According to a new Forrester report, major clothing brands are missing out on an opportunity to meet customer demand by providing online customisation: 39% of US online consumers show an interest in customisation. Companies like Nike, Converse, Reebok and Land’s End are already providing customisation options, providing a means to tap into consumers’ desires in terms of choice over colours, designs, styles and sizes.
Challenges include the unfamiliarity of consumers with what can be a bewildering range of options. Manufacturers and e-tailers wishing to offer online customisation should provide design assistance to customers through an online configurator, which suggests choices and offers a solid starting point. The configurator should focus first on fit, then on style, according to the report. Blank Label, the company interviewed by Forrester for the report, offers customisable men’s shirts and is the fastest growing merchant in the newly released Internet Retailer Second 500 list.