Mastering eCommerce Marketing 145. Why Made-to-Order Wins in Fashion with Craig Crawford
What if every piece of clothing was made just for you? That’s exactly what Craig Crawford, digital strategist and founder of Differently Enabled, is working on. In this episode of Mastering E-commerce Marketing, Eitan Koter chats with Craig about how technology is redefining fashion—from AI-driven measurements to on-demand production.
Craig explains why off-the-rack sizing is outdated, how brands can use AI and digital tools to create better-fitting clothes, and what it really takes to build a fashion brand that’s truly inclusive. He also shares the biggest mistakes brands make when trying to adapt to this market—and what they should be doing instead.
Beyond the tech, Craig dives into the real-world challenges of made-to-order fashion, like supply chain issues, pricing, and getting customers involved in the design process. Whether you’re in eCommerce, digital retail, or fashion, this episode is full of practical takeaways on how to stay ahead.
Let’s get into it.
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Guest: Craig Crawford, Founding Director at Differently Enabled
Watch the full Youtube video here:
https://youtu.be/sAdUhF3WKQ8
Takeaways:
- Craig Crawford's journey into fashion was inspired by his personal health challenges during COVID-19.
- Differently Enabled focuses on creating stylish, functional apparel for individuals often overlooked by the fashion industry.
- The brand emphasizes co-creation with customers to ensure clothing meets their unique needs and preferences.
- Technology plays a crucial role in reducing lead times and costs in the fashion industry.
- The fashion industry often fails to understand the diverse needs of consumers with disabilities.
- Emotional connection in fashion is vital; clothing should empower individuals and boost their confidence.
- Many brands make the mistake of not knowing their own identity before pursuing inclusivity.
- Inclusivity in fashion should not just focus on medical needs but also on style and quality.
- Differently Enabled aims to be a model for the entire fashion industry, not just a niche market.
- Creativity and critical thinking are essential in the fashion industry, especially in digital transformation.
Chapters:
00:00 Introduction to Craig Crawford and Differently Enabled
01:25 The Inspiration Behind Differently Enabled
06:35 Innovations in Inclusive Fashion
11:29 Challenges and Triumphs in the Journey
21:13 Current Status and Future Plans
23:06 Common Mistakes in Implementing Inclusivity
30:26 The Right Brain of IT: Craig's Unique Approach