Skip to main content

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

Popular posts from this blog

Warning, Car Porn

The signature feature is the Rolls Royce Wraith’s Starlight Headliner, consisting of 1,340 LEDs hand-sewn to create an effect of owning one’s personal night sky filled with stars...

Warning, content below represents a man's libidinous fascination with an automobile. It is not Lolita; after all Bradley Berman, the author, is not Nabokov and the Wraith is not underaged. Nonetheless, I find myself simultaneously repulsed... and seduced. David J. Katz

Annotated Guide To Men's Belts

The Complete Guide To Men’s BeltsArticle By  on 11th March 2014 | @gabrielweil

IMAGE: AUSTIN REED SS14

Discounts, Discovery & Delight: 3Ds for Retail Success

In fashion and retail, Dopamine is the drug of choice. Technically, Dopamine is the neurotransmitter of “desire.” Dopamine leaps across synapses in our brain to control our reward and pleasure centers. It enables craving. It induces repeat behaviors. It makes us want more. Therefore, it is in our best interest to create products and experiences which induce the release of dopamine in our consumers. We could use some dopamine for ourselves, too. In our fashion and retail world, there are three primary stimuli, "3Ds," we can control to deliver hits of dopamine: Discounts, Discovery and Delight.