Brands let customers create own products

CHENNAI: The need to differentiate themselves from rivals and engage with customers better is making retailers chant the do-it-yourself (DIY) mantra. So now, customers get to design their own clothes or create their own colours. The festive season saw apparel retailer Allen Solly introduce a scheme allowing walk-in customers create their own colour for apparel and have them shipped to their homes in a fortnight. With bright-coloured chinos making a comeback and customers picking up fluorescent green shirts and neon pink trousers, the retailer is running the scheme to give its existing product range a new look. The company has launched this for a range of men's shirts and trousers, said Sooraj Bhat, brand head, Allen Solly. The choose-your-colour option will be available for women's wear for the Spring-Summer collection, he said. Crystal products brand Swarovski Elements too has taken the DIY route by tying up with saree retailers. The retailer and Swarovski together will help customers sit down with designers at stores and create their own crystal-embellished sarees. "Retailers already sell crystal-embellished sarees and these (DIY products) would provide further differentiation with coloured crystals or 3D crystals, and will be customized for the user," said Vivek Ramabhadran, managing director, Swarovski Elements. The company is tying up with Chennai Silks, Bangalore-based Deepam and Kerala-based Kalyan Silks. Apparel-maker Raymond too has jumped on the bandwagon by offering its customers customized tailoring of suits at some of its stores. The concept of choose-your-own doesn't just stop with apparel retailing. After telecom companies like BSNL and Idea Cellular allowed customers to choose phone numbers, Airtel has launched 'myPlan' scheme where you are allowed to choose your telecom rental pack from a bouquet of five based on your usage. "Customization is catching up in India as in the West, with the idea of getting the customer closer to the brand and differentiating from peers. Customization and personalization by a brand is to engage more with the customer and make him part of the process of creating the product rather than just interacting with him for the transaction," said Ankur Bisen, vice-president, retail and consumer products, at consultancy firm Technopak Advisors. With innovation battle being won by peers who introduce me-too products, this would help brands create differentiation and increase loyalty. "The concept recently emerged in Western markets and is popular among premium and niche brands. In Germany, for instance, it is a trend to have your name etched on the waist of your shirt," Bisen said. TOI