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.
Dr. Anne-Kathrin Klesse is an assistant professor at the Department of Marketing Management at the Rotterdam School of Management, Erasmus University in the Netherlands. She holds a PhD from Maastricht University. Her research interests revolve around consumer judgment and decision-making. She is particularly interested in how we can nudge consumers to make ‘better’ decisions, such as saving money, eating healthier or making sustainable consumption choices.
Vanity sizing can make shopping for clothes slow, frustrating, and potentially damaging to one’s self-esteem. True Fit believes it has the solution. Collating information from around 10,000 brands across the globe, it’s helping people find the right size for them, whether buying online or in-person.
Skin care products often have a long list of complex ingredients, and with a growing awareness of the chemical nasties in cosmetics, Make It Make It is offering an alternative. Its all-natural DIY kits, which are mixed up at home, ensure people understand exactly what’s going on their skin.
Prada is offering fashion-forward men the opportunity to customise its bold Double Match shirts with two prints of their choice. As people look for greater product personalisation to reflect their identity, luxury brands are finding ways to deliver one-of-a-kind products and experiences.
The beauty world is being transformed by new technologies that personalise products to the individual, offering perfectly blended foundation and uniquely formulated hair care. How might customisation impact this historically segregated sector? And could tailored cosmetics become the norm?