Innovation watch: Taylor Stitch puts customers in charge of the design process

From the type of leather and the style of sole, to the laces and the eyelets, the customer can dictate a finished product which is very much their own personal creation.

For shoppers used to a limited choice selected for them by retailers, the range of options at Taylor Stitch is initially a bit overwhelming. Fortunately the atmosphere is casual and unhurried, with staff happy to guide and offer suggestions.

Located on Valencia Street in the Mission District, Taylor Stitch is overtly proud of its San Francisco roots and each item is handmade in the United States. From the beginning the customer is involved in a very tactile and hands-on process.

There are no in-store iPads or website catalogues. Instead the selection is made from a large range of material samples in the store. It prompts the customer to go with their instincts rather than with an exhaustive search.

The individuality of both the service and the product are maintained through and beyond the manufacturing process. The finished product is delivered four weeks later with a personal note from its maker.

Customers are asked to ‘Share your Wear’ and send in a picture of themselves sporting their purchase to be posted on the Taylor Stitch website.

Consumer insights

Choice isn’t just offered by online retailers. Physical stores can provide a huge range of options as well as the service and advice necessary to guide the customer through all the possible variations.

Brand take-away

Making the customer part of the design and production process means they can tailor the item to their own individual needs. With that level of personalisation, combined with the hand-made quality of the shirt or shoes, the brand isn’t so much selling a product but is helping the customer realise their own creativity.

Brought to you by Fitch. FITCH is a global brand and retail design consultancy Bold Thinking, Seamless Experiences