Taking the concept of fast fashion to the next level is not the easiest but Gucci are definitely giving it a good crack with a brand new jacket customisation service.
Launched as the second iteration of the Gucci DIY service which operates from the label’s Via Montenapoleone flagship store in Milan, the service offers a selection of customisable denim jackets, silk jackets, tailored jackets and leather jackets.
Customers can choose from elaborate patterns, floral motifs, unique designs and fonts that are synonymous with the Gucci collection design. For the bikie-inspired fashionisto, there’s even a hand-painted studded biker jacket whilst silk bombers and initialised 14 oz. Japanese denim jackets cater perfectly to the closet bodgie.
A 2013 report from consulting firm Brain & Company cited via the Business of Fashion revealed that, “by providing customisation options, brands raise loyalty at a time when it’s more important than ever.”
“Customisation also helps companies reach specific consumers—such as the unpredictable millennial generation shoppers, a group known for their fast- moving preferences. As a growing consumer force, young shoppers demand more individualised products than their older counterparts – they’re not a one-size- fits-all generation.”
Keen to get your hands on a piece? You’ll need to get yourself over to Milan’s Gucci flagship store to create your one-of-a-kind piece of kit. Dibs on Ryan Gosling’s scorpion jacket from Drive.