We all know that Generation X and Generation “Why” as some refer to them are coming into the work force with new expectations and desires. One big one is the work life balance – many don’t feel the need to have to ‘climb the corporate ladder’ because they would rather be with their partners, spouses or families.
Another big trend is individualization. While these generations are brand loyal to some degree, they prefer the opportunity to individualize their products; just look at Scion and Mini Cooper and you will see that they have grasped this need and are super-serving the market.
On a smaller scale, creating custom dresses, duvets and lingerie are just of few of the newer DIY businesses that have taken off. I just read an article on a new designer who has launched a website where you can customize your own purse from dozens of different styles and even more fabrics, snaps and other accessories.
From a product marketing perspective this is genius, it allows the customer to really have what they want so the chances of returns or refunds (if you even take them) are eliminated. Add to that the viral effect that this will have for if you see a dress or a purse that you like and you ask someone where they got it, the ability to say you made it yourself and it is unique is a key sales driver for this target. What a great way to advertise!
