Nano customization

 How design transforms the people’s life

Our everyday life is continuously surrounded by all types of images, icons, looks and designs, all of them influenced by the local culture and national mindset. No matter what the global influences are, the locality has a direct influence on what is designed and confers the design with a special local flavor . Design also has a direct influence on the way we feel and progress in our country, city, neighbourhood, and ultimately at home.

DESIGN EYE

Design has become the symbolic totem for showcasing culture.

So, our challenge was to identify and show the local design DNA that makes the style so unique, following the action and making the Nano customization known to three different social groups:

• Opinion leaders (innovative experts)

• Social transmitters (influencers)

• Ambassadors (celebrities)

CUSTOMIZATION PHENOMENON

We created an empathy map generated through 100 expressly neutral surveys. The basic idea was to obtain the Voice of the Customer, coming across the Custom Insights of the end-user. The sample formed by individuals between the ages of 14 and 40, from various lifestyle profiles, with a big part, mostly focused on fashion and tastes in clothing, served as a clear reference for us.

Under group behavior , we also identified at least one leader within the studied groups. The firm and faithful behavior to the brand is in their principles. This referral group is called "Black Sheep", pursuing authenticity and capable of accepting customization as a minority phenomenon. In addition, they highly value individual approach without forcing the purchase, with sellers who are experts in fashion and technology. If this group is well-directed, it can serve as an Influencer.

The customization preferences are directed towards garments such as jackets or sneakers and the preferred themes are about the awakening of sensations such as love/lack of love, justice/injustice, friendship, utopian world, change/revolution, etc.). This target audience has a strong media influence and values the attractive presentation of garments at stores, both physical and online. This group will be happy to pay a premium price for explicitly customizable garments.   

NANO CUSTOMIZATION · ACTION PLAN

With these Points of View, we can evaluate and prepare the action design plan to promote and operate the Nano Customization, together with the brand as a cohesion link with the target audience. Key points are:

·      Clear product distinction (with a special hangtag, Premium, exclusive)

·      Closely link with a collateral action, to promote the customer's emotional commitment, like solidarity action.

·      The excellence pursuit, from the first contact up to saying goodbye.   

NANO CUSTOMIZATION AS A CUSTOMER'S CENTRICITY TOOL

The details are as relevant as the action, and, as an easily understandable example, it is important to take a picture of the buying and post it on social media. These customers are our celebrities and influencers. It is more than an incredible customization action. It is a philosophy. The Nano Customization works and puts in place a perfect communication plan, where the brand created a customer's sense of belonging to a special group of people who believe and get involved in high causes.

NANO CUSTOMIZATION · SUCCESSFUL CASE

One of our favorite successful case studies is GAP Shanghai with an incredible event in 2018.  

Nano Customization at Shanghais’s GAP event 👁️🎥 VIDEO🎥👁️
        

Jack & Jones is also customizing garments at their store in Chengdu.  

DEVELOPMENT SPOTS

Customization examples performed during the SuperBowl 50.

Nano Customization is an opportunity to develop a fun & engaging activity, at shops or at shows, giving a high added value to the customer while they provide fantastic insights and intimate information.

This tool may also be considered as a brand positioning opportunity, but some aspects become critical:

·      Entire implication. All brand members must be involved and educated into the Custom Experience; thus, this can become a channel to promote the experience to customers.

·      Managing the Custom Experience knowledge. To seize and classify as much information as possible while encouraging a powerful and smooth communication.

·      Prescription by empowering. To provide the operator with the proper creative tools, transmitting customer a more emotional value.

·      Data source and loyalty tools. During the quality time that we are dedicating to customers, we are making them feel that they are more important, and that fact is equipping us to establish a long-term relationship

·       Redesign around the customer. Having "the Customer's voice" as a main and valuable input source of information.