In a world where individualistic expression is celebrated, product customization has become important for brands to incorporate. The demand for personalized experiences is driven by a newfound desire to stand out and be unique. Brand customization strengthens the relationship between the business and consumer by inviting the customer to be partners in the creation of products. Customization offerings also create greater customer loyalty and satisfaction, generate more sales, give businesses a competitive advantage and increase customer engagement.
Recent advances in technology such as 3-D printing, augmented reality and data transmission have made customization possible. Businesses are able to have virtual studios where individuals can see their design come to life in real-time. These interactive studios help build trust that the product consumers are designing is what they are getting. The increase of trust in purchasing goods online and the rise of online shopping contribute to this trend.
Brands that know customization
Nike was one of the first brands to introduce customization and personalization options to their brand. In 1999, the company launched Nike ID, now called Nike By You, which started by giving customers the ability to select from different colors and materials for their shoes. Today, Nike By You allows customers to design their own Nike shoes and clothing through online and in-person studios. Individuals can select the sub-category of shoe they want to design, gaining design inspiration from other customers or from famous athletes.
Customizing one-of-a-kind shoes or clothing items builds a connection between the individual and Nike. Allowing customers to personalize their favorite Nike items creates an attachment and ownership feeling of the product.
In 2019, Apple began moving away from their main design principle, a one-size fits all design approach, with the launch of Apple Watch Studio. Complete with an interactive interface, consumers can pick the size, case and band they want for their watch, a change from the previous set watch and band combinations. With more than a thousand possible options, people are now given freedom to design exactly what they want, when they want it. Designing your own Apple Watch has flipped the narrative from Apple deciding what the watches should look like to letting the users determine this themselves.
Apple’s gradual move away from its minimalist design approach could be a sign for future customization options within their brand.
In 2013, Ray-Ban launched their customization initiative, Ray-Ban Remix, that allowed customers to design their own glasses. There are more than 250,000 potential combinations to design your own Ray-Ban sunglasses or eyeglasses. Individuals can customize the style, lens and colors of every aspect of the glasses to create a personalized product.
The customer becoming the designer is a rising theme in industries across the world. Individuals crave customization and personalization in their products for a sense of ownership of their items. Cozmo knows the importance of self-expression and forging your own identity, which is why we created a sofa with changeable toppers, equipped for every occasion.
Cozmo offers a variety of materials and colors for our sofa toppers, so you can pick one, or multiple, that best suit your lifestyle. The toppers are easily interchangeable, making the switch from each design effortless. With Cozmo, you are the designer.