RedThread patents a sustainable mass customisation business model
-By Sophie Darby
RedThread, a custom clothing start-up, has created a strategy to excel in the mass customisation market and tackle this issue.
Mass customisation has evolved from both craft production and mass production. As a business concept, like lean manufacturing, mass customisation represents a method of manufacturing that operates with supporting business models, ie. micro-factories, technologies, tools and more. Its objective is to produce goods or services that embody the unique requirements of individual end-consumers with high efficiency.
However, the term can also be used to describe standard products that have the capability to be personalised by the end-consumer. In most cases, end-consumers are not involved with the original design specification but are instead presented with a variety of options to choose from as the starting point.
Recently, and particularly this year, mass customisation has become a popular concept, gathering considerable momentum. In the textile and apparel industry, the concept has proven to deliver several benefits by delivering individualised products at reasonable prices and has highly influenced the digital transformation of market dynamics. Consequently, end-consumers are now in a position where they can expect to customise and build-to-order a product and receive it without delay.
However, the sustainability of this process has raised a cause for concern, in addition to the quality of these garments in relation to the fit and size. Many companies have specialised in attempting to personalise fit and make the production of ready-made sizes obsolete – but this has also raised concern in the industry as it is likely to jeopardise the amount of clothes reused among the population. The resale and reuse of garments is a method that contributes greatly to sustainability.
RedThread, a custom clothing start-up, has created a strategy to excel in the mass customisation market and tackle this issue.
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