THOUGHT
10. Customization
Even though the desire to fit in is strong, the idea
of individuality allows a person to feel special.
Faster, more facile manufacturing now allo ws
customers to benefit from lower prices, while
still allowing them to enjoy owning something
that is truly unique, because they contributed to
the design process. Designers of many different
types of products are taking advantage of both
the tools and consumers' interest in finding this
balance between the two.
Compartmentalized design allows the customer
to select how the elements of a product are
fabricated, creating one-of-a-kind combinations.
9tailors produces quality shirts. Mixing fabrics
and choosing specific design details, such as
collar, placket, pocket pocket position, cuff, and
cuff button, allo ws a customer to transform a
9tailors shirt into an original. Converse produces
the iconic Chuck Ta ylor All Star hi-top sneaker,
a style that is offered in the traditional canvas,
suede, or leather-but that is just the foundation.
Customers have many choices when it comes
to the design and customization of the shoe, as
well as a wide assortment of colors, resulting in
infinite design variations.
Based in the Netherlands, fashion designer
Berber Soepboer and graphic designer Michiel
Schuurman designed the Colour-In Dress, a
simple sleeveless dress with an A-line skirt. The
third partner in the design process is the wearer.
She can use the textile markers provided with
the dress to make it her own. The graphic pattern
on the textile lends itself to being interpreted
in many different ways. The dress also has the
potential to be a work in progress, should the
wearer decide to add more color each time it
IS worn.
The whole customization process is particularly
successful when the garment itself is familiar and
the modifications are easy to imagine. Designers
might be wary of giving up complete control, but
in all of these examples, the product designers
have the unique opportunity to see their design
through the eyes of their customers. The exercise
provides valuable insight into what their audi
ence wants.
26 Fashion Design Essentials
The N3 Zipper Dress by artist
designer Sebastian Errazuriz.
Made of 120 zippers, this
dress allows the wearer
to customize neckline,
openings, and length simply
by zipping or unzipping
segments.
