Earlier a term familiar to only high-end customers, has now become an essential tool to retain customers of any brand, luxury or otherwise. It is called customisation.
A retailer’s strategic tool to deliver products in way the customer prefers it, born out of every consumer’s desire to stand out, to look the best, the most fashionable and always very different, somewhat a level above the rest.
But how? Each brand carries out a slew of consumer behaviour researches to understand the taste and preferences of the modern consumers, and accordingly designs the products.
Several brands have applied the formulae of mass customisation, in which masses get the chance to customise every product they want to own. Some brands that command mention here include Nike, Converse and Burberry that caught the imagination of consumers with their ever-innovative platforms and customer-friendly apps.
Burberry launched its Burberry Scarf Bar, letting customers monogram their initials on scarves before they place the order. Many mass brands as well as luxury labels followed this trend
.
A retailer’s strategic tool to deliver products in way the customer prefers it, born out of every consumer’s desire to stand out, to look the best, the most fashionable and always very different, somewhat a level above the rest.
But how? Each brand carries out a slew of consumer behaviour researches to understand the taste and preferences of the modern consumers, and accordingly designs the products.
Several brands have applied the formulae of mass customisation, in which masses get the chance to customise every product they want to own. Some brands that command mention here include Nike, Converse and Burberry that caught the imagination of consumers with their ever-innovative platforms and customer-friendly apps.
Burberry launched its Burberry Scarf Bar, letting customers monogram their initials on scarves before they place the order. Many mass brands as well as luxury labels followed this trend
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| Burberry Scarf Bar |
Continued... Mass customisation adopted by a host of Brands
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