Mass Customization – Textiles – A Rising Opportunity

Mass customization is an emerging trend in the manufacturing world. The confluence of technology, localization, individualism and public awareness are creating new opportunities.

The trend of mass customization hitherto has been muted, in the main, by the comparative increased efficiency of mass production relative to one off production. Computerization, automation and robotics have narrowed the cap in that production efficacy, to the point where customized goods can meet customer expectations for value relative to a given product line in general.

The truth about clothing is; clothing’s main purpose, contrary to popular assertion, is not to protect  us from the elements, but rather to make us look good; or to deliver a message to society at large about what we are, to cultivate an image. So, clothing tailoring then, is more than fitting clothing to the body, but rather matching style to the physiological profile, most importantly perhaps, enhancing and optimizing the subjects’ physical attributes. The ability to tweak style, fitting and utility to a given individual has great value, producing in the “community” has great value; the ability to do this in a manner that is price competitive guarantees a market.

There are presently all the technologies in place to develop a profitable business model, they are related to disparate industries; so the machinery is there, all that’s missing is the front end that is simple to use and the bridging software to have the machinery work seamlessly.

Contemplate this customer experience if you will. The customer enters the store, there body is scanned, the data is feed to the computer system, the customer selects from a menu the clothing type, colour etc., the computer system optimizes fit – by way of example – widens the shoulder or makes other adjustments to align this particular individuals body type with optimum. That data flows from the data collection system to the automated textile cutters and the cloths are assembled. 

People purchase, for example, an outdoor activity jacket – they can purchase a functional garment for $30 but many choose to purchase a Patagonia jacket for $500. The writer anticipates that assembly cost will preclude competing in the $30 space, but close to the $70 space a system like this will offer profitability, this leaves a large market to play in.

To purchase machinery and develop the interface would likely require $5 to $8 million, resulting in a value added circumstance and saleable product just in the functional equipment. To develop a retail structure and build out – outlets at sufficient rate to reach market mass and hence scale efficiencies in a manner that ensures profitability – an addtional $20 million would be required, this could be challenged to some degree with an aggressive franchising program.

The design environment for clothing is very prolific; the European industry is bringing home manufacturing to be able to tighten the design/manufacturing cycle. If the market dynamics are brisk now, they are going be moving at a blinding rate soon. With this system, a celebrity will hit the red carpet Friday night, Sally will be at the front counter at 8 am Monday, her dress will be club ready by 5 pm Monday. The product cycle, particularly in textiles, is tightening – those who can be there first, with the latest, win.

Please contact me if this idea has merit to you.