On Monday, I wrote about the individual, catering to a market of savvy consumers who are no longer interested in brand worship. Fellow mindpetals columnist, Gina Laverde’s comment, “is unique the new same?” couldn’t sum it up better.
Yes unique is definitely the new same.
Last night at the launch of Samsonite’s new Alexanda McQueen luggage range we once again witnessed the trend to cater to the individual.
Among the range of ‘black label’ leather goods, a bag inspired by the human form – including rib imprints and crocodile prints for days a new range of vintage handbags have been released with a ‘DYI’ feel.
Each bag, although the same size and shape allows the customer to choose their own fabric, trimming and essentially, individualize a mass market product.
Reality shows such as ‘Project Runway’ have increased the yearning for everyday people to be fashion designers, singers, directors, lovers, husbands, wives ect. And so, this new line of bags caters not only to the savvy consumer seeking an individual touch to their accessories but to the reality market who long to have a say in their own style.
It’s yet another example of business recognizing the individual, making each consumer feel special, original and unique.
How are you catering to this lucrative market?
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