Standing apart: small changes that make it your product

If others sell the same product, why would a customer buy from you? Differentiation starts with small, considered changes, not a complete redesign.

Tools for differentiation

• Fabric: Upgrade the fabric or choose one better suited to the climate.
• Colour: A palette of your own instead of the default colours.
• Detail: A different length, collar, pocket or buttons.
• Trims: Zips, buttons and thread of better quality.
• Sizing: More accurate sizes for your customer.
• Packaging and labels: The experience of opening the parcel.

Work out the effect of each change

Every change has a cost: a setup fee, a pricier fabric or a minimum quantity. Record the change, its cost per piece and what it gives the customer, and keep only what is worth it.

Ask: why me?

Write in one sentence why a customer picks your product over the similar one. If you cannot answer, you need a stronger change.

Exercise

Open the customisation, brand and compliance template and write the changes for your main piece, the cost of each and its benefit to the customer.