In principle, many now mak

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e do with cheap consumer goods. To attract interest in quality goods, the manufacturer must touch the buyer's heart, surprise him. Marketers attach increasing importance to individual work with each client.

Benefits of Customization
The following list shows 5 undeniable advantages that customization will bring to a business:

Competitiveness. While your competitors in the market are still doing things the old way, you will be ahead. By customizing your products and services, you will increase the loyalty of your customers, their devotion to the company will be strengthened, since each of them will get exactly what they want.

Increased production profitability. Customized goods algeria email list 1.76 million contact leads are in high demand, which makes it possible to increase their cost. The task of the business owner is to calculate the ratio of cost price and selling price in order to guarantee high profitability.

Love and loyalty of the buyer. Having made sure that your company not only knows his personal needs, but also satisfies them, the consumer will happily buy only from you, and for years.

Formation of a customer base taking into account individual data. Not always the buyer agrees to provide personal data to the seller of goods/services. By showing persistence, it is easy to lose the consumer. Information is collected gradually, and product customization is very helpful in this, as it reveals the preferences of the client.

Attracting new consumers, increasing sales. Many buyers find it a great pleasure to share the joy of a successful purchase with others. At the same time, friends and acquaintances also feel the desire to buy a thing made to their taste. This is how trust in the brand is formed, which leads to an increase in sales.

Product Benefits for Lead Magnet

Source: shutterstock.com

Disadvantages of customization
Along with the advantages, product customization has its disadvantages, for example:

Increase in product cost, high selling price. Many consumers consider the cheapness of the product to be the main criterion; they are not concerned about uniqueness.

Increased labor costs, modernization of production. This is inevitable, especially if the company undertakes the production of individual goods.

The impossibility of scaling customization of mass products within the framework of existing production. Deep restructuring is too resource-intensive.

Lack of demand for the product. Resources spent on customization may not yield the expected return if demand is not calculated in advance. The task of marketing is a deep analysis of the market and its trends.


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Examples of customization in the world of clothing
Clothing customization is the most popular request. To get the desired size, color, style, fabric, the client can use the services of a branded studio or enter the necessary parameters on the website in the online designer. Product customization takes time and additional payment. Your order will be completed from several days to weeks.

In the age of artificial intelligence, such a paradoxical phenomenon as mass customization is possible. Experts promise that standard methods of selecting clothes using approximate sizes S, M, L will become a thing of the past. Buyers will simply open a website, enter their parameters and receive perfectly fitting clothes.

Global clothing and footwear brands are already far ahead of their competitors in terms of customization. This applies to glamorous, casual, and sports wardrobes.

Sneakers customization is very popular. It is offered by such market "monsters" as Nike ID, Ralph Lauren, Louis Vuitton and Dior. By purchasing Nike's React Element 55 sneaker model, you can try your hand at shoe design.

Ralph Lauren

Source: unsplash.com

The Burberry Bespoke website allows you to choose a fashionable trench coat tailored to your size, style, and fabric of the desired color. The immortal Levi`s offers complete freedom of creativity in the Tailor Shop and Print Bar, which also work on-site. The buyer applies spikes, prints, airbrushing, and chevrons to branded items. Santoni, Prada, and Gucci are not far behind: the customer gives wishes for the design and decor of the items. Famous brands Opening Ceremony, Toga, and Nicholas Kirkwood use the Farfetch online platform, which allows customization of goods.

Brands specializing in clothing personalization are rapidly gaining popularity. They literally put the creation of individual clothing collections on stream. This is how, for example, the American online clothing stylist Stitch Fix works. The client fills out a questionnaire and receives a parcel by mail with clothes selected for him by the best specialists. Russian Afour Custom allows you to customize sneakers. The online studio "Custom Shirt" offers a choice of 150 types of fabrics and 10 types of collars.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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