Personalised Fashion?

Personalised Fashion?

In the digital age personalisation is more important than ever. Personalisation is often cited as the next big opportunity in fashion, but is mass customisation really the future?

The fashion industry is embracing technology and considering the future and, as ever, Burberry is leading the charge, “making sure all the product, service, online – all these things become a personal experience”. (Christopher Bailey). The chief digital officer at Westfield Lab, Kevin McKenzie, is also thinking along these lines, stating that “the mall of the future is really a personalised experience”. There is a long list of others that are firm believers in the potential of bespoke products and services and made to order strategies (see gallery).

In fashion, however, so many consumers take their cues from the trend pages of Vogue and the wardrobes of Kim & Kanye – what will personalisation mean to them? The big luxury brands have worked hard to create and sell an image that their customers want to be part of. Do those consumers really want to be unique and tell their own story or will the concept go no further than a monogram? Only time will tell…

See above for our gallery of whats out there in personalised fashion today. From custom designed accessories at Chopard and Prada, 3D printing apps such as YR in Topshop and the classic monogram at Louis Vuitton and Burberry without, of course, forgetting the personal touch at Mr Porter…