By Alicia Fiorletta, Senior Editor
Personalization has been a major topic of discussion as of late. It’s easy to understand why: Progressive retailers like Amazon have shown the bottom-line impact of personalizing the online shopping experience, whether it’s through product recommendations, tailored emails or relevant retargeting ads.
But I can’t help but think that customization isn’t giving the ample attention it deserves. While Retail TouchPoints has covered a few great success stories from retailers such as Serena & Lily and Wild Things, there have been a lot of really fun examples cropping up in the retail scene.
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Here’s a breakdown of some of the retailers I think deserve some recognition for their customization efforts:
Threadless: Have you ever stumbled across a great slogan or heard your friend say something especially funny during a night out? Have you ever thought to yourself: Man, I wish I could make a shirt with that saying on it? Well, you’re in luck! The online destination for artists and art lovers is expanding rapidly. In addition to a stellar mobile app for its flagship business, Threadless recently unveiled Type Tees, which allows customers to easily select fonts and type in custom phrases for T-shirts. All users have to do is download the app, sift through font styles and type in their phrases using their phone keyboard. After that, select size and order! Yes, it’s that easy!
UNIQLO: The fast fashion powerhouse is taking a similar approach to customization with its UTme! app. However, UNIQLO goes beyond text and allows consumers to draw pictures and upload images. When they shake their smartphone, they “remix” the text or image, giving it a special effect or more modern art feel. When they’re done customers can order the T-shirts they designed. UNIQLO also incorporates a fun community element, allowing visitors to check out other designs and “love” their favorites. I love that this approach aligns with UNIQLO’s modern design themes. Given the retailer’s new brick-and-mortar experience created in partnership with the Museum Of Modern Art, I couldn’t think of a more perfect approach!
Tinker Tailor: Icelandic fashion investor Aslaug Magnusdottir is shaking up the luxury space with Tinker Tailor, a new venture that gives consumers the opportunity to customize creations from major labels such as Rodarte and Alberta Feretti. Designers featured on the site determine how a garment can be customized, whether it’s a fabric or color. But that isn’t all! Shoppers also can customize their own creations, selecting silhouettes, fabrics and embellishments. Even if you don’t plan to drop $500 (or more!) on an item, it’s still fun to play with!
Have you seen any great examples of customization? Share your feedback in the comments below!
