Brands like Nike and 3×1 charge a premium to craft custom wares…
Looking for the perfect fit? Venture to SoHo to create your own masterpiece. Product customization may not be a totally innovative concept — in fact, it’s more than a century old. But we’re seeing a new take on what it means to personalize. “Nike ID” and “Share a Coke” were some of first global brand initiatives to welcome a broad set of consumers into the design process. They deepened engagement with a powerful result: new products and brand touchpoints that reflect people’s individual needs.
Now retailers are bringing an elevated co-creation experience in-store. Nike Lab has sneaker heads handing over $1000 for the opportunity to spend 2 hours with a Nike shoe designer. Together they construct a bespoke shoe from over selection 400 different materials and colors. Six weeks later, they’ll receive their one-of-kind shoe delivery.
Luxury denim brand 3×1 takes this idea a step further with “a 24 person factory behind glass”. They’ve created a live Atelier in-store. For $1500, customers can spend hours with denim tailors selecting among 800 different denim fabrics and tweaking a jean pattern to their exact measures and preferences. Simultaneously, a production team repeatedly saws prototypes until you end up walking out with your dream pair of jeans.
#Retail, #Experiences, #Makers