Expertise and industry leadership.
Want to learn what you need to know about creating and running a successful product customization program? You’re in the right place!To sell more custom products, inspire your customers.
Product customization is a fantastically lucrative strategy for brands that embrace it. A growing group of consumers is interested in custom products and will gladly pay extra for them. However, there is quite a bit of variation among these customizers. Which makes...
The smarter way to grow your direct-to-consumer sales channel: customization.
When you consider the $111.54B in direct to consumer ecommerce sales in 2021 in the U.S. alone, it’s no wonder brands are eager to explore new ways to grow their DTC channels. Those who do stand to win big. Some experts predict DTC ecommerce sales will swell to nearly...
Want to promote sustainable products? Reduce returns with customization.
If there is one word these days that makes every brand leader’s ears perk up, it’s sustainability. A genuine interest among brands in improving the stewardship of our planet’s resources and consumer demand for sustainable products are powerful drivers of change. There...
Virtual merchandising and sustainability.
The fashion industry is an economic colossus, providing jobs to millions around the world. Fashion also makes consumers feel good. But that good feeling comes at an enormous environmental cost: • In the Ghanaian capital of Accra, there’s a 20-meter high cliff of...
How to Take Advantage of Post-Pandemic Retailing
There is no doubt that Covid-19 caused untold personal hardships and economic damage around the world. It is also true that recovery from the pandemic has created incredible opportunities for all brands – and that the time to shift focus is now. Closures of...
Past, Present, and Future: Adding Rocket Fuel to Product Personalization
In a retail environment that’s both increasingly digital and awash in product choices, forging an emotional bond with consumers is the moat that protects your brand’s position. Product personalization is a core element of that protective moat. But to fully exploit the...
Who are the product customizers?
It’s easy to get overwhelmed by the prospect of starting a product customization program. Getting the right product configuration software, modifying your supply chain and logistics to handle single-piece orders, developing a marketing strategy, working with your...
Product customization: your path to increased sustainability.
Driven by consumer awareness and shifting preferences, brands are increasingly seeking ways to make their products – and their companies – more sustainable. Most of those efforts are focused on sourcing. Whether it’s recycled PET bottles being converted into fleece...
Your special makeup business can be improved.
The special makeup (SMU) business is a potential profit machine for any brand. Retail partners pre-commit to the purchase, so they assume all the inventory risk of the product. But instead of being a fast-flowing river of value and profits, the SMU function is...
Want to put some teeth into your social responsibility program? Try product customization.
The apparel and accessories industries have challenges when it comes to social responsibility. Periodically you’ll see moody, black and white ads on social media trumpeting a company’s support for Black Lives Matter, or decrying working conditions in Bangladeshi and...
The most important step in product customization: thinking.
Companies typically view product customization as something that’s difficult, complicated, and only accessible to giant brands like Nike or Suit Supply. But that perception is wrong. Product customization can actually be done profitably at a small scale without huge...
A better approach to limited edition products.
Brands have long known that limited editions of products are potential gold mines. Witness the lines of people (in pre-Covid days) before a Nike shoe drop or a new Supreme t-shirt launch. Consumers love the cachet of the special product, of being one in a million,...
