# Luxury Customization Luxury fashion brands prioritize in-store personalization. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 25, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/luxury-customization ## Key Figures - Trend score: 5.2/10 - Evidence articles: 6 ## What is the Luxury Customization trend? **Luxury Customization:** Luxury fashion houses' focus on in-store customization grows as they adapt to changing consumer purchase habits that prioritize enhanced retail experiences via interaction. The focus on customization specifically allows for these brands to appeal to Millennial and Gen Z demographics, who value both experience and personalization in order to establish brand loyalty. ## The consumer insight behind the Luxury Customization trend For young consumers, being able to express and share their personal identity is extremely important. Fueled by the omnipresence of social media, Millennials and Gen Z are increasingly concerned with how their purchase decisions will play into their personal brands, and how they'll translate online. Thus, brands that offer customization are able to tap into the desire for these demographics to express their unique identities through everything from the clothes they buy to the travel experiences they partake in. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 6, 2017 to Aug 28, 2019 - Published: Jul 25, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Luxury Customization trend ### Personalized Luxury Fashion Luxury fashion houses are focusing on customization and personalization as consumers seek enhanced retail experiences and individualized expressions of identity. ### Experiential Retail Brands are creating immersive retail spaces that prioritize personalized shopping experiences and combine technology, customization services, and premium products. ### AR and Technology Integration Luxury brands are integrating technology like augmented reality to create interactive shopping experiences and prioritize customization and elevated retail experiences. ## What the Luxury Customization trend means for industry ### For Fashion Retail Fashion retailers are embracing personalized experiences and customization services to cater to consumers' desire for individual expression and enhanced retail experiences. ### For Luxury and High-End Retail Luxury and high-end retailers are prioritizing experiential retail spaces and leveraging technology to create immersive environments and personalized shopping experiences. ### For Consumer Electronics Consumer electronics are becoming increasingly integrated into retail experiences as brands continue to adopt technologies like augmented reality to prioritize customization and elevate retail experiences. ## Workshop question How could your brand create a more customized retail experience for its customers? ## Trend signals for Luxury Customization Trend score 5.2 out of 10, from popularity 69%, activity 78%, freshness 9%. - Popularity: 69% - Activity: 78% - Freshness: 9% ## Examples of the Luxury Customization trend 6 featured examples from Oct 6, 2017 to Aug 28, 2019. - [Customizable Designer Sneakers](https://www.trendhunter.com/trends/customization-service): Dolce & Gabbana Dubai Now Offers a Sneaker Customization Service (Category: Fashion) Implication: Customization services are an opportunity for luxury fashion brands to deepen relationships with their customers and offer personalized product offerings. - [AR Fashion Flagships](https://www.trendhunter.com/trends/chanel-paris-store): The Chanel Paris Store Supports Personalized Shopping Experiences with AR (Category: Business) Implication: The luxury retail industry can leverage augmented reality and clienteling tools to provide premium personalized experiences to its affluent customer base. - [Luxurious Custom Trainers](https://www.trendhunter.com/trends/custom-trainers): Ermenegildo Zegna's 'My Claudio' is a Performance-Ready Range (Category: Fashion) Implication: Disruptive innovation opportunity: Implement advanced customization technologies in fashion retail to offer personalized products and elevate the shopping experience. - [On-Site Custom Luxe Fashion](https://www.trendhunter.com/trends/balenciaga-store): The Balenciaga Stores Are Hosting Personalized Options On-Site (Category: Art & Design) Implication: The fashion retail industry can benefit from incorporating on-site customization services to attract and engage customers, boosting sales and enhancing brand loyalty. - [Collaborative Designer Pop-ups](https://www.trendhunter.com/trends/chanel-x-colette): The Chanel X colette Pop-Up is Opening Its Doors in Paris (Category: Fashion) Implication: The co-branded designer pop-up trend presents opportunities for disruptive innovation in the fashion retail industry by encouraging collaborations and unique customer experiences. - [Experiential Menswear Flagships](https://www.trendhunter.com/trends/isetan-mens): The Isetan Men's Store Combines Personalized Skincare and Shopping (Category: Business) Implication: Retailers could benefit from incorporating experiential retail and reservation services into their physical stores. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)