Customizable fashion- why India needs it?
“This looks like it has been custom-made for you!”- how many times have you heard people tell you this for an off-the-shelf clothing item? Not many. Such clothes are like perfect jobs; they very seldom come around. In this era of mass production, customization of clothing is an acquired taste. But since the last 2-3 years, this trend is coming back and how!
With the unorganized tailoring market forming a huge chunk of India’s apparel industry, customization actually comes naturally to us Indians. Buying clothes and getting them altered at the local tailor shop has been our thing to do for decades now. But bespoke clothing is a trend that is only just catching on. Customized clothes are ones that fit you like a dream and also, make you comfortable in your own skin. At Power Sutra, we believe that style can be both bespoke as well as comfortable. Why must you have to choose? Hence, every product listed on our website is available for customization.
In our view, below are some of the many reasons India can see a tectonic shift to customizable fashion in the coming years-
A break from the myriad collections
On-demand manufacturing of clothes is the change you need away from the collections staring you in your face each time you browse through your phone. There are more collections/sales these days by brands than there are moods of a child. And hand to heart, tell us you don’t worry about bumping into another person wearing the exact same shirt as you when going out. Bespoke clothing is tailor-made for you. It is styled for you and speaks of you; why would you prefer it otherwise?
Technology makes everything easier
Who’s have thought that augmented reality will be changing the fashion game? It is! And so are technologies like 3D printing. Technology has integrated design with manufacturing, while increasing efficiencies, reducing wastage and providing you with a seamless fit. Like with every other sector, technology in India is transforming the apparel sector for the better.
Where is the edge?
Why do brands die down after a while? Or what does it take for a brand to keep its head above the crowd and constantly innovate? It is product differentiation- the very basic of all concepts. Mass production is definitely cheaper, yes, but what is the value you are adding to your customer’s wardrobe? Both you and your customer need to have an edge over others. You, in what you make and your customer, in how and what she wears it. Power Sutra is a big believer in the fact- the more commonly you produce, the more you lose your edge. Be different! And that is our edge over the brands that mass produce, we are not common.
We’d like to add to the above by saying that while it is not everyone’s priority, but employment creation should be at the core of our businesses. Machines and mass production can give you scale, but customization gives you quality, trust and a happy customer. You need to reach an equilibrium between the two. At Power Sutra, we believe in the perfect fit and hence, offer customization for our styles.
