I happen to be a huge fan of anything Victoria’s Secret. So you will understand that I got really excited when, strolling through a Victoria’s Secret store, I spotted a sign saying “You’ll think it’s custom-made”
Victoria’s Secret has very high standards for their product, and being the largest retailer of lingerie worldwide, they have great power over their suppliers. They are able to demand of their suppliers to be amazingly flexible. So theoretically, they probably could make mass customized lingerie true. And their advertisement suggests that they have discovered a need for customized fit.
Related, I had the opportunity to go to the Victoria’s Secret Flagship Store opening on Michigan Ave in Chicago… and guess what I discovered: The Victoria’s Secret “Custom Shoppe”!!! ->
The way this worked was that you picked a garment (typically from the PINK sub-brand, which is cotton), and then you were able to choose letters in different colors that a lady essentially ironed on the garment. Not the smoothest kind of customization (it’s personalization, strictly speaking), but hey - fun, and I was excited to see Victoria’s Secret tip their toes into the waters of customization.
I do wonder if something is brewing. Victoria’s Secret is awfully late with their international expansion (just now expanded to Canada, but otherwise totally missing out on a huge presence in Europe) - maybe they learned from it and don’t want to miss the wave of (mass) customization?
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