The Spanish fashion brand Desigual launched its first Online Only On Demand collection, which is characterized because the garments and denim bags are produced once the customer buys them online, with an estimated manufacturing time of 90 days.
This collection has been designed with artificial intelligence tools (AI) and, for the moment, will be available in Spain, Germany, France, and Italy. However, the forecast is that in the future, the possibility will be extended to more markets, according to the Barcelona fashion firm.
Once the customer buys the product, he or she will receive detailed information on how production is carried out. The garments will not be available in physical stores, and the editions will be limited to the number of consumers who want them, eliminating stock surpluses.
Desigual sees this collection as "an opportunity to explore new forms of contact with customers and to respond to trends in the sector".
They add that on-demand production is a common marketing model for smaller brands, but one that has so far not yet made its way to international fashion brands.
The On-Demand fashion trend aims at creating a more predictable but innovative fashion; no stock or close to Zero Stock - nothing left for sale - a relatively fast production time, less margin of benefits but no markdowns.
That is the model promised by on-demand production, a system as old as the industry but now dressed in technology and riding the sustainability wave. So far, only small to medium businesses have been able to implement this model successfully, that’s why the Desigual attempt, if successful, could be a breakthrough rapidly imitated by other mayor fashion brands.
