Whilst researching YMS17 BLN this month Voxburner's Lara Piras delves into Personalisation, the impact this is having on our industry fashion to tech and everywhere in between.
Email Campaign: Sephora Beauty
Sephora are one of the most prominent youth beauty brands in the world, and are currently making millennials and Gen Z feel super special via personalised email campaigns. Here the beauty powerhouse uses collected data to create mail outs that showcase more than just a first name. There are personalised Birthday gifts, product suggestions and tips and even a ‘Restock Your Stash’ send that notifies the most loyal customers as to when they need to rejuvenate their Sephora supplies.
Bespoke Service: Ministry of Supply
Taking shoppers on a personalised journey from start to finish is Ministry of Supply, a mini chain of physical stores around the US where consumers can get creative and feel involved with the design process. Dubbed ‘Human Centered Design,’ it works as so; visitors choose a silhouette, fabric, thread, buttons and any other design notes they desire, and the garment is then 3D printed, eliminating time, middle-men and waste. Genius.
User Generated Content: Urban Outfitters
Did you know (according to Mashable), UGC influences millennials 50% more than any other type of media? Creating a visual commerce gallery, as per Urban Outfitters is a surefire way to engage young generations who value and trust peer-to-peer content the most. And with rumours that Snapchat is about to release a whole new series of UGC campaigns, brands it’s time to jump onboard the UGC wagon, in your own way, that feels brilliantly authentic.