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 widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

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.

Specialist shoe retailer Vivobarefoot is introducing 3D printing into its stores for 2020. The brand is aiming to target customers searching for more customised and personalised offerings. Amid the changing desires of modern shoppers, the brand hopes to blend sustainability with personality.