Customization Is The New Luxury

Our team at Modernwearing has chosen to publish this article because it highlights an important aspect of the modern fashion world, more precisely it explains how customisation begins to play an essential role in luxury brand’s added value. Luxury brands continue to seek new ways to create a more personal shopping experience for the customer. The latest trend has been to offer customization of the Maison’s iconic items. Louis Vuitton has offered their clients the possibility to personalize their items by having their initials printed on their bags. In fact, they have now opened their second flagship store in North America, where they feature the country’s first made-to-order leather goods. The choices to create a LV bag are infinite, if you consider the five different shapes, eight types of leather, twenty six colours and two sizes.

Burberry customized

Burberry offered a similar service to their customers after the Fall 2013 runway in London. They gave their customers two weeks to order any Burberry Prorsum bags and outerwear online or at the store and have a personal nameplate engraved in the item. The shoppers will receive their orders 3 months after it was placed, and to make this seem better, even before they hit the stores.

Hermes customized

Another luxury heritage brand which has also turned towards customization to create more value is Hermès. A couple years ago, the French Maison launched a custom silk counter at its Madison Av. flagship, where the client can choose their scarf and have them personalized with their initials, a date or even a small message. They are also expected to offer a perfume bottle engraving service for mother’s day, free of charge.

I remember a few years back when it was my mother’s birthday and I was very confused as to what to get her, fortunately I remember stepping into a Sephora store on the Champs Elyssée and at the Kenzo stand they were offering free bottle engraving if you bought one of the perfumes. This small personal touch gives an item that is becoming more accessible to a wider customer a base a special meaning.

So does customization really work? Susie Sheffman, fashion director at Canadian shopping site eLuxe.ca answered this question by saying “Customization works particularly well for heritage luxury brands because it’s a way for them to set themselves apart from fast fashion.” Overall, this new customization service is simply an addition of what has always been offered by luxury brands, timeless pieces with the ultimate shopping experiences, both online and offline.