Personalisation emerges as a breath of fresh air in the fashion landscape. The trend towards personalisation and customisation of luxury brands has been on a meteoric rise. In the social media era, it can sometimes lead to overexposure and a flood of standardised “must-have” items, it’s a deep-seated desire for that touch of individuality. Fueled by a keen interest in luxury brands, the charm of personalisation is like a siren’s call.
Let us know how 👉🏻
For Example:
“Hey! Look at my new Louis Vuitton Bag with my initials on it.”
Pretty personal and expensive, it sounds right?
The difference between “I must have it” and “I must own it” is what personalisation is.
The personalisation definition, well, fashion, takes the cake, bringing out the ‘YOU‘ in your unique style. Those with deep pockets aren’t shy about flaunting their unique tastes because ‘PERSONAL IS PRICELESS‘. It makes you stand out like a diamond in the sea of pebbles.
What Is Personalisation?
Personalisation meaning is customizing something to fit a person’s needs (in this case, ‘wishes‘). It can be from custom-made items to high-tech AI solutions and building strong in-person connections. Personalisation is the smart assistant who knows exactly what you like, so you don’t have to sift through a mountain of stuff.
Luxury brands are already big players in personalisation marketing, including fashion; even sports and beauty brands are in on it. By using fancy tech and creative skills to make things super exclusive, like the golden ticket of luxury. The New-gen’s obsession with personalisation ideas makes it super fast and easy to create things exactly what interests them.
Profits of Personalisation In Luxury Brands
Investing in personalisation strategies can be a game-changer for luxury brands as people pay extra for the designer’s know-how and the status it brings. It brings a revenue boost of up to 10%-30%. Nothing beats giving your audience content and a personalised experience tailored just for them.
The real winner with personalisation?
Relevance
Why? Because the endless sea of products and services can overwhelm consumers. A personalised marketing strategy cuts through the noise, offering choices that match each consumer’s likes and priorities. This keeps customer satisfaction intact.
From designer bags adorned with initials to customised sports gear and beauty products, luxury brands are elevating personalisation to new heights. See firsthand Nine Luxury Brands how impactful personalised experiences can be, backed by real-world success stories. Let’s know how to personalise.
GUCCI
Gucci offers a ‘Do It Yourself‘ service, letting customers put their stamp on a range of products. Alessandro Michele (Creative Director), the creative mastermind at Gucci, is all about self-expression. The Gucci DIY service encourages your unique Gucci style, ensuring your creation embodies the Creative Director’s vision. The luxury meets personal expression.
Gucci’s personalisation strategy includes lush garden-inspired embroideries like lizards, peonies, and dragonflies, diverse trims from python to suede, and personalised symbols such as bees, daggered hearts, and kingsnakes. You can also bling it up with monogrammed initials made of Swarovski crystals. Gucci’s DIY alphabet lets you spell with letters of your choice. You can also get the Gucci Porter Handle Personalisation and Jewellery Engraving done at their retail stores.
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NIKE
Nike, the powerhouse in athletic footwear and athleisure, doesn’t hold back when it comes to customer personalisation. Their 3-D sneaker-customisation platform is like a playground for shoe enthusiasts. It lets you design shoes that fit your feet and style perfectly.
Nike By You station extends to apparel like iron-on decals, tailoring trainers, accessories, bags, patches, and even “shoelry” (jewellery for your shoes). Jazz up your kicks by choosing some colour and material options and diving into a 3D experiment.
With their Nike Fit technology, your phone can scan your feet like a digital foot genie, using computer vision, data science, machine learning and AI to create a detailed foot profile. Nike acquired Zodiac (data analytics) to know you inside out, from your app usage to your Fitbit habits. This personalisation technique helps them to make your Nike experience worth it.
Plus, their NikePlus loyalty program adds tailored product recommendations. It’s like having a personal shopper in your pocket with personalised communication.
NIKE Hyper Adapt 1.0
The Nike HyperAdapt 1.0 is a shoe designed for pro athletes, using sensors to adjust laces based on your foot’s tension and volume. It has self-lacing technology. This eliminates distractions and improves performance by making real-time adjustments. Nike’s HyperAdapt 2.0 brings this tech to more people at affordable prices.
TIFFANY & CO.
Tiffany & Co. is all about the personal touch in luxury jewellery. Their “Very, Very Tiffany” campaign offers a unique shopping experience where you can add names, dates, or custom motifs to selected pieces. Hand engraving, a cherished tradition at Tiffany, works like a charm for the personalised pieces.
Store associates use digital tools to enhance customer interactions, from personalised product recommendations to creating a rapport beyond the store.
A study found that 49% of consumers make impulse buys after receiving personalised recommendations. With “Make it My Tiffany,” customers can craft personalised jewellery online or in-store, choosing the metals, gemstones and settings. These designs hold the power to be personalised at moments that tug at your heartstrings. Whether it’s the purchase, the warmth of a gift, or the love engraved in your anniversary ring. This level of customisation deepens the emotional bond with the brand, fostering loyalty.
SEPHORA
Sephora is an all-rounder of personalisation in the beauty world, using tech to make your shopping super customized. Their app is like a personal beauty guru, giving you recommendations based on quizzes and user behaviour analysis. Sephora stands for having the best personalisation strategy example.
You can even virtually try on makeup with the Sephora Visual Artist tool, perfect for experimenting without the hassle. It’s as simple as you have to just upload your photo. It suggests how to use different products like a pro, perfect for anyone wanting to up their beauty game. Like having a personal makeup teacher in your pocket.
In-store, they’ve got technology like the Sephora Color Match, AR which finds your perfect foundation shade, lipstick and eye makeup just by scanning your face. Plus, Sephora’s loyalty program gives you VIP perks based on how much you shop. Sephora isn’t just about digital tricks; their store staff are experts too. They use your information to make your in-store visit special, giving you personalised help every step of the way. This tech and human touch makes Sephora stand out, making sure every beauty lover gets what they want.
HERMÈS
Hermès, the pinnacle of luxury, offers personalised services from creating bespoke small leather goods in a myriad of colours to stamping initials or special dates. The brand lets you add your personal touch to its iconic pieces.
Their special projects division, Hermès Sur-Mesure, turns dreams into reality. Hermès has created some unique pieces like a funky apple holder in vibrant green lambskin, furniture, a hot air balloon, a winged saddle in luxurious red, orange, and yellow leathers, Hermès rikshaw (at Four Seasons, Kyoto), roller skates, speedboats, etc. The custom-made products and unique packaging go beyond the ordinary.
You name it, and they bring things to life.
It’s all about bringing your wildest material fantasies to life, showcasing the blend of your ideas with Hermès’ exquisite craftsmanship. Even their scarves, known for their artistry, offer a new level of personalisation. With the Life in Silk service, you can embroider monograms or messages on iconic scarves, creating a truly one-of-a-kind accessory that reflects your style and personality. In a world of mass-produced luxury, Hermès stands out by celebrating the individuality and unique touches that make fashion truly desirable.
ROLEX
At Rolex, they create timepieces that reflect your unique style and personality. Whether it’s a sleek Submariner, Air-King or Cosmograph Daytona, they understand that you want your Rolex to stand out from the crowd.
Designing your dream watch is a journey of creativity and craftsmanship for Rolex. The experts will work with you to bring your ideas to life using advanced CAD programs. Once you approve the design, their skilled jewellers will handcraft your watch with precision, using the finest materials of your choice. At Rolex, they make timepieces that are not just watches but expressions of individuality.
Rolex offers various custom-made services to personalise every aspect of your watch, from the dial and bezel to the bracelet and even the coating. The gem setting service allows you to add a touch of luxury with exquisite gems. The dial or bezel design can be the classic Rolex colours you desire. Engrave your Rolex with a special message or symbol to make it truly yours. If you need a bracelet change or a durable coating, like that of Oyester, Jubilee, or Oyesterflex, making a statement of enduring quality and craftsmanship can be done, too.
LANCÔME
Lancôme is revolutionizing the beauty industry with its personalised approach. With their Teint Particulier, they’ve teamed up with SkinCeuticals to create a scanner that reads your skin’s metrics in just 5 minutes, crafting a custom-made foundation that matches your tone. Each product comes with your name and shade ID for quick reordering, ensuring a tailored experience from start to finish.
Lancôme’s flagship store embraced Beauty Tech, using AI and AR for tools like Shade Finder, recommending your foundation shade from over 20,000 options. Personalisation through the website shows products on models with similar skin tones and creates makeup looks based on your style.
Youth Finder analyzes skin for a personalised skincare routine. The digital experience at Lancôme’s store is immersive and unforgettable, featuring animated walls, virtual fragrance testing, and even a robotic arm adding fragrance to a rose for visitors.
Lancôme also lets you engrave names on products for gifts or personal use. The service is available on their website. They use advanced tech to make beauty personal, accessible, and interests Gen Z and beyond. Why spend endless hours at beauty counters?
NETFLIX
Netflix and Chill is the new mantra of Genz! When you log into Netflix, it’s like entering your movie world tailored just for you. The banners and suggestions are like personalisation tactics for movie night recommendations from a friend who knows your inner taste. Your virtual cinema concierge.
For example: Netflix’s clever ad campaign for the final season of Lupin tapped into luxury fashion imagery, mimicking famous brands like Chanel and Rolex to hint at the show’s thieving theme. Subtle tanlines and missing accessories made it a hit, with fans awaiting the show’s finale. Netflix goes the extra mile with personalised emails that keep you in the loop about new releases matching your preferences. Their AI and machine learning algorithms analyze what you watch, like, and review to offer a lineup with your personalised content.
ZOMATO
Zomato, with their new Zomato AI, is a smart buddy that understands your food cravings, dietary needs, and mood swings. Food genie at your fingertips, ready to recommend the perfect restaurant or dish tailored just for you. What sets Zomato apart is its knack for personalisation. Using data analytics, Zomato fine-tunes its suggestions based on your past orders and searches, ensuring every meal hits the spot.
Have you noticed Zomato’s notifications? They’re super personalised, making you crave food with just a glance. Their reminders make way for the hunger!
Zomato AI also introduces you to new culinary delights, expanding your foodie horizons with each recommendation. Plus, it’s always learning, so your taste buds get VIP treatment every time. What’s more, Zomato’s dedication to personalisation extends beyond food recommendations. The platform offers a seamless and tailored experience, from placing orders effortlessly to tracking deliveries in real-time. With Zomato AI, food discovery becomes a personalised, effortless delight, perfect for savvy Gen Z foodies on the go.
Power of Personalisation In Luxury Brands
As we wrap up this exploration into personalisation in luxury brands, let’s remember the age-old saying: “Too many cooks spoil the broth.” While customisation adds a special touch, overdoing it can dilute the brand’s exclusivity. Think of personalisation services as magical artisans waving their wands, turning the ordinary into the extraordinary “one of a kind!” It’s about empowerment and receiving something uniquely crafted just for you.
