Practically everything is customizable these days, from your sandwich to your cell phone case, so why can't we buy suits and sundresses that are equally as personalized? With services like Print All Over Me (an online platform that enables anyone to upload designs that PAOM can print into clothing items) and Tinker Tailor (a service that lets customers change luxury designer pieces based on their own aesthetic), now we can.
At the SXSW panel When Fashion Gets Personal, Joe Zee, Editor in Chief and Executive Creative Officer of Yahoo Style moderated a discussion amongst Jesse Finklestein, co-founder and creative director Print All Over Me; Aslaug Magnusdottir, co-founder and CEO Tinker Tailor; and Scott Jones, VP Personalization at Nordstrom, examining how technology is making fashion personal for consumers on an increasingly granular level.
With an emphasis on data that lets them remember exact customer preferences, and transparent communication that keeps shoppers looped in throughout the production process, PAOM and Tinker Tailor are learning that the ability to customize actually leads to lower return rates thanks to a feeling of customer ownership over the final product.
Though customized fashion has long been thought of as a luxury reserved for the privileged few, these disruptors are aiming to upend the entire industry. Today, anyone can kick it up a notch and dress beyond the "trend." Has the long-awaited democratization of fashion finally arrived?