Zara And Nike Are Playing "Customized" Just To Perfunctory Consumers?

Everyone wants to be unique, and the fashion designer who wears expensive designer clothes thinks so.

Perhaps inspired by this idea, Zara has officially launched the Edited series, which allows you to customize embroidery on your own clothes, of course, free.

At the same time, Zara claims that all the raw materials in the Edited series are 100% cotton, which is planted by rotation or natural fertilizer. Not only can you customize the uniqueness of your own clothes, but also be able to keep up with the fashion of sustainable fashion nowadays. Isn't this perfect for Zara? This way, buy Zara and finally do not bump into your shirt!

But the only thing you can customize is a little embroidery. From afar, who knows you bump into a crash shirt? And you embroidered a letter on your clothes, do you have anything to do with writing your name on school uniform before?

Though it doesn't seem practical, it inspires many people's curiosity to try and play. In fact, there are more than Zara of similar operations at the moment. There are more fashion brands joining the battle. There is no exception from high grade luxury goods to sports brands. Now more and more luxury brands have opened their own small programs, and in the LV applet, you can customize your old flower bag - no, not custom style, but just a few small emblem, LV to put it on your bag.

In short, walking on the road and bumping into a bag will also send a sigh of relief because of the small cloth sticking on it. Moreover, it is not just the LV companies that are playing "customizing", but all brands including Longchamp have followed suit. However, if you feel that it doesn't make sense to customize several existing stickers badges. You can also take the OG route, and you can spend more money (or free, depending on the brand) after you buy something in the store, so you can ask the brand professional to write your name for your bag.

Nike's shoes customization platform, I believe you will not feel strange, choose the shoes you like, and add the materials and colors you like. Finally, the best thing is that you can also put your name on the heel or tongue embroidery, which is truly oath of sovereignty.

Of course, not only Nike, Adidas, New Balance, Vans and so on, a number of sports companies have launched a "customized" service to create your unique shoes. But frankly, how to match colors can bring out new ideas and really test aesthetics.

If you have noticed, the website of "DIY" has long springing up in China. That is to say, you can choose the right basic styles on the website: clothes, shoes, bags, pillows, then upload the pictures you like, and you can also print the names, which is the simplest and unique "customization". Digitally printed technology is very convenient now. If you were in a customized color changing Mug ten years ago and printed on your girlfriend's photo is romantic, then what you do now is definitely sending a proposition. And this large number of "map customization" may be more suitable for the company to build a customized uniforms to print the needs of Logo and slogans. It can be seen that this customized game of Zara is nothing new, so that consumers can add a little bit of their own elements to their purchases, which is the general trend and understandable. Can you really afford the word "customization" only when you make "custom" with such a small favor on your clothes?

Does it feel almost the same as embroidering the name on the handkerchief before? Look at these fast fashion brands that claim to be "custom-made", and then compare what they really mean in traditional sense. You will probably understand how subtle they are. There are many kinds of "customization", which can be collectively referred to as "customizing". Its meaning is only to satisfy the needs of customers. That is why we simply talk about the definition of these "custom-made".

The word "Bespoke" originated from the famous Saville Row in London. It is mostly used in men's wear field, especially in Western-style clothes. It means that from the beginning of the sketch design to the final production, it is designed for one person, the consumers can communicate face-to-face with the tailors, and will try out many alterations during the production process, so that 100% can meet the tastes and stature of the consumers. In the men's wear area, there is also a "Made-to-measure" saying, which is slightly more popular with people than "Bespoke", and is directly modified from the existing standard version and style. In a nutshell, a garment is slightly changed to fit.

"Couture" belongs to the elegance of a girl. You can understand that it is similar to "Bespoke". It is not only a pair of certain systems, from quantity to plate to trial blank, but also to semi finished garments and final garments. It means that more than 60% of clothing should be made by hand instead of machine.

"Haute Couture" is the Paris limited statement. You need to have 15 or more long-term employees in Paris. Each season can provide at least 35 sets of daily makeup and dresses, and it is not only less than one fitting for every customer, but only half of the feet enter the "Haute Couture" threshold. Finally, only when the Paris High Fashion Association (now the "advanced custom and Fashion Federation") is approved, can it be officially called "Haute Couture".

None of these "custom-made" designs can be done by random computer embroidery. Now look at this pile of small things that you can customize yourself: name, little embroidery, or optional characters, but simply add some simple things to the finished product. Is custom made? Perhaps it is not enough for the "semi custom" of the garment, it is only a kind of "DIY customization". Although the custom-made brands are far away from the traditional custom, it is not difficult to understand why a tiny little embroidery can become a favorite gimmick and even become a contemporary "custom culture".

After all, there is no consumer who does not want to be unconventional, to show his personality as much as possible. Such a small and modest custom element can undoubtedly give consumers the opportunity to distinguish themselves from others. Secondly, not everyone can afford to dress up from the beginning to the end, even if it is like Dior or Chanel, they can really afford to buy more than a dozen or even ten thousand pieces of Haute Couture clothes. After all, the cost is really high.

The most important thing is that the core of fast fashion customization is actually not how unique it is, but to increase the interest of buying things, and more ritual sense, so that you can buy two more clothes with the attitude of playing. In the era of changing trend and faster love, people have lost patience to spend half a year waiting for that dress. But in the final analysis, these fast fashion customization is just the degree of freedom within the controllable cost, which is a way for consumers to be self absorbed. You see, this dress has the name of my embroidery, is it unique? Pretend to be a member of "advanced customization". So, do you think it makes sense to change the word "customization" of several words and computer embroidery? Or would you consider paying for it and try it?