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2023 Author: Gabrielle Mercer | [email protected]. Last modified: 2023-05-21 12:25
Previously reserved for the most expensive and exclusive labels, personalization and individual finishes are becoming a mass phenomenon in fashion. Why "custom made" is becoming more and more important.
What used to be the privilege of high-end customers has become increasingly affordable and accessible to many. Products with customizable attributes such as color, prints or monograms express the individuality of the wearer. Even big players like Zara, who offer parts of their collections that can be personalized, have recognized this. US psychologist and author Jennifer Baumgartner ("You Are What You Wear: What Your Clothes Reveal About You") assumes that the increasing demand for customization signals growing dissatisfaction with mass-produced goods. "It's a reaction to fast fashion," said Baumgartner. "People want to move away from disposable goods. With personalization, things gain in value."
The Austrian entrepreneur Vera Doppler, who specializes in personalized decoration, accessories and fashion with Die Macherei, has also noticed an increase in the demand for customized fashion: "This has been on the advance in corporate gifting and luxury for years. Now it is also an indispensable part of fashion and accessories.
In purely psychological terms, something personalized means made especially for me. It fits into a time of more conscious consumption, manual labor and craftsmanship, where higher prices are often paid for something special. And: We are developing a stronger connection to the products. "So a trend with a sustainability factor. We like it!