Indian men can finally customise their pants
Are men ready for customization?
The modern man is an aspirational buyer; one who wants what he wants, at a price that doesn't break the bank, and in a way that doesn't inconvenience his day to day affairs. Take monogramming for instance. Men would love to have their initials to indicate their personal style, but would rather not go all the way to the tailor to have it done. Many E-tailors today offer free monogramming among other interesting personalisations. A garment that is truly (yours) in every aspect.
According to Dhruv, clients are constantly sharing feedback and helping the brand innovate on new products. "We launched our six-pocket utility cargo pants based on client requests to have more space to store their phone, wallet, car keys, and other valuables. We also launched our all-weather essentials based on clients sharing their requirements for quick-dry pants that can be worn both to the office and outdoors," says Dhruv.
Pandemic pushed the cause of customisation
So how did this idea appeal to Indian men? Well, the pandemic pushed for it! The pandemic opened up an opportunity for many digital experiences top open up, the same thing happened with pants. For what was traditionally the culture of going to your neighbourhood tailor to stitch a pair of pants, ended with the pandemic. People were looking for a custom-made tailor at the convenience and the comfort of their homes.
Before the pandemic, everyone still wanted to relax at home and have everything sent over. We make one phone call or tap on the screen and our groceries are sent home. So, why not make buying apparel also that easy? The majority of our population is so busy hustling for work that there is no time to shop. We like to spend our free days at home or with our friends. With every brand showcasing its entire collection on the Internet along with tempting free shipping and free returns, who would not want that convenience? In the pandemic, we are stuck indoors and are still able to get everything we need with one click on our computers and phones. "As businesses, there has been saving in terms of overheads, sustainability, environmental impact as well as the mundane commute to work every day. Time, energy and money saved. Suffice it to say, there is something good for the seller and the buyer, and our country is embracing this concept slowly, and positively! An online business lets you order from the comfort of your homes, and for the sellers, it makes working towards fulfilling your order that much more streamlined! Technology enabled us to scale up mass customisation. However, positioning our brand between mass premium and more accessible price points still poses to be a challenge ," adds Dhruv.
Stylist Himanshu Singh loves the idea and thinks customisation is the way forward. "Once men taste this customisation they'll refuse going back to shopping for standard sizes. What is designed, cut and tailored for you will definitely fit you better than what was designed keeping in mind old size help charts," says Himanshu.
Singh is of the opinion that the customisation is not limited to pants, men are becoming more experimental and actually indulging in everything custom-made. "What started with customised t-shirts has come a long way. From shirts, socks to accessories, we have entered a full blown market of customisation and it's time to rejoice," adds Himanshu.
August 19, 2021, 12:04 pm