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Brief Published: 22 Jul 2013

Indivijual Brings Custom Eyewear Online


Customisation has become a major trend in bricks-and-mortar retail – with stores such as Audi's Digital Showroom and Bite’s Custom Lips Lab deploying it to enhance retail-tainment and customer service alike. However, US online eyewear boutique Indivijual is raising the bar for buying bespoke online by offering custom-fit glasses.

The company uses a complex consultation process – part scientific, part holistic – to create frames specific to an individual client’s face shape and lifestyle, despite never meeting them face-to-face.

Indivijual sends new clients a Customer Info Kit that gathers information about their hair colour, eye colour and skin. The kit also comprises a ‘photogenic’ ruler for taking detailed measurements of their faces and a questionnaire to gather information on interests, profession and personal tastes.

Indivijual’s designers use the data and photographs supplied to craft a mould of each customer’s nose and tailor the design to suit their lifestyle. They share sketches with clients via email and invite them to submit suggestions throughout the design process.

“A lot of our customers are luxury consumers, but because we can make frames from very large to very small a growing number of customers are ‘hard-to-fit’ consumers – for example, those with extra large noses or very thin faces,” explained Indivijual founder Randall Barnett.

While eyewear brands such as Oakley, Adidas Originals and Ray Ban offer layers of customisation on their websites, this only allows consumers to modify aesthetic features such as frame or lens colour rather than get a personalised fit.

Prices for a pair of custom eyeglasses range from $745 to $2000 and take up to ten weeks to complete.

For more on how premium retail services can be replicated online see Burberry’s Bespoke Trench Coats add link and Taking Luxury Online.