1.
L U K E C A R AT T I & C A R L O TA G AV I N A
LOOKING BACK TO LOOK FORWARD

2.
T H E F U T U R E O F
CUSTOM FASHION

3.
L U K E C A R AT T I & C A R L O TA G AV I N A
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 1
N E E D F O R I N T E G R AT E D D E S I G N P R O C E S S
N E E D F O R I N D I V I D U A L I T Y
N E E D F O R T H E P E R F E C T F I T
1
2
3

4.
Nominal dollars Average annual expenditures on apparel, footwear,
and related products and services, per household, selected years, 1985‐2010
For men, 16 and over For boys, 2 to 15 For women, 16 and over
For girls, 2 to 15 For children under 2 On footwear
On other apparel products and services
1985 1990 1995 2000 2005 2010
$0
$1,000
$2,000
Source: U.S. Bureau of Labor Statistics
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 2
62% E-COMMERCE INCREASE 2012-2016
L U K E C A R AT T I & C A R L O TA G AV I N A
US Bureau of Labour Statistics.

5.
Shift inTechnology:
3D Printing. Mobile Technology.
Consumer Experience:
Consumers want to have input into the goods they purchase.
BrandTransparency:
Customisation of clothing helps take the intrigue work out
of the process. Designers learn along with consumers.
Accessibility:
Rising trend on fashion bloggers that edit looks and make
haute couture look accessible and available for the street.
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 3
N E E D F O R I N T E G R AT E D D E S I G N P R O C E S S1
L U K E C A R AT T I & C A R L O TA G AV I N A

6.
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 4
A S L A U G M A G N U S D O T T I R
PEOPLE WANT TO BE PART OF THE
CREATIVE PROCESS
L U K E C A R AT T I & C A R L O TA G AV I N A

7.
Self-Expression:
Consumers seek unique means of self-expression.
Differentiation:
Rejection of mass consumption.
Ego Surfing:
Internet has created the need for people to see themselves
as a brand, creating the need for an increase in physical pro-
motion.
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 5
N E E D F O R I N D I V I D U A L I T Y2
L U K E C A R AT T I & C A R L O TA G AV I N A

8.
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 6
S U C H A R I TA M U L P U R U
THE TABLET SHOPPING EXPERIENCE
ALSO LIKELY ENCOURAGES SHOPPERS
TO PURCHASE MORE PRODUCTS IN
AN IMPULSE FASHION
L U K E C A R AT T I & C A R L O TA G AV I N A

9.
K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 7
Shift inTechnology:
Hollograms. Online Fitting.
Demi-Couture:
High level of customisation, high sewing made to be worn.
Efficiency:
The growing need for more efficient and clever clothing.
Fitting:
A resurgence of understanding the material of the product
and pairing it with the fit.
N E E D F O R T H E P E R F E C T F I T3
L U K E C A R AT T I & C A R L O TA G AV I N A

10.
In the future companies will need to assist their consumers in the design of the
product.The resurgence of an independent consumer will bully the market into
having to appreciate the fact that, the consumer always knows best and force
selling will cease to exists.
C U S T O M F A S H I O N I S
COLLABORATION

11.
BURBERRY BESPOKE
Burberry Bespoke, is a program designed as a full-scale attempt at “mass
customization,” a long-time goal of retailers.
C U R R E N T T R E N D SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 8
C O D E # 1
COLLABORATION
L U K E C A R AT T I & C A R L O TA G AV I N A

12.
C O D E # 2
EXPERIMENTAL
IKEA EFFECT
Consumers generally place a higher
value on goods they can create or
assemble themselves.
M. SCHMIDT & F. BITONTI
In fashion, it’s only a matter of time before
3D printing filters down from Haute
Couture to street fashion.
M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D C U R R E N T T R E N D S # 9
L U K E C A R AT T I & C A R L O TA G AV I N A

13.
M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D
C O D E # 3
INDIVIDUALITY
SHOES OF PREY
Bespoke custom made shoes that
are entirely handmade using high
quality materials.
SNEAKER CULTURE
Sneaker culture is a perfect example of
how the industry adapted to the needs
of the people.
C U R R E N T T R E N D S # 10
L U K E C A R AT T I & C A R L O TA G AV I N A

14.
M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D
C O D E # 4
COMFORT
FRUIT OF THE LOOM
It is a solution that lets you buy two
separate bra-halves with different sized
cups and snap them together.
BLANK LABEL
Within an hour, one-on-one appointment,
a menswear specialist will measure and
define your personal style.
C U R R E N T T R E N D S # 11
L U K E C A R AT T I & C A R L O TA G AV I N A

15.
Customisation in the future of retail is going to be built around experience.
Collaboration, experimentation, individuality and comfort all provide the
consumer with a new innovative way to interact with the product.
They act as a whole, not as fragments.
C U S T O M F A S H I O N I N
THE FUTURE

16.
“My Grandson is going to be the next Calvin Klein
Marc Jacobs.”

17.
M A R C J A C O B SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 12
The Marc Jacobs brand is the brainchild of renowned designer and the brand’s
namesake, Marc Jacobs. The Marc Jacobs brand creates beautiful, high-fashion
shoes and clothing.
M A R C J A C O B S
THE HISTORY
L U K E C A R AT T I & C A R L O TA G AV I N A

18.
M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D M A R C J A C O B S # 12
MARC BY
MARC JACOBS
Launched in 2001 to
completement collections.
MARC JACOBS
COSMETICS
Born from a collaboration
with Sephora.
#CASTMEMARC
Are you the new face of Marc
Jacobs?
L U K E C A R AT T I & C A R L O TA G AV I N A

19.
In the short term for Marc Jacobs, the focus should not be on specific product
or design (they already speak for themselves), but rather on a philosophy on
usability, sustainability and experience.
C U S T O M F A S H I O N I N T H E
SHORT TERM
D O C U M E N TP L AYI N N O VAT E

20.
The long term solution however, should not be a total revolution of existing
ideas, but rather an evolution upon this change in retail experience.
C U S T O M F A S H I O N I N T H E
LONG TERM
N E V E R S T O P
P L AY I N G A S S I S TE X P A N D

21.
L U K E C A R AT T I & C A R L O TA G AV I N A
THANK YOU