RE Load features single and double-strap bags as well as a 'build your own' feature. Customers can describe what their ideal design would be or send in a picture or sketch of what they want, ensuring the end product will be exactly what they envisioned in their mind.
Implications - Consumers want to express themselves through the purchases they make. Designs that illustrate a unique aspect attract more attention than those which only serve a practical funciton. Designers attempting to increase their sales could come out with more items featuring an aspect of personalization.