2015 saw, 45% of shoppers spent money on personalising a product or experience Bolstering that appetite, technological advances are making customisation increasingly affordable.
This is presenting a massive opportunity for brands to engage with the 25% of consumers willing to pay a premium price (+20%), or the 45% who are happy to wait longer to get their personalised products (Deloitte, 2015).
Italian fashion brand Fendi is letting fans personalise its handbags with a new range of interchangeable straps in a programme dubbed ‘Strap You’. Inspired by changeable watchstraps, the addons can be fixed to a number of handbag styles. Consumers can explore the various options via a strapmatch generator on the brand’s website.