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Hair Drama Company creates and sells unique and trendy hair products at affordable prices. A brand rooted in hair fashion and forever on the forefront of the latest trends. The company aims to provide for every accessory or product required for women to ef-fortlessly style their hair. This hair fashion startup is creating an edge in this highly competitive industry by digitising production. In that spirit, Hair Drama Co has recently introduced a 3D printed collection. Their tar-get customer is the Gen-Z or according to the new fangled jargon “the millennials”. The customers of this generation are not looking to buy products just because they are en-dorsed by somebody. They are looking to buy an experience, how that piece of fashion or accessory makes them feel plays a big role in the decision to buy. The brand claims to be ahead of competition due to their uniqueness in product which is created through 3D printing and can be customized for every buyer. They can per-sonalize each product with a name or date or make another completely new design for an individual. Since it has to be just changed in the computer and printed, the time of delivery can be as short as 2 days. The other USP the brand offers is that they can introduce a product in the market in a very short time. The go-to-market goes down drastically, being able to introduce new collection at a much faster rate. As an example just a couple of days after a fashion week, they can launch a fashion week inspired hair accessory collection. The process and time to print a piece is much lower compared to the traditional manufacturing method. So the product could hit the market really quickly to leverage an ongoing trend or fad. “The primary reason we turned towards 3D printing technology is to be innovative, reduce costs and delays in sourcing. Sourcing is done primarily on the basis of higher MOQs. But startup brands like ours suffer with higher costs and delays in production. Using 3D printing we were able to create good quality and price com-petitive products. It's opened up huge avenues for us to be able to create unique pieces that look gorgeous and are affordable as well.” says Priyanka Sanghi, founder of Hair Drama Co.
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