Friday, July 8, 2016
How Randa and the Fashion Industry are Adapting to DIY
The term 'Do It Yourself' has turned into a phenomenon over the past decade and is continuing to gain momentum, especially in the fashion industry. From interactive design stations at Topshop, to custom shoes at Jimmy Choo, every level of the fashion industry is dipping their toes into the pools of DIY.
"Many industry insiders think it is just the beginning. Ask about the future of fashion, and the answer that is likely to come back (along with the importance of Instagram and the transformation of shows into entertainment) is personalization," says Vanessa Friedman from the New York Times.
"After all, if you have one pair of sneakers from a designer, you don’t necessarily need another. But if you can take that pair and make it special by designing it yourself, in a way that theoretically at least no one else would do — well, then, there’s a reason to buy another pair, isn’t there?"
At Randa, we have implemented DIY into our business. Most recently, we have created The Belt Bar, an interactive belt station where consumers can create their own belt, in-store. The idea came from Ransal, Randa's Australia office. The first Belt Bar will be constructed at the Bourke Street Myer in Melbourne, which can be compared to Macy's Herald Square in New York City.
Randa's proprietary brand Trafalgar has translated the idea of The Belt Bar onto its website where you can choose a strap, buckle and have it monogrammed. Trafalgar also offers monogrammed wallets.
"We live in a world where individuals are increasingly encouraged to take charge of their own fate and challenge the authority of the institution: medically, educationally and now sartorially," says Friedman. "The age of designer dictates is over; this is the dawn of designer humility."
(C) 2016, Taylor Post
Read the New York Times article here.