Fashion brands add kiosks in-store that allow post-purchase personalization
Implications - Tapping into the desire for deeper meaning in all areas of spending, fashion brands are channeling the current fascination with personalized goods by incorporating in-store customization kiosks that provide a more experience-driven purchase. This progression highlights the need for brands to create room for consumers to customize the products in order to create an extension of themselves tied to the brand, something that is especially important during a time in which individuals are feeling less of a connection to material objects and large institutions.
Workshop Question - If you were to integrate in-store customization, what products would consumers be able to customize?
Trend Themes
1. Post-purchase Personalization - Brands are adding in-store customization kiosks that provide a more experience-driven purchase, allowing room for consumers to customize the products and create an extension of themselves tied to the brand.
2. DIY Customizations - Luxury fashion brands are offering clothing customization options in-store to consumers who wish to express themselves through their purchases and identify with the brand.
3. Custom-fitted Clothing - Brands are using 3D printing technology to create custom-fitted clothing and accessories for consumers in just a few hours, offering a truly personalized and unique product.
Industry Implications
1. Fashion Retail - Fashion brands are creating a more experience-driven purchase for customers by incorporating in-store customization kiosks and DIY options.
2. Luxury Goods - Luxury fashion brands are offering clothing customization options and personalized products to appeal to luxury-minded consumers.
3. 3D Printing - Brands are using 3D printing technology to create custom-fitted clothing and accessories for customers, offering a unique product.
