Indian fashion e-commerce platform Myntra is employing local tailors as last-mile delivery agents, to tackle the issue of clothes that don’t fit. A tailor will pick up purchased items from the warehouse and deliver them, upon which customers can have any ill-fitting items tailored at the doorstep. The initiative, started in October 2019, aims to minimize the cost of returns and refunds. 

Who wouldn’t love tailor-made solutions (pun intended) delivered to their door? Here are two takeaways:

💡Atomized Experiences. Noticing that it was common for Indian consumers to buy clothes online and take them to a tailor for alterations, many Indian online fashion platforms started offering alteration services. That impulse – for familiar services delivered in new, faster, more accessible ways – lies behind a huge range of innovations, from WeWork offering co-working spaces by the minute, to this Chinese healthcare platform launching unstaffed, automated health clinics across the country. You too? How can you offer what you do – or crucial elements of it – in new, innovative ways that make it easier and faster to access?

💡Automated Future? The consumer quest for customization, and brands’ efforts to deliver on it, shows no signs of relenting. In fashion we’ve seen zero-waste 3D-printed jeans and in-store robots that shrink sweaters for the perfect fit. But this doorstep tailoring initiative by Myntra is an important reminder that addressing accelerating expectations for personalization doesn’t always have to mean using fancy technology. Partnering with a network of local independent businesses or freelancers unlocked a new personalization service for Myntra: what could do the same for you?