Crowdsourced Clothing Preferences Direct Production Decisions
PSFK spoke to the CEO of Cut On Your Bias, a website that invites consumers to vote on clothing preproduction decisions, involving them in which designs ultimately become a reality.
In preparation for the release of our upcoming Future Of Retail report, PSFK reached out to Cut On Your Bias, a website that invites consumers to vote on clothing preproduction decisions, involving them in which designs are ultimately made. After logging into the site via Facebook, consumers browse the weekly designs up for vote, casting their preference in color, size, silhouette, material and more. Combinations with the most votes are made in limited editions for pre-order the following week. The platform involves consumers in the design of clothing and accessories, and allows designers to skip the sample process, producing for an enthusiastic fan base straight from the drawings and digital renderings stage. We reached out to CEO, Louis Monoyudis, to get his thoughts.
Tell us a little about Cut On Your Bias. How does it work?
Cut On Your Bias is a social design platform that allows users to engage with fashion brands on design decisions. After a decade as a designer for Calvin Klein, John Varvatos and Tommy Hilfiger, I knew that the most exciting part of being a designer is the selection of fabric, color and silhouette. Thus, why not let the customer take part in those decisions and compete with their friends to see if their choices will win.
Explain the idea of democratizing fashion.
The idea is less about democratizing fashion and more about engaging users. Cut On Your Bias allows customers to enter the design studios of their favorite brands and interact in a way that has never before been allowed. By allowing customers to voice their opinions and create a fun and exciting interface for doing so, we foster a dynamic dialogue.
Are there any notable figures or statistics around customer engagement and usage?
We are excited to see how sticky the site is and how long and often users engage with the brands. It is wonderful to see repeat users telling their friends through social media channels.
We have have noticed services are tapping into an engaged audience of customers to let them give feedback and help decide what products are made and/or sold. Do you see this trend manifesting on a wider scale?
Absolutely. The entire supply chain for fashion is ripe for disruption, and we are excited to be part of the movement to allow for faster responsiveness, less waste and more direct communication between brands and consumers.
What are the opportunities for retailers or brands partnering with Cut On Your Bias? Can you provide any examples?
The brands with which we have partnered are incredibly excited about interacting with their customers in a new and dynamic manner. We are seeing a huge amount of social media proliferation of brand messaging, and we are receiving requests from designers to work with them as a result.
What do you see as some of the larger implications for your type of service, and others like it?
As we move into the future with advances in technology that can apply to fashion, design and manufacturing, there will be a great emphasis on empowering the customer. At the end of the day, the customer is king, and technology will help build a strong support system to avoid costly merchandising miscalculations and misalignment between inventory and demand.