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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies