An increasingly widespread creative proposal is the concept "do it yourself", whose acronym in English, "Do it yourself" have become a highly recommended and increasingly fashionable option to achieve the products or results we want.
An old national saying already quoted that if you want something well done, do it yourself… something like that.
Samples like that of B a la Moda, whose explanatory videos manage with simple tricks to completely change the appearance of a garment gives rise to customization colonizing many creative proposals. For many, this word will be part of your daily dictionary, for others, a rare bird within the new language. It is basically a term in the field of moda which refers to the creation - starting from already created bases - of new products through small details or thanks to completely restructuring their design, to adapt them to the taste of their creator.
A clear example would be to take a basic white t-shirt and use two ties and colored paint, make your own design, and only, what is maybe the most important thing for customizers, customize your products to find the difference. All this will be according to the skill and inventiveness of the handyman..
Stores jump on the bandwagon. Of course Desigual
This differentiation strategy that they intend to follow could be diluted and cease to be effective once the “unequal clones” realize this aesthetic., that style, it has become overcrowded. Well it is true that it is much easier to recognize an uneven t-shirt than a Zara one, H&M or the rest of "mass stores" that follow similar stylistic parameters. What should the company do then? Start to relax your design proposals? Adapt your style to the evolution of your target audience??
Talking about the brand's creative strategy, I consider that Many times a greater "difference and personalization" can be achieved with a good combination of mass products. than with an uneven t-shirt I know quite a few people with a lot of personality and a lot of style who faithfully commune with the brand, with their proposals and their presence but for "watchers" like me all the clothes are extremely "similar", which achieves an inverse effect to the desired. This all comes down to what I experienced the other night in a pub. A girl - I guess she's sick of some swagger from her friend- he commented with a clear voice and a little louder than it should, and staring into her eyes: “We already know that you are from Desigual, bonita, so pick up your threads and leave us a while”. I couldn't help but smile.
Image: Desigual's current campaign. Verano 2010.