With everything being documented on social media, consumers are looking for products that stand out and define their unique taste. Yet luxury fashion brands are not taking advantage of this demand by bringing customization online.
While 34% of brands in L2’s Digital IQ Index: Fashion have customization options, only 13% of them offer those options online. Many brands are still reluctant to offer complete start-to-finish product personalization, although it appears that brands are slowly reacting to consumer demand.
Jimmy Choo offers an online shoe creation service that allows consumers to customize every aspect of their shoes, from the style and fabric to heel height. They can even add a personalized engraved plaque or monogram to the sole. Although these made-to-order shoes are 20% more expensive than premade styles of the same model and material, consumers are often willing to pay more for personalization. Jimmy Choo also has a section dedicated to “inspiration” that showcases customers’ creations, seizing the opportunity to include user-generated content.
For luxury brands that don’t offer e-commerce, an online simulator is a good way to engage consumers and drive them to stores. Goyard, a relatively inaccessible brand with no e-commerce, uses a simulator to bring its customization features online.
While consumers can’t actually place orders, they can play with the different color options, leather designs, and monogram options that Goyard offers and create their ideal unique combinations. Enter your email address, and Goyard promptly saves your creation and sends it to you in a detailed email that can be shown to associates in store, who can then assist in turning the design into reality. Such personalization strategies can help luxury brands maintain their reputations for elevated service amidst increased competition from disruptor brands.