With the rise of social media, one of the the most challenging yet exciting changes in the fashion and luxury industry was that of the world wide democracy (to a certain extent, since there are a few exceptions) on the Internet. Therefore, it doesn’t escape our notice that not only are people around the world becoming increasingly opinionated, but they are also becoming progressively individualistic in terms of how they lead their lives, and that happens to include the curation of their wardrobes. Thanks to the digital and technological revolution in our world, the customisation trend is growing with more brands launching the bespoke treatment for their customers in innovative ways that ultimately delight them. The millennials especially love the customising option mainly because they like the fact that they are co-creating something and that sense of ownership is often overwhelming. They also like their shopping experience to be more experiential than the previous generations. In a world so saturated with trends, knock-offs, and ideas-off-of-other-ideas, it is rather becoming a necessity for the new or established brands to differentiate themselves in the fashion and luxury landscape, especially since the millennials will form a large segment of the brands' target market soon in future.
But there are three different levels to customisation and brands can focus what type of customisation suits their business models and customers’ needs, and here are some examples as well to illustrate the methodologies better.
First is the personalisation of a product via monogramming which is the most basic service, where the customer's initials can be added to the products to differentiate them. This can be explained well with the example of Burberry that offers the monograming service on its scarves, trench coats, rucksacks, and even fragrance bottles with customers’ initials.
Second is partial customisation, where the customer can change some small elements of the products, mixing and matching as they please however, the customers are limited in their fantasy, where they can create a 'custom' product but not entirely. For instance, The Strap You by Fendi offers straps that compliments the existing bags, so the customers can create their own combination of strap and Fendi bag.
Finally, third is when a customer can create a one-of-a-kind product by changing all of its elements, which means the final ready product is hundred percent 'for the customer, by the customer.’ In this instance, Ray-Ban provides full customisation option for more than 10 eyewear models for men, women and children. This service offered online on the brand’s website worldwide, with more than 80 lenses, 10 styles and 200 colours available for customisation.
It is important to note that customisation services are often offered with the iconic products of the brand, because they are the most sought after pieces. Not only that but monogramming can be much more of an added value to the customer, if it is offered free of charge. Brands can also consider optimising this service not just to desktops but also on all mobile devices. As for promotion of these services, brands most promote the service for the first few days and then quickly forget to push the service more on their advertising platforms, which is not going to help them in the long run.
To get a better perspective on how to successfully market such customisation services and be successful in the long run, download the full Personalisation In Fashion research report recently documented by Fashionbi specialists, with more such case studies and evaluations.