Tailored to me

Products and services that are tailored to the end user are truly unique and ultimately markets of exclusivity


How is this sub-trend evolving?

How it was

Exclusivity in everyday products, invite only products and content

How it is

Exclusive product and service experiences that consumers can easily share with and impress their friends

How it will be

Products and services that are tailored to the end user are truly unique and ultimately markets of exclusivity

In-market examples from around the world

What: A personal shopper that tailors choices based on a person’s physical characteristics as well as their own taste. Either though their in-person Clubhouses or via home delivery people can experience the very best of shopping without any of the hassle.
Why: “Trunk Club was started to solve a simple problem: shopping for clothes in stores is overwhelming and inconvenient. With Trunk Club, you’ll discover great clothes that are perfect for you without ever having to go shopping. We combine top brands, expert service, and unparalleled convenience to deliver a highly personalized experience that helps you look your best.” (Trunk Club, About us)
What: A new wine delivery service called Vinome is trying to put a stop to picking ‘bad’ bottles of wine by creating a personalised taste profile based on your DNA.
Why: Scientists and wine lovers came together to create Vinome, with the shared vision of wine-related education and enjoyment for everyone who desired it, no matter what their individual taste preferences. At $149 subscription for a quarterly delivery, their growing customer base would consider this a worthwhile investment for hyper-personalisation in a high engagement category.
What: A meal delivery service that goes one step beyond offering variation and convenience. The meal journey starts with the consumer’s goal (e.g. build muscle, lose weight, increase intake of a certain nutrient), after which nutritionists and a custom-built software design the meal plan ensuring there is variation while goals are met.
Why: To differentiate in the increasingly saturated meal-delivery market Fresh Fitness Foods is shifting the starting point from convenience (moving it into a hygiene factor) to the consumer and therefore highly tailoring the product.
WhatStarbucks’ upmarket Reserve Bar is a concept store that aims to target the more discerning coffee consumer. The outlet also serves wine, beer and freshly served food along side an offering including charge points, Wi-Fi and the latest payment technology.
Why: Premium perceptions rely increasingly on the channel, the packaging, the experience as product quality standards rise. Brands are investing more in design, packaging & experience to deliver scalable value.
What: The Inspired Chef is a new artisanal ice cream brand based in Singapore. The company brings in top local chefs from popular food outlets  to create its flavours.
Why:  The ice cream is currently available only online via home delivery which adds to products exclusivity while  customers are asked to share their purchase on social media.
What: Italian online fashion retailer Yoox bought Net-a-Porter to create the world’s biggest online luxury-goods retailer with sales of  €1.3 billion.
Why: The online luxury goods industry is still in its infancy because many brands put off Internet expansion, worrying it would not offer customers the same high-end experience as their stores. But executives now believe the Internet will be key to driving future sales, particularly among web-savvy Millennials.
What: U.S. fashion label Marc Jacobs is facilitating online sharing and simplifying the path to purchase for its beauty collection with a new Instagram effort.
Why: Customers receive an email with shopping information and application tips for any product with the hasthag #ShopMJB that they’ve ‘liked’ from @MarcBeauty on Instagram – where exclusive deals are offers are also shared.