I think the demand for customization is only going to grow, and I think it could even drastically change how we buy our clothing. I think this will affect the industry because it is going to change the humble T-shirt.
In a presentation I attended by Charles Ohiaeri, chief fulfillment officer of Zazzle, he noted that 67% of all of their orders are personalized. Their network makes 250,000 products a day, so that really stood out to me. The fashion world is already seeing significant disruption by “fast fashion” where consumers are taking part in the look and design of the garments they want.
I think we will also see clothing sizing change. There will no longer be a medium, but instead, an “Aaron-sized” garment based on a scan. Digital one-pass printing technology is evolving quickly, so the ability and cost to customize will continue to change for the positive for the consumers.
Apparel decoration and personalized product companies need to start thinking about how they can help their customers set themselves apart through customization and personalization of products. People need a tangible product that they can connect with because we are human. We have a real need to connect. Until we all become cyborgs, there is a lot of business to be had out there.
Editor’s note: These and other questions are answered and discussed by Todd Downing and Aaron Montgomery of Our Success Group regularly as a way to continue to commune with the Our Success Group family during the COVID-19 pandemic. You can find these live videos called Q&A With Todd and Aaron over at www.liveosg.com.