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  • How does self-image impact the value of personalisation?
  • How does self-image impact the value of personalisation?
    Sebastiaan ter Burg (2019) ©
Science

I made this! The science of customisation

It’s well-established that people place more value on things they’ve helped create, but that doesn’t mean everyone will appreciate a custom t-shirt in the same way. Canvas8 spoke to Dr. Anne-Kathrin Klesse, an assistant professor of marketing, to learn how self-image impacts personalisation.

Location Global

Scope
Launched in July 2019, Levi’s Future Finish Customization is an online service that’s letting Americans design their own denim “with one-of-a-kind details, from rips to fades, patterns to patches.” By offering more than 3,400 potential combinations to create the perfect pair of jeans, the process taps into people’s desire to make something ‘their own’.

It’s well-established that people place more value on things they’ve had a hand in making – known as the IKEA effect – yet 48% of consumers globally feel frustrated when companies fail to deliver on ...

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