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Brief Published: 28 Apr 2017

Customisation-Courting Flagships, London (2017)

Pepe Jeans

The booming consumer appetite for customisation is underpinning a new wave of flagship-store concepts in London – with personalisation stations driving both impulse buys and post-purchase upgrades.

It’s a strategy that’s especially important for engaging millennials – 70% in the US say they’d pay more for products or services connected to a highly personalised in-store experience, with 24% paying up to 20% extra (TimeTrade, 2017). 

  • New and Old: Cult British footwear and apparel brand Dr. Martens’ new Camden flagship offers a personalisation service for both newly purchased products and old Dr. Martens footwear.
  • Custom Adornment: British denim brand Pepe Jeans’ new Regent Street store has a denim-focused Custom Studio. Shoppers can choose from a range of embellishments including graphics, text or studs.
  • Artists in Residence: In Italian footwear brand Superga’s London store, local artists hand-paint purchased items with designs chosen by consumers for an additional £10 ($13). All artists’ bios and images of their work are displayed on a section of the brand’s e-commerce site dedicated to personalisation.

The latter concept mirrors fast-fashion giant Topshop’s in-store customisation service station. Launched for the Christmas 2016 shopping period, it played host to bespoke denim personalisation by local tattoo artists and illustrators for anyone spending more than £40 ($51). See also Instagangs: DIY Designers.

For more on the evolution of customisation, see Rapid Custom Retail: Yun Eyewear Flagship, Berlin, Luxury Product Customisation Boom and Product Playgrounds: Experimentation & Co-Creation.

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