has compelled these companies to adopt change and technology innovations for more customer enhancement.
AR/VR and online marketplaces emerge
Many of these companies are exploring digitalization in the form of VR/AR configuration, 3D design and graphics, virtual fitting and trial rooms, digital Apparel, AI buyer prediction testing, etc. They are also employing sustainable materials. Others are developing a bespoke clothes online marketplace to help buyers select fabrics, accessories, and styles, as well as designers, tailors, and manufacturers.
Most of these platform use AI and data analytics to scan and analyze millions of data on different social media platforms. This helps fashion marketers estimate customer demand and trends accurately. With the help of data, companies can schedule their product releases. 3D software and apps enable customers try new clothes Buyers can also use the 3D design on the platform to take their photos and post them on the app. These photographs help buyers generate a 3D model to enable customers try on new clothes from their home. They can also use other apps including bespoke apparel design in 3D view, quick order tracking with ERP, confirming orders via WhatsApp using a 3D engine, and a virtual QR textile sample book, etc.
Another is uploading the photo of their preferred clothes from any source and identifying the most appropriate product from the brand’s website with the aid of visual AI, natural language processing, and tailored search engines.
Solutions for contact-free shopping
AR and VR systems can also serve customers for contact-free purchasing in retail stores. They can provide 3D e-commerce experience to help compare products from anywhere. Fashion startups across India are trying to build new technologies either internally or through collaborations. They aim to provide customers a lifetime shopping experience through technologies like 3D modeling and digital body measurement tools.
Some companies are expanding their collections to incorporate buyers’ traits and personal preferences and provide unrestricted customization.
New technologies to boost mass-customization
Despite the emergence of regional and internet players in India’s ready-to-wear apparel market, demand for customized clothing is set to grow. Introduction of new technologies is likely to encourage mass customization and personalized production. This will boost customized clothing trend which is set to growth at steady rate.
