The long-heralded ideal of mass customization by luxury and fashion retailers across the world has finally been made possible, with the introduction of the special interactive program by Burberry.
The program, called Burberry Bespoke, is regarded as a welcome change from traditional forms of shopping.
For a long time now, both retailers and consumers have looked for a business strategy that would allow individuals to tailor products to suit their needs. Unfortunately, due to constraints in technology, such interactive programs were difficult to create, particularly for the high-end fashion industry.
Under this new program, however, customers will now be able to choose fabrics, patterns, designs, cuts and even colors. In addition, they will also be able to scroll through various options in collar styles, cuff straps and mink linings, among others.
According to the Wall Street Journal, the user-interface screen assembles, as and when changes are made, the virtually designed outfit; the completed product will be delivered within four to eight weeks. The product, which will be put together at Burberry's factory in Yorkshire will have a tag with a special limited-edition number and be labeled Bespoke.
But the option to customize is only for product at the high-end of Burberry's collections and therefore a rather exclusive one.
Luxury isn't luxury if everyone has it, said Marshal Cohen, chief industry analyst at market research firm NPD Group, in a report by the Journal.
Prices for customizable products are believed to start at around $1,800 and can run upto $8,800.