We are in the midst of a sea-change in the clothing business. Remember when custom clothing was reserved solely for the ultra-rich? Now with the web and interactivity, getting custom clothing, shoes and accessories made to fit your personal design preference is as easy as firing up your computer. From Converse and Van's shoes to Land's End swim wear, custom clothing is easy and affordable.
Implications - The Internet is a fantastic place where marketers are finally realizing all of their options, including customization of items. Being able to customize clothing can make shopping a lot easier for consumers, especially if they have problems with sizing. It also gives people a chance to be creative and own a unique item that was specially chosen by them.
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Concept: Custom Clothes Not Just For Affluent Anymore
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Segment: Neutral, 18-35
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Custom Clothes Not Just For Affluent Anymore
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