3 Big Brands Bringing Customization To Classic Products

We know that Gen Z and Millennials are interested in personalization, and now big brands are taking cues from startups, and letting customers customize some classic items…

The days of one-size-fits-all are numbered. Customization is being taken to the next level to appeal to young consumers, for whom personalization has become an expectation. From the “Chipotle-fication” of the food industry to the “Netflix-ication” of entertainment, products and services that can be molded to their preferences are now the norm. We delved into this topic in our recent Customization Nation trend, exploring a slew of examples of customized products and experiences—and how young consumers feel about them. Ypulse’s data shows three quarters of 13-34-year-olds are interested in buying products that are personalized to their taste, and 91% find brands somewhat to extremely innovative if they offer personalized products.

Now, Millennials and Gen Z’s taste in products and services that feel like they’re made just for them is spurring more innovation in the space. While at one point the idea of personalized products was a novelty, technology has allowed hyper-personalization to spread across industries and to be achieved on a mass scale. We’re seeing new methods of customization and personalization emerging in retail, beauty, food, health, entertainment, and more, making tailored products and services more accessible than ever before. While much of this customization activity is being undertaken by startups like Lost My Name, Function of Beauty, Mon Purse, and more, we’re starting to see more big brands get in on the action. Here are three bringing personalized, build-your-own tech to some classic products:

Xbox Design Lab

You might not see the Xbox controller as a classic product, but we can guarantee that…

 
 

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The Newsfeed

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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