Personalization as a luxury strategy for success

At the end of last year, Lamborghini developed a new model taking into account the main attributes of the brand’s history. Details such as fine workmanship, high technology and cutting edge design were valued during the production of the new vehicle. The detail, however, is that this model specifically produced only one unit.

To cater to the wishes of a traditional carmaker customer, every detail of the design of a new car has been entirely individually designed. This concept, which goes by the name of personalization or customization, is becoming more and more important within the luxury market.

This practice has already become common for leading high-end brands, with the creation and development of products where personalization is the main attribute, such as the beautifully handcrafted Italian designer Dolce & Gabbana handbags. This trend is already consolidated in the segment and the challenge now is to find new ways to include customization in production processes.

An absolutely interesting aspect of the concept of personalization is that it can be applied to every imaginable market segment. For example, you can create a private attendance schedule for students at an English language learning center, or create a custom itinerary that meets the particular wishes of a tourist or travel group.

From my experience, working actively with luxury brands, I can assure and ensure that this attribute wins over the customer who takes home more than one product but a shopping experience.