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  • Un vêtement unique : la mode de la personnalisation

Un vêtement unique : la mode de la personnalisation

Camille29 décembre 202025 septembre 2022

Aujourd’hui, malgré la diversité des marques, des coloris ou des matières, combien de fois vous êtes vous retrouvés dans la rue à côté de quelqu’un portant le même vêtement que vous ? Il est temps de s’habiller 100% personnalisé !

L’ère de la personnalisation

Comment avoir un style unique quand toutes les marques de fast fashion proposent des vêtements qui se ressemblent comme deux gouttes d’eau ? Depuis quelques années maintenant, une nouvelle tendance est arrivée sur le devant de la scène : la personnalisation. Il peut s’agir de choisir le message sur le vêtement, sa couleur, rajouter des détails ou encore ajouter une photo !  Au début, la personnalisation se faisait surtout sur des accesssoires, tee-shirt ou goodies pour des évènements, notamment des salons d’entreprise ou des week-end étudiants. Mais aujourd’hui, tout se personnalise et surtout, les personnes le font indivuellement. Le but est d’avoir sa pièce unique, avoir eu l’impression de la choisir de A à Z et que personne dans la rue n’aura la même. Le client devient son propre designer. Vous l’aurez compris, la personnalisation permet de faire passer un message, que ce soit le message choisi sur le vêtement mais aussi un message plus implicite : montrer que je ne suis pas et que je ne porte pas comme tout le monde. Le but est de se distinguer des autres, et aujourd’hui toutes les tranches d’âge sont concernées par cet effet de mode.

Quelques exemples de marques : du classique au haut de gamme

Il y a biensur de nombreuses marques proposant des produits personnalisables sur le marché aujourd’hui. Il y a des marques qui se sont créées pour cette tendance et qui proposent que des produits personnalisés en quantité et certaines marques qui proposent quelques produits à personnaliser en plus de leurs collections classiques.

La marque Printful est un des sites en ligne où toute l’offre se concentre sur des hauts à personnaliser. Le client choisit son haut : tee-shirt, sweat ou sweat à capuche puis il peut choisir la couleur parmi une large palette de choix et il peut importer également un design à imprimer sur le haut. Le design peut être imprimé sur le devant du tee-shirt, sur l’étiquette, sur les manches etc. Toutes ces options permettent au client de créer son haut unique pour quelques dizaines d’euros.

Page de personnalisation Printful
Page de personnalisation Printful

Evidemment, il y a différents niveaux de gamme pour ce genre de produits.

Maison Labiche, marque française de vêtements haut de gamme, propose pour homme et femme des tee-shirt, sweatshirt, de la lignerie ou des accessoires à personnaliser. La broderie s’effectue en France et la fabrication des habits en Europe.

La marque se définit de cette manière : La signature Maison Labiche c’est un texte brodé sur le coeur avec une typographie manuelle dessinée par nos soins et une technique de broderie développée spécialement pour nous.

Page de personnalisation Maison Labiche
Page de personnalisation Maison Labiche

Le client choisit donc le vêtement de son choix puis le style, la coupe et la taille. Il choisit ensuite le texte à broder, l’emplacement et la couleur de celui-ci. Pour 85€ vous recevez par exemple une marinière manches longues brodée au niveau de la poitrine.

Même les marques de fast fashion s’y mettent

Zara, comble de la fast fashion et représentant l’inverse de la personnalisation avec ses collections en masse, a elle aussi sorti récemment une collection personnalisables composée de chemises, sacs et trousses de toilette, entre autres.

En effet, vous pouvez choisir la couleur de votre article et ensuite y ajouter pour quelques euros de plus des initiales de la couleur de votre choix là aussi.

Produits personnalisables sur Zara
Produits personnalisables sur Zara

La collection a été un réel succès puisque la pochette et la trousse en feutre on été en rupture de stock très rapidement. Peu de stock pour une première collection personnalisable ou coup de communication afin de créer un effet de rareté ? Seul Zara le sait !

Hier réservée au domaine du luxe, la personnalisation a envahi la mode. Via ce service, les marques rendent unique des modèles produits en série. Le consommateur veut que son achat soit unique, en accord avec sa personnalité et ses valeurs, et surtout qu’il se démarque par une petite singularité.

Alors, allez vous craquer ?

A lire aussi, les 10 objets insolites réalisés par les maisons de luxe

communication, fashion, Marketing, marque, mode, stratégie, sweat, zara

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