BLOG UNIVERSIDAD Y MODA.
NOTICIAS Y NOVEDADES DEL MUNDO DE LA MODA .
La
customización como tendencia de moda. Personalizar las prendas y los accesorios
para hacerlos únicos.
La moda llega a todo los
lugares del mundo y las prendas se generalizan de tal manera, que a veces vemos
a diferentes personas vestidas de la misma manera, como si fueran clones. Los
mismos looks pensados a partir de prendas parecidas o estilismos similares.
NOEMI
COLLADO. Madrid.
Los consumidores demandan cada vez
más originalidad. Las grandes
marcas de distribución se encuentran localizadas por todo el globo terráqueo. H&M tiene
tiendas en las principales capitales del mundo y esto significa que podemos
comprar prendas de esta marca en Paris o en Londres. Generalmente las
colecciones se crean buscando desarrollar unas ideas y no unas tendencias de
consumo por países. Esto quiere decir que podemos ver a personas vestidas de la
misma manera en Paris. Aquí interviene, la necesidad de diferenciación que
tienen los consumidores hoy en día. Los clientes que consumen moda, no quieren
salir a la calle y ver que llevan el mismo look que el resto de la población.
Las empresas han detectado esta necesidad del consumidor.
Las grandes cadenas de distribución de moda
tienen como objetivo crear nuevos productos que sean atractivos para los
clientes. Buscan nuevos desafíos y nuevos conceptos. Su presencia en los
mercados es cada vez mayor y poco a poco han conseguido hacerse un hueco, en
los armarios de los consumidores de todo el mundo. Estos, por otra parte, se
ven influenciados por los medios de comunicación. Las marcas inundan las
revistas relacionadas con moda, la radio y la televisión con sus propuestas de
moda. Todos los consumidores tienen acceso a la misma información y las marcas
han establecido un amplio rango de tallaje, de manera, que las prendas de las
colecciones pueden ser vestidas por un gran número de personas. La moda se ha
globalizado y la individualidad se ha ido diluyendo.
Este sistema de customizacion permite que el
producto sea diferente y se identifique con los gustos específicos del
consumidor. El individuo se diferencia del resto.
Con la aparición de la fabricación de
prendas en cadena, se produce el efecto contrario. Los consumidores se ajustan
a la talla de prenda, en lugar de que la prenda se ajuste a ellos. Pierden su
individualidad. Pero sin embargo, sigue existiendo la necesidad de diferenciación.
Con esto percibimos claramente que los consumidores ya no quieren vestir lo
mismo que el resto de las personas que les rodean. Prendas de tal o cual marca
que todo el mundo lleva. Hay un sector del mercado que busca distinguirse del
resto y esta tendencia la han captado ya algunas marcas de moda. Hoy en día,
las marcas buscan una unión entre su firma y el consumidor individual. Quieren
que el cliente se vincule a la firma y se fidelice con sus productos, mediante
la personalización de la prenda. Las marcas cada vez mas apuestan por este
sistema.
Polo Ralph Lauren,
por su parte, permite personalizar alguno de sus modelos mediante la selección
de escudos y bordados. Estas aplicaciones se seleccionan directamente en la
tienda y posteriormente se fijan a la prenda mediante un sencillo proceso de
bordado o pespunteado.
ENGLISH VERSION. UNIVERSITY
AND FASHION BLOG. NEWS FROM THE WORLD OF
FASHION.
The customization as fashion trend. Customize the clothes and
the accessories, to make them unique.
Fashion
reaches everywhere in the world and the garments are so popular that sometimes
we can see people dressed in the same way. They seem clones. Same garments or
similar outfits, produce same looks.
NOEMI COLLADO. Madrid.
Consumers demand more originality in the garments. Huge brands of textil distribution are in the main cities arround the world. H & M has stores in major metropolis of the world. Therefore we can buy clothes of this company in Paris or London. Generally the fashion collections are created focused in some ideas not about consumer trends. This means that you can see people dressed in the same way in Paris or London, and this is the point, people need to diferentiate. Fashion consumers, want to show their personality. Companies have detected this consumer need.
Huge brands of textile
distribution aim to create new attractive products for consumers. They seek new
challenges and new concepts. These brands are increasingly popular and
gradually have carved a niche in the closets of consumers worldwide. Consumers
are influenced by the media. Brands fill up fashion magazines, radio and
television with their fashion proposal.
All consumers have access to the same information and the brands have established
a wide range of sizes so the items from the collections can be worn by a large
number of people. Fashion has globalized and individuality has been diluted.
Nowadays we can see, streets full of people wearing about the same cloths or the same ideas and the only thing that differentiates them is their physical appearance. As a result of this situation, there is a part of consumers who feel the need to differentiate themselves from others. But they want to continue consuming the same fashion brands. The solution goes through the customization of garments. Some people seek more personal and exclusive options.
The trend of clothing customizing, has been identified by the big companies and as a result, we can find in the market some new products that allow certain changes in its original design. This system customization allows to create an original product according with the consumer tastes. Finally one person is different from the other.
Nowadays we can see, streets full of people wearing about the same cloths or the same ideas and the only thing that differentiates them is their physical appearance. As a result of this situation, there is a part of consumers who feel the need to differentiate themselves from others. But they want to continue consuming the same fashion brands. The solution goes through the customization of garments. Some people seek more personal and exclusive options.
The trend of clothing customizing, has been identified by the big companies and as a result, we can find in the market some new products that allow certain changes in its original design. This system customization allows to create an original product according with the consumer tastes. Finally one person is different from the other.
This globalization of
fashion, produced through the media and the democratization of clothing, are
relatively new. The new situation in fashion occurred due the generalization of
pret-a-porter in 1970. The fashion was not always as it is. To understand this
evolution, we should look at 1940. In this decade began the era of Haute Couture.
Fashion was a social
differentiation. The garments were created specifically for the person, the
body and tastes of the client. People were clearly differentiated between them.
With the appearance of the prêt-a-porter, changes fashion. Consumers must fit
to one size, rather than the garment fit them. Today, the consumers has lost
its individuality. The need for differentiation is still in our society. We can
see clearly that consumers no longer want to dress the same garments as other
people.
Brands like Ray-Ban or Polo Ralph Lauren have chosen to give their customers
the option of customize some of their products.
Ray-Ban presented, "Ray-Ban Remix" within their website. This service allows the clients to create a single model, by selecting the color of the frame, the finish or using a personalized engraving.
Polo Ralph Lauren, meanwhile, lets customize some of its models by selecting badges and embroidery. These applications are selected directly in the store and then attached to the garment by a simple process of embroidery.
There are other brands, for example “We are knitters” who has put on sale a kit for weave a cotton bikini.
Ray-Ban presented, "Ray-Ban Remix" within their website. This service allows the clients to create a single model, by selecting the color of the frame, the finish or using a personalized engraving.
Polo Ralph Lauren, meanwhile, lets customize some of its models by selecting badges and embroidery. These applications are selected directly in the store and then attached to the garment by a simple process of embroidery.
There are other brands, for example “We are knitters” who has put on sale a kit for weave a cotton bikini.
The fashion is evolving and is the market that has to adapt to the customer needs. The customization creates value for clients. So this strategy is a good way to build customer loyalty.
The brands claim to offer
what the customer are looking for. This means that brands, study trends, review the age of customers,
think about what they want, where they buy and especially what they are seeking.
As a conclusion, marketing departments want customer feel their products, as something unique and special. Customize products and adapt them to the particular and specific need of each customer.
As a conclusion, marketing departments want customer feel their products, as something unique and special. Customize products and adapt them to the particular and specific need of each customer.
