# Personalized Runway Shopping Services Burberry's Runway Made-to-Order Service Engraves User Names By Simal Yilmaz | Published 2013-02-19 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/purchasing-tool References: [luxurylaunches](http://www.luxurylaunches.com/fashion/burberrys-made-to-order-catwalk-service-allows-personalized-shopping-directly-from-its-aw-2013-14-show.php) [Burberry's](https://www.trendhunter.com/trends/burberry-and-harrods) new runway purchasing tool is an ingenious new technology called the [Runway Made-to-Order service](https://www.trendhunter.com/trends/madetoorder-dresses) lets fashionistas purchase the pieces they want right after the runway shows. The service further enhances the purchasing experience by letting consumers personalize their Burberry items. The user can engrave their name onto metal tags or plates on coats, purses and other fashion pieces they pick. Buying a designer item is a special enough experience for many people. Having an item that has an engraving demonstrating that it has specifically been made under one's name can only make it that much more appealing. Burberry calls this feature '[smart personalization](https://www.trendhunter.com/trends/golden-goose-opens-in-nyc).' Burberry utilized the service for the first time at it's Autumn/Winter 2013-14 Show at Kensington Gore, London. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 58% | Activity: 60% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **Personalized Runway Shopping Services:** Disruptive innovation opportunity: Explore the use of personalized shopping experiences to enhance customer engagement and create unique, customized products. ### Who This Affects Most - **Fashion and Apparel:** Disruptive innovation opportunity: Integrate technology into the fashion industry to create personalized shopping experiences and unique product offerings. ## Related on Trend Hunter - [Made-to-Order Bridal Collections](https://www.trendhunter.com/trends/cecilie-bahnsen-2.md) - [Customizable Co-Created Sneakers](https://www.trendhunter.com/trends/sneaker-maker.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [AI Shopping Customization Tools](https://www.trendhunter.com/trends/zegna-x.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Personal Shopping Apps](https://www.trendhunter.com/trends/beamble.md) - [Surplus Fabric Childrenswear](https://www.trendhunter.com/trends/remake-by-burberry.md) - [Personalized Fashion Advice Tools](https://www.trendhunter.com/trends/urban-stylers.md) - [Luxury Fashion-Inspired Hospitality Initiatives](https://www.trendhunter.com/trends/burberry-and-the-standard-ibiza-hotel.md)