The dynamic nature of human behavior and consumerism
The dynamic nature of human behavior, particularly consumerism compels the contemporary firms to adopt sensitive and responsive approaches to meet customer needs and requirements. In so doing, firms, including the fashion sector have opted to embrace a customized culture, a notable initiative that not only helps the companies to gain customer loyalty but also become competitive in the highly volatile global business market. This study examines the concept of customization and its trends in the fashion industry amid the rising urge of the global populace to embrace individuality and self-expression. It also delves deep into the historical perspective of the customization trend, particularly beginning from the 1970s. Here, it cites and researches the contribution of various individuals in the process, including Vivienne Westwood and Malcolm.
Examining the success of customization in the fashion industry
Of importance to this study is the need to ascertain the success or otherwise of firms in the industry, particularly those that have adopted customization initiative. Consequently, the study seeks to examine several literature sources regarding customization trends in the contemporary society, including providing examples as well as a discussion of various firms and brands in the fashion industry that has embraced the modern culture cited above. The limitations of customization culture are not exempt in this study as the researcher seeks to establish the success of the culture in the fashion industry. Besides, the study also discusses the various branding options in the fashion sector as well as the relationship between the brands and customers in the industry above. Lastly, the author provides a conclusive overview of the research by highlighting various issues discussed in this article.
Acknowledgment
This study would not be successful without the help and able guidance of my professor, Dr. A. I would not be honest if I fail not only to acknowledge the academic support but also the assistance and scholarly guidance. I owe my family a great deal of debt for their tireless support during this project, and a mere acknowledgment may not redeem such debt. Lastly, I wish to express my sincere gratitude to my academic institution for granting me the opportunity to pursue this study, again, I say thank you!
Introduction
The fashion industry has witnessed a commendable transformation in the recent past and continues to exhibit the dynamic feature in the contemporary marketplace. The fashion products among other items often have a notable attachment to self-expression, an issue that companies take into consideration while customizing their products to meet the needs and preference of their intended clientele. Companies that sell products high on self-expression usually position such products strategically in the minds of consumers regarding the latter are identity[1]. Such companies need to understand the psyche and culture of such customers before marketing the fashion products to the target clients. In the UK, for instance, there have been consistent changes in the design of the products as well as the addition of various aspects to meet the ever-changing taste and preference of the modern customers. Consumerism forms an essential aspect of the basic human behavior in the contemporary society. Its dynamic feature mainly witnessed in the current trends based on the ever-changing demands of the global populace is an issue that this study seeks to uncover. Mainly, the urge for self-expression among customers in the fashion design sector has created an onset of a trend in the recent times. This study explores the aspect of customization trend in the fashion industry, more so in the wake of the desire for self-expression among the customers in the contemporary society. It delves deep into the understanding of customization and the factors behind its increasing trend as well as attempting to ascertain whether such patterns are illusional or depict the actual success in the fashion design industry.
While many firms adopt customization as a strategy to gain the loyalty of their customers in the contemporary society, this study argues that such trend may not be necessarily a portrayal of success, particularly in the fashion industry. It notes that the primary aim of customization is to design products that satisfy and meets the individual needs of the customers. The concept of customized culture emanates from the endeavor by the customers in the global marketplace to seek for products that not only meet their needs and expectations but also makes them unique[2]. Their desire to express themselves uniquely is the main reason for adopting customized products. Consequently, firms have embraced customization in the modern-day society to foster the sense of self-expression and individuality by providing personalized products to their customers.
However, the customization concept, for instance, often bestows a high degree of control upon the customer, thereby increasing chances of brand dilution[3]. The aspect of customization in the fashion industry may not achieve its real aim in the long run. For instance, the big brands such as Nike and Puma among others often create designs that suit the taste of their customers, thereby gaining their loyalty[4].
While this trend has continued in the past as an issue of success among these companies, the actual expression of individuality so desired by the customers may not be achievable. Notably, such companies have created a large pool of followers who have similar looking designs and style of products, an issue that compromises the actual sense of individuality. This study also argues that the heightened campaigns and innovations in the fashion industry are not an accurate reflection of success in the sector as advanced by the widespread belief.
Aims and Objectives
While customers have continued to embrace customization and the personalized products as a means of self-expression and individuality, the success of the initiative remains contentious, particularly in the fashion industry. Customized products have become a new fundamental need in the contemporary society as customers seek for products that not only meet their needs and demands but also makes them unique. This study, however, sought to establish the following:
To ascertain whether customization trend is an accurate reflection of success in the fashion industry or an illusion
To uncover the underlying factors behind the dynamic nature of the fashion industry, particularly regarding customization
To establish whether customization trend in the contemporary marketplace has achieved their objective of self-expression and individuality in the fashion industry
As noted in the previous chapter, the study reveals that big brands have jeopardized the very aim of adopting a customized culture in their production by creating a large pool of customers with homogenized products. A large number of customers with similar style and design dispel the notion of individuality and uniqueness that customers in the fashion sector so desires.
Research Questions
The author seeks to address the following questions:
- Does the customization trend in the contemporary marketplace portray accurate reflection of success in the fashion industry or an illusion?
- What are the underlying factors behind the dynamic nature of the fashion industry, particularly regarding customization?
- Has the customization trend in the contemporary marketplace achieved its objective of self-expression and individuality in the fashion industry?
The Scope of the Study
As the needs and demands of customers in the fashion industry changes and becomes more complex, firms have realized they can counter such challenges by providing customized products with added value and uniqueness. In so doing, firms not only gain the loyalty of the customers but also becomes more competitive in the highly volatile global fashion sector. This study explores the concept of customization as a basic human need in the current global market, particularly in the fashion industry. The study is limited only in exploring the idea of customization as a basic human need in the fashion industry in the global arena. While other sectors have also embraced the concept, this study focuses only on the fashion sector to uncover the actual success, or otherwise, of the customization trend.
Historical Perspective of Customization
The concept of consumerism has been in existence in the global marketplace for a long time now as the world population purchases their preferred products in the market. The consumer choice has changed a great deal in the recent past as their demand, taste, and preference changes[5]. In the traditional setting, mass production formed the backbone of the concept of consumerism. The system mentioned above-enabled manufacturers to engage in the production of goods in huge masses and at acceptable price and quality. The initiative contributed, at least, in the rapid expansion of the consumer choice[6]. Nevertheless, the issue of self-expression arose, thereby leading to an increase in the production of standardized products to meet the needs of individual clients[7]. In so doing, the initiative created the onset of the production of homogenized products and subsequently homogenized markets, which ultimately resulted in the limitation of consumer choice.
Mass production, at least for the most of this century, demonstrated extreme success, particularly in the economic perspective. The improvement of the standard of living in the industrial world is, in large part, attributable to the aspect of mass production. The global populace has witnessed the commendable transformation in the living standards, particularly regarding the transformation witnessed in the production of goods, from original Model T, through to the introduction of colored television, automatic washing machine, and the computers among other products. However, the issue of mass production has declined in the recent past as companies seek to meet the ever-changing and complex consumer needs and demands[8]. The question that lingers in the kind of many people in the global arena is whether the decline in mass production and the subsequent rise of customization resulted in substantial success, particularly in the fashion design sector[9].
The influence of Vivienne Westwood and Malcolm McLaren
The trend in customization of products continues to attract the global attention, especially in the fashion design, where self-expression remains critical. In the UK, for instance, the fashion designs continue to change as the customers change in their demands and preferences. In the early 1970s, the British fashion trends had a basis from the celebrity designers of 1960s, who cultivated the concept of ‘total look[10].’ There were fragmentation and less consistency of the design imperatives in the 1970s, particularly given the fact that ‘the look’ laid claim to the values of pop, urbanism, and fun and futurism. The author above attributes the decline in the prestige of the designer to the inevitable social changes, particularly in the attitude of the customers towards fashion and the rise of anti-fashion ideologies. The emerging women movement, however, criticized fashion design industry on the issue of women exploitation as well as dismissing the sector for its decadence from the naturalistic and anti-commercial view of the hippies[11]. The 1970s also witnessed the most spectacular transformation in the youth fashion design where the generation displayed their expression in the attitude and image of the punk, an issue attributed to the return of the fashion design to the traditional British fashion[12].
Previous studies acknowledge the displeasure of the customers with the European dress gender coding as a critical influence of the 1970s hippie sartorial culture style as well as the initiative to reintroduce the retro aesthetics of the second-hand clothes[13]. The fashion clothing industry opted to focus on the mainstream unisex clothing culture having failed to take advantage of the second-hand market[14]. The industry utilized the approach of promoting denim wear through mass production. The fashion industry associated the blue jeans, particularly in the 1960s with the symbol of the generational mood of the non-conformity of the young people and the American West myth, including adventure, individuality, and freedom. The youthful denim image coalesced into a form of cultural uniformity in the early 1970s. The subsequent years witnessed the revising of the basic jeans scheme through the introduction of style innovations, including embroidered jeans that tailored as hip-huggers[15]. The mid-1970s witnessed a shift in the consumption style of the teenage girls as the tartan pop of Bay City Rollers resembled the glam image. The dynamics of glam, particularly the sexualized aspect also had an input into the punk style that later transformed into the myriad of post-punk trends and fashions. It is admissible that the punk fashion remains the 1970s striking anti-fashion symbol, and undoubtedly the most outstanding cultural formation of the period.
Between 1976 and 1968, the youth in the UK embraced the punk design as their mass culture with recognizable, distinctive variations in regions and accents. In fact, Vivian Westwood and McLaren were very instrumental in the London punk cultural collaboration during the era cited above. Since 1971, the couple mentioned above engaged in the management of a specialist boutique under several trading identities on 430 Kings Road[16]. The shop changed its brand name to ‘Too Fast to Live, Too Young To Die,’ depicting a change of interest from the fifties to the black urban culture and rockers. During the transformation, the due decided to decorate the shop and stock it up with leather adornments with chains and zips as well as pornographic images. Westwood and McLaren opted to trade under the new identity of SEX in 1975, an issue attributed to the change of the preference and demand of the customers. Westwood involved in the designing of S&M bondage wear and fetish and ripped t-shirts with labels of P-E-V-R or SEX.
Westwood perceived punk as a representation of social transformation and sexual liberation based on anarchistic politics[18]. The initiative by Westwood opted to transform the British fetish wear into the streetwear dubbed ‘out of the bedroom into the streets!’ On the other hand, McLaren engaged in the formation of the famous brand of British punk, known as ‘The Sex Pistols.’ The brand was later instrumental in showcasing Westwood’s designs on stage and television, before the infamous Bill Grundy interview. Having gotten attuned to and become familiar with the sexual sub-cultural images presented by the duo, there is a challenge in expressing how shocking the strategy is, particularly among the culture and the populace of the mid-seventies Britain. During the subsequent periods, the identity of the shop further changed to Seditionaries in the wake of McLaren’s argument emphasizing the importance of persuading people to engage in any form of revolution.
The role played by the two celebrities was critical in transforming consumerism during the 1960s and early 70s, particularly among the British youths. A notable transformation in the consumerism of fashion design products in the UK is the fusion of elements of the street attitude utilizing the bottom-up approach as well as alternative couture styling. Westwood began her career as a designer with the punk movement, thereby transforming to become a person of substance in the fashion design sector both in the UK and the global arena[19]. She has been instrumental in changing the fashion industry by inculcating new elements in her designs and adapting to the various traditions, including the Scottish design such as tartan fabric. Here, her pirate influence started with her interest in pursuing technical research into not only the historical but also ethnic dress by examining collections from the museum.
In so doing, Westwood not only adopted and reinterpreted the original cutting ideologies but also applied them to the modern-day dress. She often believes that the initiative mentioned above was her initial collection and a typical fashion design due to the inquisitive approach to both the crafting of the garments and the decoration. Her influence in fashion design across the globe is unparalleled but worthy to note further are her references to traditional aspects of femininity, ethnic inspirations, and traditional witches and uniforms among other artifacts. Westwood remains a symbol of punk culture due to the critical role she played in the fashion design industry through the punk movement in Britain in the 70s. In fact, everyone has considerable knowledge of what punk fashion is, courtesy of Westwood and McLaren.
The Rising of the D.I.Y. Culture
The rise of the DIY came with it an enormous transformation in the music industry in the UK, particularly in the 1970s[20]. The contemporary initiatives, involving promotion and distribution of e-music took center stage. While such strategies have featured considerable challenges, especially in the endeavor to complement the traditional methods, the outcome is desirable. Since the rise of ‘DIY’ in the 1970s, musicians have managed to bypass the music industry in the UK for a long time now. In so doing, they have found it adequate to utilize other forms of music distribution strategies as well as the connection that is often critical in the sale of music online. In their attempt to establish a reputable profile and generate more revenues, the musicians have usually opted to sign contractual agreements with reputable music companies in the wake of the new distribution approaches in the contemporary society.
Modern technologies in the music industry have facilitated the growth of the industry as music producers take advantage of such opportunities to increase their market presence and subsequent sales in the UK among other countries globally[21]. They can post news of their new music through the official websites, discussion forums, as well as access exclusive content and discographies. Since the rise of DIY, there has been ease in accessing information and material on artists compared to the traditional setting. Moreover, an array of music e-zines, including email or website-based magazines not only features on the critical blogs but also on the webs[22]. The rise of DIY in the UK formed the basis upon which e-zine music thrived, particularly in the 1970s[23]. In the present day, it is not a challenge to create one’s online zine compared to the past as there are no involved publishing coasts as well as the distribution charges. Notably, the presence of the item online, particularly on the web implies that its distribution is effective and, thus no need to pursue physical distribution initiative.
The transformation witnessed in the music industry, particularly after the rise of DIY are commendable following the observed changes in the taste and preference of the contemporary clientele[24]. Notably, the potential size of the customers in the UK and the global arena has increased substantially, and the readership has also gained momentum. The current generation embraces the advancements in technology not only in the music and fashion industries but also other sectors too. Online e-zines, for instance, present excellent beneficial aspects to the audience, including the inclusion of audiovisual and audio music in addition to writing about music[25]. In a nutshell, the advancements in technology, especially in the music industry has transformed the taste and preference of the global audience, an issue that is line with the consumerism trends in the fashion industry. Notably, consumerism has become a pertinent issue and basic human need in the contemporary marketplace[26]. Its dynamism cannot go unnoticed, an issue witnessed in the fashion, including music industry among other industries. The current and upcoming trend witnessed in the music industry in the UK since the rise of DIY depicts a substantial change in the taste, preference, and demand of the modern society.
Literature Review
The literature review chapter explores the customization trends in the fashion industry in the market. It examines the existing literature on customized products in the fashion industry by delving deep into the studies on the concept of customization in the sector. The chapter seeks to provide a comprehensive analysis of the various literature on the topic, including case studies on various big brands in the global arena to provide a clear picture of the aspect of customization. While this initiative may not present an exhaustive review of the existing literature, it intends to familiarize the reader with the basic information and assumption about customization trends and the success or otherwise, particularly in the fashion industry.
Firms in the contemporary marketplace have established the need to embrace customized culture as a sure means of adding value to their customers and subsequently gaining their loyalty[27]. Adding value to the products often meets the special needs of individual customers in the market, an issue that every firm in the fashion industry endeavors to achieve. The standard market has become competitive, particularly in the current market, thereby limiting the profit margins[28]. In so doing, it paves the way as well as creates incentives for firms to adopt alternative approaches to generate revenues, key among them is the customization of products. At one fell swoop, there has been a considerable decrease in additional costs attributed to the customization of a product, thus increasing the viability of product customization in the modern global market[29]. Moreover, various other issues have facilitated the need to adopt customization in the current market, including advancements in technology such as programmable robots. The idea of training of workers to increase their adaptability and responsiveness as well as inculcating innovative techniques in redesigning of the production process are also fundamental strategies in achieving customization at reasonable costs.
Customers have often preferred individualized and personalized products not only in the modern society but also in the past[30]. Experts associate such aspect of individuality with both societal class and wealth in many societies across the globe. In this respect, firms in the global arena are taking advantage of such revelation to provide customized products to meet the needs highlighted above. Mass customization has become imperative, more so in measuring industries regarding their ability to respond to the customer needs and requirements[31].
As companies endeavor to create infinite choices for their esteemed clients, they examine alternative ways to achieve an emotional connection with customers, pursue lifelong relationships, and become irreplaceable. They have established that achieving such an ambition lies in the provision of a strong brand in the market, including the fashion sector. It is a truism that companies can only stand out in a densely crowded marketplace by availing a strong brand in the market. People will always believe, be attracted to, and trust brands that exhibit the aspects of superiority in the market. The perception towards a brand has a significant effect on its success, irrespective of being a non-profit, profit, or a start-up[32].
In its endeavor to overcome the challenge of shrinking profits in its standard electric motor market, Siemens decided to adopt a customized culture in the production of the motors for individual customers. As a result of the initiative, the custom motors reported commendable performance in the market, thereby becoming a substantial fraction of the company’s overall sales. On the other hand, producers of personal computers such as Dell have embarked on the customization of their products to suit the needs of their customers amid heightened competition in the contemporary global market. Another notable example is the Deere & Co. who have also embraced a customized culture in the production of their machines and equipment to the satisfaction of their customers following the inevitable decline of its equipment globally[33].
Studies show that the concept of mass customization has penetrated several sectors in the modern global business market, including the clothing industry involving such big brands like Levis Strauss & Co. For instance, the company engaged in the creation of a pair of Levi’s to the requirements of individual clients[34].
Figure 2 above shows samples of t-shirts customized to the satisfaction of clients of Levis & Co. The company, among other big brands have resorted to customization as a means not only of attracting and retaining their customers but also gain a competitive edge in the highly volatile global business market.
Any company’s ability to effectively adopt customization depicts an aspect of flexibility. The concept of production flexibility often emanates from the desire by companies to respond to uncertainties on the possible demanded quantity of a single product in the market or a combination of quantities required in the context of a multiproduct[36]. The fashion industry, just like other sectors has experienced enormous transformation given its dynamism in the context of consumer demands. Notably, customers in the sector mentioned above often exhibit complexities in reference to their ever-changing needs and demands, thereby compelling companies to adopt customization to meet such expectations[37].
Due to the dynamic nature of Fashion sector exhibits aspects of dynamism and, by virtue of its attributes should be innovative, adaptable to change, and futuristic[38]. However, the existing adapted system has been slow in adjusting to the changes in the consumer taste and preferences as well as the cultural shifts witnessed in the contemporary society. The question that remains critical is whether the mass, fast, and homogenized fashion is the ultimate model for the socially aware, changeable, and individualistic culture. The evolution of mass production in the fashion sector in the past particularly intended to increase efficiency and reduce costs has impacted directly on the customer experience[39]. In addition to the commoditization of the fashion industry, such an initiative has contributed towards the deprivation of customers of the fundamental engagement and service, which is a core competitive factor in the highly volatile business market. As a result, companies in the fashion industry have opted to find alternative methods in attracting and gaining the loyalty of customers in this sector. Notably, such firms are indulging in the creation of individualized products designed to meet the needs of the customers in the industry. The options cited above often present unique value to the customers in the fashion sector, thereby influencing their emotions and subsequent loyalty[40].
The modern fashion industry has undergone extensive transformations as companies in the sector take advantage of the opportunity presented in the marketplace to establish other constructs. A notable option in the fashion industry, for instance, is the creation of personalized and customized products to the customers. Customization is not a new phenomenon as companies from different industries, including Nike and Levis have examined the strategy to a great deal of success. The subsequent chapter investigates the concept of customization in the fashion industry, particularly its trend and the success or the illusion associated with the trend in the global market.
Customization
The global society, particularly in the contemporary marketplace has witnessed the enormous transformation in the consumerism and the human behavior. The ever-changing demands, taste, and preference of the modern consumers have compelled most businesses, more so in the fashion industry to uncover suitable options to attract and gain the customer loyalty. For instance, businesses have acknowledged the need to adopt customization as a means of meeting the needs of the contemporary customers as well as gaining their loyalty. Such a move has become critical not only in customer satisfaction but also increase the performance of the businesses. In the modern era where customer demands have become complex, and brand loyalty is declining, customization has taken center stage as businesses seek to provide individualized and standardized products to the satisfaction of their clients. Notably, customers can now design their preferred products as witnessed in certain products and brands in the global arena, including Brooks Brothers Suits, Nike Sneakers, and Longchamp bags among other customized products[41]. Customization presents massive advantages to both the customers and the businesses. For instance, it creates a sense of control and belonging to customers in the contemporary society who seek association with certain personalized brands. In a survey carried out by Bran & Company in 2013, less than 10% of the 1000 individuals engaged in the study had customized products, while between 25 and 30% had shown interest in acquiring such products[42]. The outcome of the survey mentioned above demonstrates the potential of customization in various industries as the modern customers shift their preference from mass production to customization of their products. Previous studies allude to the fact that customization in the fashion industry has existed for a while now, as exemplified in the clothing customization trend. Nonetheless, clothes customization has gained recognition due to its increasing popularity attributable to the increasing consumer trends in the modern business market. Of more importance to note is the instrumentality of customization in adding a personal touch to various products, including the fashion industry, which in turn impacts positively in enhancing the brand value. The personal touch cited above promotes exclusivity, thereby enabling a company to attract the attention of the potential clients.
Customization Approaches
The global populace and business entities have embraced the concept of customization in its entirety. In fact, there is a positive attitude exhibited by the customers towards mass customization as the most common form of customization. Mass customization offers commendable advantages as highlighted previously in this article, including being critical to client satisfaction and better access[43]. Mass customization is just one of the many alternatives that can be utilized by firms to gain a competitive edge in the highly volatile business market.
Mass customization has become a critical component in the fashion industry in the present-day global marketplace as a suitable strategy for meeting the needs of the customers. The world business market has become customized as various industries adopt the culture towards gaining a competitive advantage over rivals in the highly volatile market. From heightened technological advancements in the music industry to modern new clothing designs and sandwiches, businesses have opted to custom-build their products for uniqueness and standardization, an issue that enhances their appeal to the customers in the modern business world. In fact, in industries as diverse as personal computers and window manufacturing, companies have made it a norm to indulge in the tailoring of their products to meet the dynamic needs of the individual customers in the current market.
