Luxury Customization: What Attracted You?

Introduction: consumers are more and more inclined to personalized consumption, and the more expensive they are.

Psychological realization of whim

One of the main characteristics of fashion is that consumers can express themselves according to the way they like, while consumers can always feel that there are many defects in products that can be standardized and large-scale.

Therefore, consumers hope that enterprises can design and develop products according to their own preferences, and consumer participation in the current consumer market has become a new demand.

Starting with DIY design in many fields,

The state of "seeking difference" in fashion

Fashion is a sign of social segregation. As a fashion leader, "seeking difference" is a core element of fashion. For fashion followers, "convergence" is the symbol of his (her) entering the fashion trend.

From the perspective of the development of fashion, the earliest aristocratic consumption is custom-made, hundreds of thousands of evening gowns, millions of top jewellery, these are only classified into the upper class custom service, once rich rich and luxurious life full of mystery and luxury, and fashion, personalized, expensive professional production is to push the service to the summit.

Although many custom made luxury goods take several days, months or even longer, consumers do not mind, they are willing to wait, because for consumers, it takes a certain amount of time to have a product that makes them different.

Rare and unique expression of emotional value

In order to prevent the depreciation of luxury goods, many luxury goods producers have been leading the way by tailor-made products for customers, selling limited edition clothing or launching non sales handbags.

For consumers, the rare quantity, unique design and special commemorative significance are a very pleasant feeling for him, which is far beyond the value of the product itself.

Therefore, custom-made and limited edition products often make many consumers unable to refuse, or even obsessed. This is related to people's desire to collect a product, and to convey their psychology to others in the future. At the same time, it also embodies the mentality that consumers want to elevate their identities and embody their privileges through consumer products. Or, this is closely related to people's possessive desire. In these customized or limited edition consumers, the unique personality, the pursuit of quality of life and the enthusiastic attitude are most incisive.

The core value of customized and limited edition products lies in the exclusiveness and uniqueness that they can provide, and the value of their mouth to mouth for their own products.

As long as the enterprise seize the psychology of consumers, "limit" and customization can even become a kind of consumption privilege. For example, when many brands sell customized products and limited edition products, they also need buyers to queue up or sell only to VIP members. These conditions virtually make consumers hope that what they own is the only thing that enhances the emotional value of consumers for customized or limited products.

Simple and fashionable lifestyle

With the improvement of people's living and consumption level, customized services are no longer exclusive to the rich and the nobility. The new generation of personalization and the consumers who pursue the quality of life have become the main consumer groups of customized life. Therefore, for more consumers, "customization" has become a simple and fashionable way of life.

Especially for jewellery such an extremely personalized product, there seems to be no better choice than customized services, because when consumers buy products, they need not only beautiful products but also products that match their clothing and their personalities. Therefore, customization is also the expression of the lifestyle of a specific consumer group.

Nowadays, many brands are passing the idea of brand and lifestyle integration through customization. Google news website allows users to customize news, choose their favorite sports, technology or celebrity news, and design their own personalized pages by blending existing standards.

This shows that personalized demand will rise strongly, especially in the Chinese market with great potential when the public consumption ability is gradually improving and the products are becoming smarter.

Consumers purchase fashion luxury goods not to meet functional needs, but to meet the symbolic and spiritual needs that embody the charm and connotation of self charm. Therefore, fashion luxury goods are sold with special attributes that can bring emotional satisfaction to consumers. Customized services enable this emotional attribute to be more extreme. Therefore, customization is a perfect psychological embodiment of consumers' individualized value, participation value, rare value and exclusive value.