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Custom fashion doesn't necessarily refer to haute couture like it did in decades past; today custom fashion is something widely available to the masses, even for those on a budget.

There are websites that let you design your own shoes online and DIY accessory sites that let you create everything from handbags to neckties. The diversity of personalized jewelry design tools is incredible, ranging from custom coastline rings to fingerprint pendant lockets.

Implications - Thanks to the Internet and social media, there has been an increased importance placed on the ability to customize products. A company would be wise to invest in products that offer room for personalization. This connects consumers and the brand on a more emotional level, leading to increased brand loyalty.