Make your product personal

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In today's crowded global marketplace how do retailers and customers differentiate themselves?

With a personal touch.

Make it yours – personalise it

For a long time, the range of personalised products was limited mainly to car licence plates and ball point pens.

At the top end was bespoke tailoring for that ultimate personalised touch, but who could afford that?

But in recent years the consumer love of personalisation has exploded, along with the range of products available to be personalised.

If you fancy seeing your name emblazoned on your bread board, or engraved into your lipstick, or even designing your own custom shampoo, then companies like Hard to Find and The Daily Edited can hook you up.

But that’s just for starters.

For years sports fans watched in envy as their favourite sports stars pranced around in their own personalised footwear and clothing.

But now sport clothing giant, Nike, is giving its customers the opportunity to mirror their sporting icons.

Nike has joined the customisation craze by developing Nike By You, where customers create their own pair of personalised shoes, including colours, fabrics and lettering.

Last year, the best selling picture book in the UK was The Little Boy or Girl who lost Their Name, a personalised story based on letters of a child's name.

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The psychology of personalising

So what can explain consumers’ growing love affair with personalised products?

Once upon a time our identities were built around the brands we wore: the emblems on our T-shirts, the badges on our sunnies, the swooshes on our sneakers.

We were labelled because of the labels we bought.

But ‘identity’ in 2018 is more than just being an advertisement for someone else’s brand – it’s about creating your own.

The move towards product personalisation isn’t about tacky giftware – it’s about independence.

It’s about building your own personal brand with your own personal products.

In fact, global personalisation phenomenon The Daily Edited doesn’t even include its own brand on its products.

Personalisation gives the customer the feeling that the product was made especially for them, and wouldn’t exist were it not for them, and allows them to move away from the mass-production pack and make it personal.