Dive Brief:
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Women's fashion brand eShakti launched a new customization feature called eShakti FX, which lets shoppers virtually make their own alterations to apparel items on the brand’s website before they purchase, according to an eSkakti press release.
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Users of the tool can customize different aspects of a garment, such as neckline, sleeve and hem length, and are able to see the changes on the item in real time, the press release stated.
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The company offers sizes XS – 6X and delivers both standard and customized product purchases within 13 to 17 days.
Dive Insight:
Why should shoppers settle for personalized product recommendations from retailers when they could instead customize the product itself according to their specific needs?
The retail sector may still be far from adopting technology that will enable this to happen on a broader scale, but the industry has witnessed some definite movement by players looking to capitalize on the ability to give shoppers exactly what they want.
eShakti’s announcement follows a growing interest in personalization, including technology that allows consumers to find their true size — a trend that caught the eye of Amazon, which acquired body scanning company Naked Labs in 2017.
Craft retailer Joann offers a service allowing shoppers to customize fabrics, and Adidas and OnPoint Manufacturing have been experimenting with or investing in on-demand apparel manufacturing. Additionally, the self-lacing shoes recently announced by Nike and Puma nod to the notion that customers should be able to customize fit even after they have purchased the shoe.
However, customization also introduces some potential supply chain and delivery challenges. Brands offering this capability need to figure out how to operate it alongside traditional supply chain processes to ensure the unique items are manufactured and delivered in a reasonable time frame. Customization won’t be the next big thing if it adds too much complexity to operations and forces customers to wait too long for delivery.
