brings a new approach to promotional merchandising with clothing-commerce. This new concept for Spreadshirt’s multi-channel platform looks at how the company’s shop partners and their customers can bring their ideas to life on clothing. Clothing commerce gives a tailored solution to merchandise, both within the marketing campaigns of global brands and for local, innovative shop partners.
C-commerce takes advantage of print-on-demand technology, to give Spreadshirt shop partners various levels of customisation; they can choose an item of clothing and add their text or image. Consumers can then be enabled to adapt or add to the design, or just choose their own size, color or style of clothing. Clothing that fits well, or is in a favourite color, is more likely to be worn and therefore the Shop Partners’ messages to be seen in places traditional campaigns do not reach.
Philip Rooke, CEO of Spreadshirt, explains, “We have expanded clothing as a message carrier through our use of good quality clothing and printing techniques. Now we want to encourage organizations, brands, designers, bloggers and bands to bring their message to life on clothing and benefit from increased interaction with their consumers, turning them into brand advocates through the use of clothing-commerce and the available levels of customisation.”
Forrester has recently recognised that this ability to customize products is an accelerating trend that will drive a number of consumer product categories because:
- Buyers gain additional value from the certainty that features will be exactly what they want. And they can express themselves with public goods
- These psychological benefits translate into a higher willingness to pay, into loyal, repeat-purchasing customers
(Mass Customization Is (Finally) The Future Of Products, April 2011).
By using Spreadshirt’s print-on-demand technology, its Shop Partners have a flexible c-commerce offering, bringing ideas to life via multiple channels; white label shops, social media shops, Spreadshirt marketplaces and third party e-commerce sites. Print-on-demand technology means that each item of clothing can be printed as it is ordered. This removes the need for a large investment upfront, or surplus stock.
Spreadshirt’s fulfilment service handles everything from production and payment to shipping and customer service for its Shop Partners.
Additional Forrester report findings:
- Digital technologies will turbo-charge mass customisation
- Explicit platform providers for products, are popularising, syndicating, and empowering an ecosystem of partners to devise their own customised products.
- More than 35 percent of U.S. online consumers are already interested in customizing product features or in purchasing build-to-order products that use their specifications