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Going Like Sixty
Custom Clothes Not Just For Affluent Anymore - Web-Based Personalization
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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.
But increasingly, marketers are recognizing that Web-based personalization continues to be one of the true great advantages the Internet has over the brick-and-mortar world. And at sites like mejeans.com or ujeans.com, consumers can order the perfect-fitting denim creations. Still, fashion marketers expect companies that continue to try and find fit solutions to do well, even if bigger companies can't. "There is definitely a frustration among women that one size is not the same from brand to brand, and with sizing in general," says Ciri Fenzel, of Breathe Retail Consulting, based in Washington, D.C.
"Manufacturers certainly recognize it and are trying to make shopping easier," she says--adding that while working in marketing at VF Corp., which markets Lee and Wrangler jeans, the company tried hard to communicate with women in advertising and signage. "But even things like 'relaxed fit' mean different things to different women," she says.
(publications.mediapost)
Via: publications.mediapost
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