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

Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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