Luxury Customization: Real Experience Or Pseudo Personality?

The demand for luxury experience of high-end consumers is gradually increasing, leading to more and more luxury brands begin to attach importance to personalized customization services. According to a recent report from Boston consulting, nearly 20% of luxury consumers said they would choose customized services when buying products, and young people would be more willing to pay for customized services. At the same time, Fendi, Gucci, Zegna and other brands have opened customized services. But some analysts believe that some brands can not understand the real needs of consumers, consumers can only be customized within the scope of the brand's choice, this is the so-called "pseudo custom". The real customization should be the transformation from loyal to brand to loyal to the consumer. The brand side can only develop in this direction to gain market recognition.

　 Personalized customization

According to the report, the dress style of the younger generation in formal occasions is gradually becoming casual. The demand for customized products is growing. This trend is particularly evident in clothing category. 20% of consumers have a special liking for customized garments.

Over the past few years, luxury brands have been improving customized services. In 2017, Italy luxury brand Fendi reached exclusive cooperation with Farfetch, a luxury electric provider in the UK, and extended the service of "Customize It" to online. Internet users can achieve customization through the e-commerce website, after which only the customers in the shop can enjoy the service. Fendi CEO Pietro Beccari said, "now, for customers, personalization is the ultimate symbol of luxury."

Another Italy luxury group Zegna (Ermenegildo Zegna) has also launched a personalized customized service to make fully personalized clothes for consumers. The brand can provide more than 1000 different fabrics for consumers to choose.

Customization is not only reflected in the clothing brand. In the evening of July 7th, the luxury beauty brand Armani suddenly launched the first AR 3D test makeup program. Consumers can try all the colors of Armani legendary red tube series in a small program. Prior to that, Shiseido Group American subsidiary also acquired Giaran, an American artificial intelligence company, to improve the customized experience of cosmetic customers, and achieve color adaptation, personalized recommendation, virtual makeup test, virtual makeup remover and other services.

　　 Tend to be younger

With the enhancement of consumers' individualization consciousness, luxury brands pay more and more attention to customization. Especially the young consumer groups are becoming increasingly prominent. According to the "2019 China luxury consumer digital behavior report" jointly published by Tencent advertising and Boston consulting, younger, regionalized and socialized will become the trend of luxury marketing in China. In China, people who buy luxury goods are getting younger. The 26-35 year old group contributes 62% of the high-end luxury goods consumption, while the 18-25 year old students contribute 12% of the total consumption.

Zhang Peiying, honorary consultant of China Luxury Goods Association, said that this is a very high proportion, and it is precisely because luxury goods tend to be younger that the customization is highlighted. He believes that at this stage, the pursuit of individuality by young consumer groups is becoming more and more strong, which is different from the formal and "old-fashioned" design. Young people are increasingly pursuing individualization and differentiation. According to previous data, the proportion of young consumers in China is "94.6%". Male consumers are more likely to customize clothing, shoes and watches, while women are more interested in customizing jewelry, bags, perfume and cosmetics.

　　 Need to break away from "false customization".

Zhou Ting, President of luxury goods expert and customer research institute, thinks that the luxury consumer market has been in China for more than 20 years. Luxury consumers are also growing. From the initial use of brand LOGO to show their social status and wealth, they are now pursuing personalized products. Luxury brands will issue new products every season, but they may be far from consumers' unique personalities and styles, so Chinese people are no longer willing to pay their bills at random. Luxury brands faced with difficulties have been forced to seek transformation. They have attached importance to customized services. Many luxury brands have also set up custom centers.

She said that the definition of "personalized customization" should be divided into three levels, first of all, the customization under the brand, in fact, the so-called "pseudo custom". Consumers can only make the so-called customization in the range of brand choices. The second is customization on the top of the brand. Besides providing a range of existing products and services, personalization meets the needs of consumers. This customization is still based on the brand itself, the core value is still the brand, customization is the additional service of the brand. Finally, free customization, consumers can not consider any brand factors, first customer needs, products and services. Zhou Ting believes that at this stage, consumers' demand for personalization is getting higher and higher. The ordinary custom service can no longer meet the growing demand, so the brand needs to break away from the "pseudo custom" and turn to the free customization. Author: Chen Yunzhe