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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.

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data film social media

John Frieda creates bespoke user films based on Instagram algorithm

John Frieda's Shades of Me campaign
John Frieda’s Shades of Me campaign

British haircare brand John Frieda is focusing on personalisation in its latest campaign; using an Instagram algorithm that analyses hair colour and social media expressions to generate custom video stories for its fans.

A collaboration with creative agency Brave, the bespoke “Shades of Me” films aim to show what individuals’ hair colour and Instagram feed say about them.

“Your Instagram feed is a curated, beautiful visual depiction of your unique style and self expression. Colour is a powerful part of this; from the pictures you take and filters you use, down to the locations you take them in – the colours you gravitate toward are what makes you, you,” reads the write-up from the team.

John Frieda's Shades of Me campaign
John Frieda’s Shades of Me campaign

To achieve it, users simply select their hair colour and grant the site permission to its Instagram or Facebook photos. The site then highlights two key colours the user associates with the most and relevant John Frieda products for that lifestyle.

The custom film alongside also picks out keywords that relate to them: “You are a bold, cool, original, warm ombre,” for instance. Or: “You are a deep, refreshing, admirable, rich brunette”… Those words are laid over footage of both their own shots and

It also then provides them with footage of both their own shots and a selection from over 100 video close-ups of lifestyle, fashion and beauty moments created by the company.

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Uncategorized

John Frieda to stream live styling event

John Frieda is set to launch a live styling event later this week marking its biggest digitial marketing investment to date, according to Brand Republic.

Through Johnfrieda-live.co.uk, the haircare brand will stream a one-hour Live Haircare Academy on May 27 at 1pm (GMT). Consumers will be able to ask the salon experts questions throughout, while beauty bloggers will be in contact via webcam.

Caroline Wilding, product and digital marketing manager at parent company Kao Brands, said: “For our target market we know how important the digital space is in driving deeper relationships with our consumers.”

The event aims to reach 1.3m consumers through its campaign. It is being pushed via Facebook and Twitter, as well as print ads.

The concept was conceived by creative agency Brave. It is being overseen by PR company The Communications Store and digital agency Holler.