"What was formerly a practical solution has currently become a more sale argument to attract the customer"
Sastres Association of Spain
There was a time, not too distant, in which people wore their initials even in underwear.It was to distinguish her from her neighbors, because formerly the laundry was done and it was common for the garments to be mixed and one ended up taking home half the closet of another.But that century passed, the washing machine was invented, the clothes stopped getting lost - although the socks continue to go to an unknown whereabouts - and the custom of embroidery in the checker of the shirt, the handkerchief or the enaguas was lost.The industrial revolution also contributed to this change, with the birth of standardized manufacturing textile companies that replaced the initial historical ones with their own identity sign: the logo, thus being the customization linked only to the sector of haute couture and clothing made tohand.
In fashion, however, everything returns, as the sleeves, the shoulder pads or the bell pants have returned, and now also customization;although for very different reasons to those of yesteryear."What was formerly a practical solution has currently become one more argument to attract the customer," they express from the Spanish Sastres Association 'La Trusta' 1865."The difference is, surely, that the new generations did not know this practice of other times and they find it novel".
Offer the possibility of customizing what is bought to somehow convert it into unique, it is an increasingly widespread practice among brands.The great luxury firms have been betting for it to provide an even more exclusive service, but the whim is already available to those who do not want, or cannot, spend their salary to dress.
Sastres Association of Spain
Mango board with initials or icons The shirts, poles, jackets, American and even accessories of its Mango Man collection since 2018;While the Zara Edited service, launched in 2019, works in a similar way but with jeans of the women's, man and children lines;An idea that already implemented the mythical American company of Cowgirls Levi's.For their part, Italian underwear and bathing suits Intimissimi and Calzedonia also serigraph their panties, fasteners and swimsuits.
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Asked in case this booming current competes with the traditional tailoring work, in which individualization plays a crucial role, from the Sastres Association they consider that they do not need to compete with this trend because their way of working, 100% personalized to the formsAnatomics of each client, is "the source of which these giants nourish" and what these companies do is "imitate artisan tailors with an industrial process".
For their part, footwear stores do not walk behind and are increasingly frequent that it is the clients themselves who design and personalize their shoes.The custom is mainly settling in sports brands.Some outstanding examples are the Nike By you service, Adidas Originals, Vans Customs or Converse by you.
As for the accessories, the customization of bags leads the segment.The luxury brand Maison Goyard was one of the first that incorporated the possibility of customizing the product that the customer bought already followed others such as Coach, Longchamp, Fendi, Valentino, Dior, Channel, Gucci or Louis Vuitton.But this tendency has not only followed by the most distinguished international firms.In Spain it is already possible to take an unparalleled bag 'Made in Spain' thanks to brands such as Lonbali, created by Soledad and María Álvarez and Marc Caballé, children of the designer Purification García;or there love, founded by Paloma Tey and Inés Sentmenat.
Beyond fashion, customization has also sneaked into other sectors that see in this detail an added value for their products and an ideal means to loyalty to customers with the brand.Cosmetics, stationery, food and even kitchen utensils have risen to the train."Personalization is born from the growing need of people to feel identified with their things and is also a hook to generate sales," says Sebastián Velilla, Marketing and I-D chef from Lekué, a Catalan company that sells silicone tools forcooking that has recently launched a taper that allows you to record the name of its owner for free.
From personal care companies they also agree that this claim helps them to "be closer to our clients," as they affirm from the Lancôme house, which gives the option of serigraphing their fragrances Idôle, Vie Est Belle and Trésor, soAs makeup articles such as L'Abscu Rouge Labial.In addition, María Borras, Director of Communication at Guerlain, a company that began with the customization of the mythical bottle of the bees and continued with Rouge's lipsticks, highlights that “the service has been very well received above all on dates indicated as Christmas orValentine's Day, because it allows a special and different gift ».
In food, Starbucks rotates the vessels with the name of its customers since time immemorial, Tosta Rica gives the option to choose the drawing of its cookies, Coca-Cola generated furor throughout the world with its announcement 'shares a coca-cool with... ', and Nutella and Kinder used similar strategies in their jars and chocolates, respectively.
It seems that personalized articles have come to stay and that society is welcoming them with open arms, their only condition is that, once acquired, they cannot be returned.