As the post-80s and post-90s generation gradually become the main force of consumption, customization has become a popular trend of consumption. Customization originated from luxury goods, mostly leather goods and western-style clothes. In Italy, France and other places, the shoes and clothing customization business is very developed. Many famous brands of shoes and clothing are hand sewn, of course, the price is also high. In fact, customized services mainly take into account the personalized needs of consumers.
LV, with a history of 160 years of package making, is the first to launch customization services. Customers in need can put forward customization requirements at any time and print their initials on Monogram series packages. Burberry, another luxury brand, also receives customized services for its shawl products. It also prints its name on the products, which is widely loved by supermodels, celebrities and Hollywood stars. In addition, Fendi and Prada also inherited the custom mantle and tried a private custom on their bags and soles.
Recently, CJ POD, a fashion women's shoe brand, also played a customization service to meet the personalized needs of its consumers. It cooperated with D.M., an illustrator after 1985, and launched a series of 46 hand-painted illustrated small white shoes, and conducted instant flash photography and customizable limited pre-sale online.
Different from the general limited customization mode, CJ POD innovation launched a new customization mode of "independence but not isolation". The illustrations on each pair of customized shoes are drawn by D.M. himself. In addition to four original illustrations for customers to choose from, customers can also leave a message in the order. The illustrator A.L will specially put their name on the side design of the shoes, so each pair of shoes is not unique but unique.
The current market is aimed at a group of young people with the strongest self-awareness in Chinese history. CJ POD's hand-painted, illustrated and customized small white shoes, on the one hand, meet the needs of young consumers who are eager for a unique brand new, on the other hand, they also give them a sense of belonging, so that they can find their own circle.
At present, the cross-border cooperation between CJ POD and illustrator D.M. has ended the online customization of hand-painted white shoes. It is reported that the follow-up brands will continue to play with new tricks and introduce more customized styles that are "independent but not isolated", which is worth looking forward to.
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