In the era of millenial generation, everybody wants to be a trendsetter. With the number of apparel brands growing by the day and all of them trying to lure in the customer at hand using the best of technology and Big Data, the window of opportunity (brand loyalty) is expanding. Brands are discovering the value of letting the customer customize their product. The Millenials like it no doubt and the customized fashion market has grown ever since its inception.
According to a survey of more than 1,000 online shoppers by Bain, it is found that while less than 10% have tried customization options, 25% to 30% are interested in doing so. While it is hard to gauge the overall potential of customization, if 25% of online sales of footwear were customized, that would equate to a market of $2 billion per year.
But the customization that brands offer is limited to certain constraints. While the customer is able to alter the product as per their requirement, the deeper connection between the product and the customer is missing.
But the universe has answer to every question and solution to every problem.
Julie Helles Eriksen, a designer from Denmark unveils her graduation project Abstract_.
“We are living in a society with a growing interest for unique and personal products as well as authentic experiences. With Abstract_ we want to give the customers a new connection to the cloth they buy. With Abstract_ you express your personal story through customized garments.” – Julie Helles Eriksen.
Customers are involved in the design process by generating patterns from their own personal stories and face expressions. Our web tool analyzes what the customer writes and how it is written and translates this data into a unique pattern. The webcam will analyze the facial expression and let this data influence the color of the pattern. Abstract_ will transform the customers personal pattern into a textile and a unique piece of garment.
What we are wearing is a powerful way to express our personality and style. On a higher level there might be something to gain for the world in making more personal products. If we buy products we have a stronger emotional connection to, we might care more for the products and keep them for a longer time. Customized products are also made with product on demand. All this can lead to a more sustainable and conscious way of using materials and producing garments.
With Abstract_ we wanted to make a concept that took the level of what the consumer can have influence on even further than we already have seen. Individuality and uniqueness is the starting point. With Abstract_ all garments are based on involving the customer and letting them express their personal stories and face expressions. Their personal text can be anything from a favourite recipe, a song or a good memory.
Fashion designer Julie Helles Eriksen
Interaction designer Bjørn Karmann
Textile designer Kristine Boesen
From the focus on personality in customization the inspiration for the shape is taken in human mistakes and mistakes in production. Mistakes are a sign of personality. The main principles for the shape development has been in twisting of shape and cut.
The focus in designing the styles has also been in making simple styles with the essence of the inspiration. It is important that the styles fits the Abstract_ concept and is wearable pieces, which can take prints and colors.
The five outfits with two men and three women are made to visualize the idea behind the Abstract_ concept. The outfits are made so they can go together and therefore balanced between colors, prints and shape.
The idea about the Abstract_ concept is to have some styles which will always be in the web shop and others will change but never on the same time. We want the colors and styles to push each other in and out. For example when a new style is designed it pushes an old style out. The garments will always be produced and sold according to the customers.
For more info, head to http://www.juliehelleseriksen.com/
Some more pictures of the project Abstract_