Suzana Lau of Susie Bubble for Pringle Deconstructed
Digital has democratized customization, making bespoke services that were once reserved for only the top clients of the large brands accessible to more labels and consumers.
Via ecommerce platforms, consumers can now play designer, as brands enable them to select everything from embellishments, such as monograms, to the color and fabrication of the fashion item itself. Fashionbi?s ?Personalization In Fashion? report delves into the rise of the personalization trend and customization?s role as a luxury brand differentiator.
?[Democratising personalization] will only increase the customer loyalty towards them,? said Ambika Zutshi, CEO of Fashionbi, Milan.
?Today, the new luxury is keeping the consumer connected and integrate in the brand?s world, its experience,? she said. ?Giving audience a possibility to be their own designers yet have a luxury trademark on their products could be a feeling unmatchable, especially for the millennials who are constantly changing brands looking to create that complete well-suited signature look, unique to themselves. ?Imagine creating your own Jimmy Choo wedding heels with the special date engraved on it or crating your own special bracelet where each charm holds a deep meaning to you ? now this is something certainly more special than a normal footwear. Of course, then, the brand can put limits if and where needed, so it is a ?win-win? on both sides.?
Personal touch

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