Tuesday, 2 January 2018

Personalization and Customization: How ‘Brand You’ Came To Be.

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From running sneakers to high fashion hand bags, today’s marketing is stamping our names on the things we buy, setting us out as unique individuals - and banking on it. To get to this point, marketing has moved from a focus on the product itself to consumers, who they are, and how they think.

The power of personalization can been seen in Coke’s successful, ‘Share a Coke’ campaign. Soft drink manufacturers have been experiencing declining sales, but Coca-Cola was able to break the downward trend. By printing individual names on cans, the company saw a 2.5 percent increase in total sales and soft-drink volume went up by 0.4 percent.

Fashion brands –  like Gucci, Burberry, Rag & Bone, and Jimmy Choo –  have joined the likes to Louis Vuitton and Goyard in enabling consumers to personalize their products, while others more mainstream brands, such as Cuyana, Vans, and Madewell, have begun banking on the power of customization.  

The Conversation.

Full story at The Fashion Law.

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