Modern day consumer seeks to invest in something that is more personal and unique, hence luxury fashion brands are trying to create new technology that allows to make custom clothing in just a few minutes. In the new Polo Ralph Lauren store on Regent Street in London customers can get embroidered personalized patches or monogrammed blazers with only just a few taps on a tablet. At Gucci it is possible to apply designs on jackets, also in Burberry anyone can monogram a scarf. The process of customisation is so quick that for example, the design below took only 20 minutes to create on a Brother PR655 machine at Tommy Hilfiger.
Fashion brands are being forced to think of new ideas that involve personalized items since modern day consumer wants to get exactly what one desires. Moreover, customized designs feel closer to heart and allow oneself to stand out from the crowd. As José Neves, founder and CEO of online retailer Farfetch said: “Customisation will be the next revolution in luxury,” he says. “We wanted to find a way of offering luxury and bespoke products to an audience that’s increasingly knowledgeable about style and quality.”