them in their offerings to him. He was recognized, respected and appreciated
as a customer. This scenario would be a consumer’s dream world and should
be the luxury brand manager’s ideal world.
The reality we currently live in is perhaps decades or even centuries away
from the techno-savvy world portrayed in Minority Report. However, the
global marketplace has evolved from the production-based Henry Ford era to
that which utilizes advanced technology in several facets of commerce, espe-
cially in streamlining products and services according to individual tastes.
This includes the customization of products and services on a broad level for
an extensive consumer base.
The concept of customization currently exists in several business sectors
on different levels. For example, several companies in the computer sector
such as Dell provide customized products to consumers through the internet.
This type of customization is on a broad level because it addresses a mass
consumer base. In the luxury goods industry, customized products are
currently provided on a narrow level to a small and select segment of
consumers. The industry is yet to adopt customization on a broad base.
Customization of products and services is one of the key requirements of
current luxury consumers. The previous chapters of this book have repeatedly
emphasized the importance of understating the luxury customer and design-
ing products and services to exceed their expectations. This is because luxury
consumers are the biggest opportunity luxury brands have to gain competitive
edge. This cannot be said often enough. The luxury consumer desires an
exceptional and exclusive total experience with luxury brands and this can be
achieved through products and services customization. Luxury consumers are
also becoming more individual in their fashion tastes and increasingly seek-
ing customization as an outlet to their fashion creativity.
Customization ensures that consumers are ushered into an exclusive expe-
rience area where their individual preferences are addressed on a broad and
equal level. It provides them with the empowerment to apply their imagina-
tion and desire to be in control of their choices. It also enhances their satis-
faction and creates a deeper relationship with the brands, paving the way for
brand loyalty. Customization also provides luxury brands with the opportu-
nity to tap into the intellectual capital of their consumers and to understand
their design expectations better.
The luxury fashion goods sector is yet to make customization a core aspect
of the corporate strategy. Currently, several luxury brands offer bespoke prod-
ucts and services but this service is often reserved to a narrow client base of
very important personalities (VIPs) or very important clients (VICs). The
reality is that every luxury fashion consumer has become a VIP and desires to
be treated as one. Consumers perceive the offerings of luxury brands to be
exceptional, and they desire to be treated as exceptional people by luxury
brands. One of the ways of treating all customers as exceptional and endear-
ing them to a brand is through offering an exceptional experience through
chapter 8 247customize me!