Welcome to the world of the manufacture in 3D, of “do it you yourself”, of the virtual make-up and the preparation to size just by a photo, one ‘app’ and ‘smartphone’. The next stroll that DES to a shopping mall will be, more likely, virtual. If you are of the nostalgic ones, calm: you will not have obligatorily to do it from house, although yes using the suitable technology.
They are stores that could well be in a shopping mall of those of all the life, but in this case they are virtual and they fit in a memory pencil. In them you can buy any product who you imagine now and, also, to make it. Whenever you count, that yes, with the suitable device.
Great brands as Tesco, Sephora or Nike already have implemented some innovating characteristic to their model of sale. Tesco, for example, animates to its clients to use Google Glass to scan the bar code of foods and to add them to a digital shopping cart. Sephora goes a little further on, experimenting with a mirror of virtual reality that allows his clientas to prove diverse shades of eyes and lipsticks without applying them of real form on its skin.
You lie as much, Lowe's, a American company dedicated to the scope of the home, bets by a room, also virtual, where their buyers can see a representation in 3D of their new products before they leave to the market. The Inditex Spanish, on the other hand, bet by the technology RFID, that allows the great distributors to have controlled the product in the different stages from the process until it arrives at the end user.
Nike takes to a time leaving its buyers personalize its own sneakers as a form “to construct to relation and confidence with the brand”, a system that seems to be successful.
Beyond the attempts of some great companies to adapt to changeable surroundings and to innovate, others is born in order to eat land to them especially in the scope of the textile, and to offer a radically different experience, that in most of the cases it has to do with improvements related to the point of sale. The companies Hointer and Mtailor are some examples of ‘startups’ that bet by this sector, a land in which it prevails “you do it you yourself”. Their experiments also begin to study in some international universities.
A NEW UNIVERSE IN THE TEXTILE SCOPE
“It stops dressing clothes that other men also have”. That butcher it is Mtailor from his Web. And it is that the company has created an application destined, at least at the moment, only to men. Their objectives are very clear: that you can design your own clothes, choose the fabric or the complement, and differentiate to you completely from other people.
Rafi Witten, one of the impellers of the idea, assures to HojaDeRouter.com that the project, although was sent at the end of June, it already has visible results and the users are enchanted. It explains that the idea arose after its companion Thousands and it realized of which, although they bought everything of form almost online, never dared to do it with articles of clothes. “It restrained the thought to us of which, once bought, we would not have left well. So we decided to create a tool with which we were sure that was not going to happen”.
But, how he is that to design your own clothes? According to Witten he is something very simple, “the client takes measures to itself”. It must take his mobile phone, to make a photo – directly from the application – aiming at the part of the body where a certain article would go, and ready. It assures that major takes measures with a precision a 20% that a professional tailor. The user “can be sure that when she is put the shirt will have left perfect”.
The case of Hointer is very similar. Nadia Shouraboura, its impeller, tells us that any person can approach her small establishment, not to lose the customs, and to choose the article that wishes to buy, as much of that sees there as of that she finds through his official application. What more him difference? That in its store a unique model of each piece only exists.
Shouraboura says that this model combines two important aspects. On the one hand, any person can see images of her products by Internet, compare prices, read commentaries of other clients, and buy comfortably from any place. Nevertheless, “there is an important thing that it is not possible to be done in line: to see, to touch, to feel the product”.
With his application not only you will be able to choose the article, but also to personalize it. The best thing of everything? That you you take it to house just exit of the furnace, because you are who direct all the process of manufacture. In only some minutes, which you want to buy will be ready.
The businessman says that it is a business model that has come to remain. For that reason already she is being studied by some universities, as it is the case of laUniversidad Cal Poly Pomona (California). This institution, even, has created a tool that previously mixes several of the characteristics of projects both mentioned. It tries to allow that the clothes make in 30 minutes guided per that are going to buy it. “Everything to size”.
What happens with the long process of cuts, preparation and coloration? That it is simplified remarkably. According to the equipment that has impelled this project, with the collaboration of AM4U – a dedicated company to create innovating technologies for the manufacture of clothes – the initiative demonstrates that the electronic commerce, the digital methods of production and the innovating techniques of dyeing can revolutionize the manufacture of clothes.
DIFFERENTIATION AND BENEFITS
Shouraboura thinks that, in a while in which many stores look and offer the same products like industrial level, the new model of business that she and others begin to propose can be the key of the differentiation. “Autodiseño can create interesting experiences of purchase”, it assures. Always from a model moved away enough of the full shelves of clothes that, if it is not sold, are ended up accumulating in great amounts. A situation that sometimes forces its owners to offer inasumibles discounts – although better that than to relegate products to a warehouse.
Bud Robinson, one of the AU4M representatives, comments to this means that the difference between these models of business and the already existing ones is very simple: nowadays the great brands need hundreds Euros to make simple articles of sample in abundant amount. The new models make artisan samples of fast and cheap form, and it does not squander material nor resources since it only makes what the user wants.
This type of initiatives is thought so much for retailers as for great brands, and that are thus decided by a business they are convinced that its model of small factory can duplicate or triple the benefit of a company that follows the habitual processes. With these new projects, nothing is made until it is sold and costs in wage and space are saved. It is evident: no longer great stores will be necessary to lodge products. A few ‘gigabytes’ of memory can be the virtual equivalent of a warehouse of 30 kilometers square.
The AM4U people in charge say that the final benefits of their initiative can more be 20 or elevated 30% than in a normal situation. In addition, a project thus “can allow the luxury to pay good wages in its markets of origin, and to leave of side the exaggerated work by piece and that takes place to thousands of kilometers and whose results arrive after months”.
AND THE REACTION OF THE SURROUNDINGS?
The AM4U project goes by good way. He sent his first factory in June, in Los Angeles, and their representatives assure that already 140 great brands and retailers are interested in him.
From the point of view of the clients, according to Shouraboura, they also are obtaining positive experiences. As much Mtailor as Hointer was thought for men initially, until they began to receive great demand of women who also wanted to enjoy these services. First it is in process to respond to those demands and second already it has done it. The answer of the partners also is being favorable since “now they have more time to dedicate to those clients”.
Also they received requests of adolescents and people of outpost age, so Hointer has begun to sell licenses so that other retailers can use their technology adapting it to another type of consumer.
According to the person in charge of the company, a model of business of this type “generates a comfort for the lifted client infinitely more”. And it explains it of funny form: “when you go to a store you can prove you articles and consult the help of sales, but habitually you need to load with all the clothes until the fitting room. There you are standing up, naked, and you can suddenly realize which you need a different size. So you must yourself dress and return to by her or requesting help”.
According to the person in charge of Hointer, their associated clients and much less have work that in a normal store. This allows to concentrate in looking for the clothes them that they like, without worrying about no other thing.
ONLY THOUGHT FOR RICH?
In order to begin to make your own clothes with the application of Mtailor you need 69 dollars, at least, (about 51 Euros). This makes doubt if its model of business is thought only for buyers of high purchasing power. The company says that really he is destined to any man who wants turns well and he does not want to spend long time to the expensive tailors. “At heart it is a very competitive price if we consider of which we spoke of, for example, a shirt to dress customized order and”.
Something similar happens with the other companies that offer distinguishing products. It is the price to pay by the personalisation, although those that are behind these businesses think that it will become general soon and will adapt to the economic needs of much people.
It can the future be this of the purchase of clothes? The consulted sources agree in that yes. After all, the new businesses will in line continue moving as until now. If to that “we added to him that at present you can find things online that it does not have in a store, or to even do it you yourself, the future is assured”, creates Witten. Also it thinks that these projects could be a clear competition for the great brands “that, in the end, they will have to adapt if they do not want turns harmed”.
Whatever this new model reduces the time that passes since a product makes until it arrives at the user. But also a new native industry creates, that eliminates the necessity to have factories to thousands of kilometers (and there is one that are asked if this is beneficial or detrimental).
In the end, that these new forms of business take terrain with respect to the already existing ones will depend on if this type of projects different tastes and social realities adapt to. But, mainly, it will depend on which the users are prepared to pay the price to have a single article exclusively totally to size.
— — — — — — –