Why the change? Let me tell you…
- Versatile products — A skin cream that does three things and not just one, what’s not to love? Once the ‘multitasking’ product firmly claimed it’s place, it was only a matter of time before bespoke came along.
- Diversity — Most industries are realising that no single customer is the same and can fit into the four ideals you make for them. So catering to each and every one is becoming increasingly important. For example, there’s more choice for afro haircare in the mass market thanks to the likes of Bouclè Me and The Afro hair and Skin Co.
- Social Media — Platforms like Instagram have provided an incentive to have a bigger conversation and allowed people to experiment with different looks and ideas. Sharing is the norm and most people are now discovering new brands through just their social channels.
- Shattering ideals — The backlash of the ‘ideal body’ was a big one, empowering more women to embrace their natural selves and not aspire to an unrealistic representation. More and more people are taking control of how the media is shaping how we see things.
With Social media playing a key part in the conversations that take place, it has changed the way we perceive brands and how we make purchases. Brands are having to listen to the comments and chatter about themselves, their industry and how their customers are feeling to ensure they stay relevant and provide valuable goods. Emily Weiss behind beauty brand Glossier really believes this; “What we’re seeing through social media is the democratisation of the beauty industry,” she says. “The customer is becoming the marketer, she’s electing which brands win by posting what she’s using on social media — whether she has 200 followers, 2,000 or 2 million. Your opinion as a woman in beauty has never been more valuable.”(via The Telegraph)
Genetic testing company 23andMe disrupted the scene with an easy way to discover more about your DNA makeup than ever before. You can find out your ancestry, any future health risks you might face and even things like your sleep. Health checks have also been made easier by Thriva, the UK based startup providing blood tests in the post that get analysed by actual doctors. They look at Cholesterol, Liver function, Iron levels, Vitamin D and B12 as part of their subscription product to help track your health every three months.
Talking of subscriptions, they have been huge in certain industries especially Beauty and Food where there’s thousands of products fighting for our attention. Birchbox and Glossybox launched entirely as subscriptions allowing consumers to test products before purchase, whilst Abel & Cole have full flexibility plus recipe inspo with their weekly fruit and veg boxes. Sniphprovides a step into fragrance with curated perfumes to try each month depending on your preferred ‘collection’.
This is precisely why sample or tester kits work — for me, if I’ve never tried a brand I’d rather try a sample or test out the service before I buy it. Why would you invest in something that won’t truly enhance or assist in your daily life? Now if I’m given a choice to try what I think will work for me, then we have a winner.
Buying bespoke is less about the product and more about how it interacts with your life. Putting the power into the hand of the consumer, by giving them a chance to be involved with the design of a product is a part of the experience, rather than just being a consumer of the product. With new technology becoming more seamlessly integrated into our interactions, it’s definitely going to support the growth of being able to customise every aspect of our lives. We’re all different and it’s about time we’re able to celebrate it!