We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Published: 16 Aug 2017

Frilly: Forgetting Fast Fashion

Extra
Frilly

LA-based brand Frilly is tapping the consumer desire for originality, launching an e-commerce site that offers customisable, made-to-order garments with a number of style preferences.

Consumers are given the chance to personalise designs from three in-house sub-brands – one bohemian, one preppy and one minimalist – by selecting from a range of fabrics, colours, lengths and design details. The brand’s made-to-measure service will be available within a year.

Frilly’s personalisation extends to its manufacturing process, where one artisan handles one order from start to finish, promoting a modern approach to bespoke tailoring and design. For more on changing manufacturing processes, see Manufacturing Fashion’s Future.

The brand is smart to harness personalisation amid a widespread fast-fashion backlash. According to a 2015 Deloitte consumer study, 50% of UK consumers are interested in buying a customised product, while 48% are willing to wait for one.

For more on how brands are avoiding fast-fashion fatigue with new strategies, see Challenging Environment from our 2017 New Fashion Landscape report. 

RELATED REPORTS
PANTONE®TPX
COATED
RAL
RGB
HEX
NCS