Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
r e t A i l i n g t o d A y Bespoke buckles badichi customized belts lets shoppers have it their way By Elizabeth Scott A t a Badichi Belts shop, a customer chooses from among several colors and textures of leather and selects a buckle. the belt gets cut to specifications, and within minutes the customer walks out with a customized and very fashionable belt. "Badichi customized Belts delivers an original shopping experience for customers who are looking to personalize their most important accessory that synchronizes an entire look," said fashion designer Yinon Badichi, who established the Badichi customized Belts chain in 2009, in the New York city fashion mecca known as soho. "Our belt boutiques offer a fashion concept that New York city was lacking: the chance to create customized accessories at an affordable price." Within a year of that 700-square-foot boutique's 74 SCt / m a y 2 0 1 3 inauguration, enthusiastic customers and their word of mouth had established quite a strong business for the startup. the owner opened a second shop the following year. today there are five, all in Manhattan, though Badichi says he has plans for additional units elsewhere. "i like Badichi Belts a lot," said Joseph Pine a consumer-marketing consultant who studies customization and authenticity as marketing trends. "there is a definite appeal to authenticity, with the naturalness of the leather, the personal touch of the customization, the handcrafting right there in the store with hand tools, and the focus on 'define yourself' — which centers on the identity of the customer." Badichi Belts is part of what Pine calls the "experience economy" — what customers want today, he