Categories
business Editor's pick product Retail technology

6 brands driving consumer engagement through customization

The availability of data and an increased purchasing power has pushed retailers to create products and services beyond the standard selection. Whilst traditionally customization was seen as a luxury feature, the democratization of fashion has led to many high street retailers offering the service as another way to engage consumers.

In today’s digital era, the abundance of data has made it easier for retailers to personalize marketing content, but this is now going one step further to individual design and styling. Consumers want products tailored to their own specific needs and style, and by offering customization, retailers can increase their value and differentiate from the competition. 

From a business perspective, offering customization can be financially rewarding too, as 1 in 5 consumers will pay a 20% premium for personalized products or services. Customization can also be a sustainable method of production, as products are created to meet the exact demand, thus minimizing the risk of excess stock. 

Meanwhile, as manufacturing processes become more sophisticated and streamlined through features like 3D printing and automation, customization is something we will see more of in the future. As we continue to watch this trend develop, here are 6 brands driving engagement  through customization.

Louis Vuitton
Louis Vuitton custom Run Away sneaker

The sneaker industry is expected to be worth $95.14billion by 2025, and Louis Vuitton is another luxury brand hoping to tap into that booming market by offering consumers customized sneakers. Consumers will have the option to customize the Run Away sneaker by changing its colour, material and stripes and for an extra personal touch, get their initials printed or hot stamped on the shoe.

Fame & Partners
Fame & Partners bridemaids dresses

Fame and Partners is a contemporary womenswear brand based in LA trying to combat overproduction in the fashion industry by offering made-to-order garments. Through their Custom Clothing studio, consumers can customize any item by choosing the silhouette, sleeve length or neckline. The brand’s strategy eliminates the need for excess stock, helping to reduce waste that would otherwise be sent to landfill. 

Function of Beauty
Function of Beauty custom hair care

This DTC beauty brand has taken over social media with its Instagrammable hair care line that target Gen Z consumers who are seeking products unique to their needs. Consumers can go online and take a quiz to determine their hair profiles, selecting up to five hair goals, ranging from color protection to curl definition. They can also choose both the scent and color of their products, creating a customized product from design to function. Each bottle is then formulated using clean ingredients, which are cruelty-free and 100% vegan.

Rapha
Rapha custom collection

Cult British brand Rapha is disrupting the cycling market by partnering with Unmade to create a customizable team collection. Customers are given the opportunity to create their own unique jersey designs, including team logos, which are then manufactured into a bespoke product. Poor user experience and long lead times are usually a set back when it comes to customization, but Unmade’s print solution allows for quick bespoke manufacturing on a smaller scale.

Puma
Puma’s new NYC flagship

To enhance customer experience in store, Puma has created an exclusive customization studio at its new flagship store in New York. Customers can customize a range of footwear and apparel using paints, patchwork, embroidery, 3D knitting, laser printing and material upcycling. The studio also collaborates with new artists on a bi-weekly basis, with Sue Tsai, BWOOD and Maria Jahnkoy being the most recent.

Levi’s
Levi’s customization patches

Levi’s brand strategy has revolved around making products your own since the original blue jean was patented in 1873. These days, many Levi’s shops have a dedicated tailor shop that can customize and repair products, such as adding patches, studs, embroidery, stencilling and distressing, so consumers can have a one-of-a-kind product. To align with its sustainability initiatives, the brand also offers a full repair service which does anything from fixing rips and holes to color fading, helping well-worn jeans gain a new lease of life.

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
e-commerce Editor's pick Retail

Alibaba expands Singles Day for 2018 with new retail strategy beyond China

Daniel Zhang, CEO of Alibaba
Daniel Zhang, CEO of Alibaba

Alibaba’s annual mega-sales day, known as Singles Day, is set to be bigger than ever this year as it introduces its “New Retail” strategy, which further connects online and offline shopping.

The event, which takes place on November 11 every year, is celebrating its 10th anniversary in 2018, with the ambition to top last year’s record-breaking $25.3bn revenue in 24-hours. The focus will be on expanding scale and reach, according to the e-commerce giant, which includes moving beyond its home in China.

“Over the last two years, we have pioneered the concept of New Retail to accelerate the digital transformation of the offline,” said Alibaba’s CEO, Daniel Zhang.“We are excited by the impressive results achieved to date and will continue to be the driving force innovating for merchants and customers in the coming decades.”

As for geographical reach, platforms in the Alibaba ecosystem (TMall World, AliExpress and Lazada) are focused on bringing the event to overseas shoppers. Lazara, for example, will host its own festival for customers in Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam.

Moreover, Alibaba’s TMall plaform is already offering 500,000 items for pre-order as of October 20, following a see-now-buy-now fashion show on the same day, which enabled the company to respond to any insights on demand.

This year also includes a new focus on independent retailers. The retailer is working with 200,000 mom-and-pop shops which have been upgraded with Alibaba’s technology tools, such as AR-enabled discounts in-store and online promotions. 

Other brands including L’Oréal and Starbucks have also announced plans in place. L’Oréal China will launch a series of pop-up stores allowing customers to interact with virtual mirrors using AR and AI as well as vending machines, according to Hagen Wuelferth, the beauty group’s chief digital officer.

The shopping day’s extraordinary growth over the past 10 years aligns with China’s appetite for digitally-enabled experiences, which have not reached the same level in the West.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
digital snippets e-commerce film mobile social media Startups technology

Digital snippets: Asos launches podcast, Burberry’s success on Periscope, Jet hits $1m in first-day sales

A round-up of the latest stories to know about surrounding all things fashion and tech…

asos

  • Asos launches weekly podcast in customer engagement push [Retail Week]
  • Burberry’s Snapchat and Periscope campaigns deliver a record 100m impressions [The Drum]
  • Jet, the new Amazon competitor, hits $1 million in sales on launch day [re/code]
  • Forever 21 launches Instagram-powered thread screen [DigitalBuzzBlog]
  • Nordstrom is making it simple to buy via text message [NRF]
  • Birchbox’s monthly deliveries will give virtual reality a fascinating test run [AdWeek]
  • Katy Perry, Coty launch perfume line with Twitter pop-up shop [AdAge]
  • Victoria’s Secret chatting app ensures instantaneous customer satisfaction [PSFK]
  • LVMH to launch Apple Watch rival [Reuters]
  • Amazon will be the number one US clothing retailer very soon [Bloomberg]
  • Old Navy follows viral hit with another back-to-school music video [AdAge]
  • Rakuten buys virtual fitting room start-up Fits.Me in a fashion commerce play [TechCrunch]
  • E-commerce start-up Tinker Tailor shuts down operations [Fashion Times]
  • Personal shopping app Scratch launches with $3.6 million in funding [Fashionista]
  • Battle of the buy buttons: What does the social commerce hybrid mean for retail brands? [The Drum]
  • The surprising way smartphones are changing the way we shop [The Washington Post]
  • Malte Huffmann of Dafiti on cracking fashion e-commerce in Latin America [BoF]
  • Fashion’s biological future is now [Huffington Post]
  • Programmable clothes are going commercial [Co.design]
  • Apple Watch sales: what we know (and don’t know) [WSJ]
  • Pebble boss: ‘one day, people will not be able to live without their smartwatch’ [The Guardian]
  • Does Ringly have a place in an Apple Watch world? [TechCrunch]
  • Vogue launches Alexa Chung fashion documentary series, crowdsources questions [Vogue]
  • 10 retailer blogs that are genuinely worth reading [Econsultancy]