Customization is certainly not a new trend in the market. Its track records prove that implementing it in the business model help brands to add an extra perk as more and more companies are including customizable features in their products. Customization coupled with ecommerce development is the way forward for entrepreneurs operating in various industries. If you are willing to commence any business, especially in fashion, you must adhere to the changing market trends and consumer behavior. The product configurator software helps brands willing to align their business models as per customers’ ever-evolving needs. The customization has an in-built digital feature that smoothens the designing process for your buyers and enables fashion brands that offer various fashion products, such as footwear, apparel, hats, jewelry, mugs, socks, and many other things, to cater dynamic demands of the customer and provide an exclusive experience.
Online Product Configurator Enables Brands to Tap on Customization Solutions
Customization has become an integral part of our lives; from the shows, we watch to our food, everything is customized. Besides, customization and personalization are not just the nice-to-have features; it has become a much more dominating factor for brands to stand from the crowd. Statistics by Dassault Systèmes and CITE Research reveal that nearly all modern consumers demand and expect some level of personalization in all things they purchase. In a press release, they said that the present-day buyers drive the market, and for them, personalization is a big deal. Fashion companies likeDresshirt and The Mighty Company allow customers to upload custom art or words to be printed on their shirts and jackets. You can even customize your vitamins, and it’s the principal reason everybody loves Etsy.
Over the past couple of years, leading fashion retailers have been working tirelessly to provide micro versions of customer-related experiences. The department stores have been offering novel experiences since past decades where people could ask for help while shopping, and the store manager also provided them all the necessary aid and offer them recommendations that fit the need of the customer. This was the precursor to the customized experiences customers crave now. Moreover, ecommerce provided the required push to customization, which had been halted due to numerous vested interests. It helped many brands to give customers their overdue customer experience while shopping ultimately. The presence of cookies on the brand’ websites enable them to track what their customers are up to, their preferences, choices, and accordingly, offer recommendations. The customized recommendation for buyers enabled brands to give customized recommendations for nearly every ecommerce purchase they made. According to the study by Accenture, 91 per cent of customers crave customization recommendations and are more loyal to brands that remember their preferences. Thus, making it evident that brands must comply with the modern buyer’s needs and offer them something that makes them return to your website more in the future.
Moreover, millennials rule the contemporary fashion transitions and brands need to buckle up and better adjust themselves with today’s consumer behavior. They demand customization, so fashion luxury brands have to be on their toes and embrace these changes. It is evident from the modern buyers who go shopping. They ask for personalized experiences, whether designing a pair of custom shoes or selecting furniture for their home decor. The freedom to personalize a product or service can attract them and encourage them to remain with your company.
Let us now study more about the strategies that will help brands to be aligned with the modern needs in the fashion industry:
- Charging More
When you talk about the reluctance shown by the fashion brands and dive in deep to understand why they need it, it would appear to you the problem was cost and misconceptions related to it. Understandably, it is easier and cheaper for brands to buy products in bulk as it reduces the chances of inventory management. However, if one thinks carefully about it and does the maths properly, it would appear costly for them because of various reasons, such as lower return, increased wastage, high monotonous designs, and others. You might think that without needing to engrave initials or guess how many lime green portable phone chargers will be purchased this quarter. But, to your surprise, you can also charge more. And they’ll buy.
A recent consumer review by Deloitte reported that 1 in 5 consumers are willing to pay 20 per cent more for a personalized or exclusive product. And even if you are under the assumption that only today’s younger crowd wants something personalized and custom-made, the review also reports that those over 55 years old are more likely to purchase a personalized holiday than those in the 16-24 age group. Personalization offers something unique to every age. Not only that, 46 per cent of consumers say they are happy to wait longer to get their customized product or service.
- Spreading the Word
People tend to notice anything different, and customization provides brands with the perfect opportunity to capitalize on this tendency. When you allow your customers to stand out, it is obvious that they shall share their experience with others, and this spreads the word for your brand. For example, if you consider the case of July Luggage, a language brand that allows its customers to design their luggage bags online and offer them the chance to modify its color, imprint initials, and all the tiniest changes that one can possibly think about. And when their customers take these luggage bags to airports or anywhere, they are immediately asked, “where did they buy it from?” These suitcases help brands tickle people’s curiosity and intrigue them to try customization and add their flair to the products they own.
Likewise, the online product configurator enables brands to thrive in the luxury fashion market by allowing their customers to customize their products seamlessly. It is an online platform for users to customize different products, such as clothes, footwear, mugs, greetings, hats, and other items. The customization software helps brands rise amid the ecommerce ventures and lets your customer enjoy online shopping by offering a top-notch customer experience. It aids fashion houses to align their business with the ongoing trends as people consider getting their customized printing jobs done online to save the time and effort that takes it to get it done from traditional printers. We have developed a system where users can choose a particular product which can be printed easily. The system will have the facility of customization features. This website customization allows you to create designs at once or for selected pages, folders, or galleries.
- Increasing Customer Experience
As discussed above, customers crave unique and special products. The same goes for the customer experience. The ability to customize or personalize their experience or product inevitably heightens customer satisfaction. When they receive their products through the mail or any other mode, seeing a hand-stitched or engraved with their initials or the designs they suggested coupled with their favorite color and size, they feel they owned and are emotionally attached to the product, which can lead to increased feelings of brand loyalty, too. If there’s a way to customize your product offerings, try it! Even the option to add initial engravings can lead to more word of mouth, referrals, and increased customer satisfaction. There are tons of ways to customize an experience if you don’t sell a physical product.
- Offering Choices
Customization can only work when you offer your customers a wide range of options that they can design on their own. Many businesses ranging from handbags to candy brands are all tapping on the power of personalization with ease and aim to accelerate it for the campaign. If you sell a product through customization services, you can let your customer choose color combinations, create patterns, or select text to personalize their purchase. The freedom buyers experience while picking up fabrics and designing the smallest thing on the apparel or any other personal item is incomparable. Besides, they have wider options to choose from, thus, enabling customers to select themes, colors, background images, and fonts and give them easy tools for importing images and logos. It wouldn’t be wrong to assume that tapping on the power of personalization will help brands meet their customers’ dynamic needs.
- Making it Simple
Providing wider choices and the best customer experience is good, but fashion houses must also realize and understand that customers can’t design a product from scratch. They will and do need your help. Offering too many choices and being unhelpful to customers can turn them off, and as a result, they might not come back to your website. Brands should adopt strategies that enable them to reduce decision paralysis. Studies have shown in the past that having too many choices are as good as having no choices. Therefore, brands mustn’t worry about offering the moon; instead, they should begin with the basics and try and test their way into the right mix for your business.
Moreover, fashion companies should also keep in mind that offering customization doesn’t mean putting all the burden on customer’s heads. For example, if you need customized furniture, it would be unrealistic to expect customers to develop solutions and answers to every problem they face. They might know a little more about the kind of product they expect from you, but you have got to work with them to create and offer some exclusive services and products. You can suggest them ideas and help them better understand how would a particular look when designed in a certain way.
- Determining the Goal
Here we want to highlight that brands need to determine how much they can allow their customers to design their fashion products since brands can’t move to extremes where they allow their customers to design everything for themselves or nothing. Finding a middle ground is crucial here. Additionally, brands must also clear out what they hope to achieve by offering a personalized version of your product or service? Is their goal to increase the number of repeat purchases you receive or strengthen your customer retention rate? Are you trying to increase your company’s customer lifetime value?
Almost every product or service can be personalized for a cost – take bespoke suits or custom guitars, for instance. The key to profitable personalization lies in determining what degree of customization you can support, given your core business model and strategy. In other words, what aspects of your product or service can you personalize on a scale-able basis? You may also face a speed trade-off, as personalized orders often take longer to complete.
- Leveraging AI and Automation
These days it is impossible for brands to trap buyers through interactive and modern techniques. In fact, a study on the subject found that subjects were willing to pay 63 per cent more for furniture they had assembled themselves. It comes down to the fact that consumers enjoy playing a central role in customizing what they buy, and that changes how they perceive the product value. Both the rationale and the numbers behind mass customization are there. Consumers like to have an active role in shaping the products they want, and they are getting more comfortable buying online. Consequently, more and more manufacturers are joining the mass-customization bandwagon, adding personalization options to offer additional product lines, increasing sales, and boosting customer stickiness.
The flip side of this massive shift in how products are made is the need for manufacturers to adapt to this tidal change. Even the most innovative, flexible and technologically advanced organizations struggle with balancing the opposing forces of profitability (which comes from standardized, lower-cost production) and consumer centricity.
From the facts mentioned, it is apparent that there are endless opportunities and possibilities for luxury fashion brands willing to adopt customization strategies and expand their market demands. These techniques help fashion houses target their customers’ specific nerves and have proved instrumental in driving loyalty. Besides, when buyers can get everything under one roof, why would they want to go to another store and start the process again or purchase a size that doesn’t fit when they know what they’re getting with you?
The future of retail is customization and storing and utilizing previously untapped customer data to create offers they can’t resist in places impossible to miss. The product configurator tool by iDesigniBuy enables brands to explore these untapped avenues and thrive in the fashion industry. Our customization tool enables fashion brands to check all the boxes necessary to become a customer-centric brand and offer some top-notch experiences that people shall cherish forever in their lives.