In the stores of the future you will always have your size: you will be your own tailor! Welcome to the world of 3D manufacturing – do it yourself – tailored clothing with just a photo, an ‘app’ and a ‘smartphone’. Your next walk to the shopping centre might be virtual, from home, although using the appropriate technology.
These stores are virtual, and fit on a memory stick. In them you can buy any product you can imagine and now, also, make it. Clearly this will forever change the way men buy made to measure suits.
Big brands like Tesco, Sephora or Nike have already implemented some innovative features in their sales models. Tesco, for example, encourages its customers to use Google Glass to scan the food barcode and add it to a digital shopping cart. Sephora goes a little further, experimenting with a virtual reality mirror that allows clients to try different shades of lipstick without applying them in a real way on their skin.
Meanwhile, Lowe’s, a U.S. company dedicated to the home, is committed to a room, also virtual, where its buyers can see a 3D representation of their new products before they go to market. The Spanish company Inditex is committed to RFID technology, which allows large distributors to control the product at different stages of the process until it reaches the end user.
Nike has been letting its buyers customise their own shoes for a while as a way to “build relationship and trust with the brand” – a system that seems to be successful.
What’s coming – A new universe in men’s apparel
One website suggests: “Stop wearing clothes that other men also have.” The company has created an application aimed, at least for the moment, at men. The goals are very clear: you can design your own clothes, choose the fabric, and differentiate yourself completely from other people.
It is very simple, the client takes the necessary measurements himself, and with their mobile phone, takes a picture – directly from the application – pointing to the part of the body where a certain item of clothing will go, and that’s it. The app ensures that you take measurements with 20% greater precision than a professional tailor. The user can be sure that when he puts on his shirt, suit or jacket, it will fit perfectly. Each piece is unique.
With the made to measure app, you can not only choose the garment, but also customise it. The eventual aim is to allow clothing to be manufactured in 30 minutes, guided by whoever is buying it – everything made to measure.
What about traditional methods?
Anyone can see images of products online, compare prices, read comments from other customers, and buy comfortably from anywhere. However, there is one important thing that can’t be done online: see, touch, or feel the product. On this point, the traditional tailor, their made to measure garments, and the ability to connect a client (physically) with their garment during its creation win over technology!