Personalisation has become a popular fashion buzzword in recent years. At this age, it is no longer just about the brand but the consumer. Echoing this ideal, prominent fashion brands like Gucci, Bottega Veneta and Louis Vuitton have recently launched their respective DIY personalisation services to elevate their ‘game’ and provide a unique interactive experience – all in the name of sustaining customers’ loyalty to the brand.
Brands need to make sure their customer experience is not just relevant but one that is memorable, impactful and hyper-personalised as trends can rise at the same time it takes you to watch an Instagram story. Fashion is moving faster than ever.
The idea of personalisation also takes the art of craftsmanship back to its glory days where products were made for the customer on a one-by-one basis. In a way, the idea of luxury has been the embodiment of personalisation – promising customers and fashion followers unparalleled quality, materials and designs.
A study by Deloitte finds that among luxury brands, a one-size-fits-all approach has been the way to support the growing demands of fashion items. However, the same study has revealed that such a strategy does not resonate with the changing consumer base, as 45% of respondents actually prefer personalised products and services. Deloitte has also proven in another research that one-third of shoppers today are interested in limited customised products, with 71% of them prepared to pay a premium for them.
There is also a common awareness that the millennials and Gen Z will eventually make up the numbers of global luxury buyers in the next 10 years. And these digital natives have different independent ideals when it comes to ‘consuming’ luxury goods. They want to be heard and seen as unique, at the same time caring about their peers and global social issues. And here’s where personalisation comes to play.
The easiest route for the fashion houses is through monogramming or embroidery services, which have been a common thing for luxury players including Burberry, Jimmy Choo and Ralph Lauren. However, in the ever-evolving fashion world, nothing is plain vanilla as we look at some of the most creative and clever personalisation services that are happening in luxury retail as we speak.
Gucci introduced a new DIY personalisation service dedicated to self-expression recently on Gucci.com and in the new Wooster Street store in New York – extending its personalisation service to the iconic Ophidia tote bag and Ace sneakers. As the #GucciDIY service begins to roll out this September 2018 in Gucci stores worldwide, customers will be able to expect exciting new additions to the personalisation program. A new Gucci alphabet will available with an interlocking G pattern as well as crocodile, leather, python and felt appliques to monogram the Ophidia tote. Gucci has also expanded its list of colour and material combinations to make customisation an exciting experience for its customers. #GucciDIY will also be available on their in-store app, where customers can conveniently personalise their favourite Gucci products in the comfort of their phones.
Anya Hindmarch has been known for its playful and highly-personalised bags. It is a brand that believes in having its customers showcase their true personality and individuality with style. The fashion house has released numerous charms, stickers and alphabets to complement the array of multi-coloured and flamboyant totes and handbags – fit for every occasion.
In its latest AW2018 collection, Anya Hindmarch has launched a series of classic bags and satchels as well as chic Chubby Purses that can be easily personalised with the colourful Chubby Charms from cherries to smacking red lips, eggs to smileys. As you make it your own with their signature bag charms, try also their latest Pimp Your Phone campaign where the brand invites customers to play around with matching accessories available for the smartphones.
Fendi is a huge supporter of bespoke personalisation and collaboration. The brand’s most recent collaboration with Rimowa features a range of customisable luggages synonymous with Fendi’s creative direction that is inclined towards the idea of personalisation. Earlier this year, Fendi joined hands with Farfetch, an online store for luxury fashion. The collaboration gave birth ‘Customise It’, which is a unique service that allows customers to personalise the Kan I F bag and its iconic shoulder strap, Strap You.
There are a possible total of 120 unique assemblages available for the bag as customers can simply click on their preferred leather colour options, logo styles and hardware variants in gold or palladium. The strap, on the other hand, can be personalised in 70 different ways, from the leather base to the colours on the flowers. The bag retails at approximately RM11,000. Personalise one for yourself here.
Bottega Veneta’s latest personalisation program made its debut on its SS2018 runway with the theme “When Your Own Initials Are Enough”. The saying, coined in the 1970s, expressed the brand’s aversion to logos and embraced the simplicity of a sophisticated singular design. The new bespoke service features iconic intrecciato styles where a client can create an individualised, timeless piece according to his or her preference. It is available for bags from the Stripe collection, Veneta hobo, Olimpia shoulder bags and Cesta tote – backpacks, wallets, pouches and duffels in canvas, suede and leather with a dedicated blank space for one’s initials.
Bottega Veneta is also making it more interesting by allowing customers to partake in the range of personalisation services at Bottega Veneta boutiques. The next time you’re in a Bottega Veneta store, check out the personalisation corners and make your own signature mark on your accessory – embossing, stamping or stitching in a variety of sizes and colours available.