The Rise of the MZ Custom Trend
Recently, the customizing trend has rapidly spread among the MZ generation (Millennials + Generation Z). This trend arises from the desire to create products that reflect individual tastes and personalities, going beyond mere consumption. The development of social media has facilitated an environment where personal uniqueness can be easily shared, leading to increased demand for personalized products.
Reasons for the Popularity of the Custom Trend
There are three main reasons why the MZ generation is enthusiastic about the custom trend:
- Consumption Characteristics of Generation Z: Generation Z, accustomed to fast-paced digital content, seeks new and fresh experiences over mundane ones, enjoying the purchasing process itself. Thus, customization has become a means of providing a novel consumption experience.
- Importance of Personal Taste: Generation Z values their preferences highly, finding greater appeal in custom items that express their unique styles rather than easily obtainable products. This serves as an important way to express themselves and showcase their individuality.
- Social Connection and Technological Advancement: Customization helps establish connections with like-minded individuals through social media. Furthermore, advancements in digital technology have made it easier to create personalized products, prompting brands to offer various customization options that reflect customer preferences.
Key Case Studies of Customization
This custom trend is actively reflected in various brands. Here are some examples of how customization has become integral to their business strategies:
- Crocs
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| (c) crocs instagram |
The casual footwear brand Crocs is considered a prime example of successfully embracing custom culture. With 13 holes in each shoe, Crocs offers the perfect canvas for personalization through a wide range of Jibbitz charms in various designs and colors, allowing consumers to express their unique style. This feature resonated particularly well with Gen Z, who value individuality and self-expression.
Building on this trend, Crocs has continually expanded its Jibbitz charm offerings, often introducing limited editions and collaborations with popular brands, celebrities, and cultural icons. This approach keeps the brand fresh and relevant, allowing customers to connect on a more personal level by customizing their shoes to reflect their personality, mood, or interests.
- Yoajung
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| about $20 for 1 |
Yoajung has attracted significant attention from the MZ generation by offering over 50 diverse toppings, allowing customers to create unique yogurt ice cream combinations. The keyword "Yoajung Honey Combination" has surged in related content on YouTube and Instagram. Notably, the "Yoajung 5 Billion Set" introduced by Seongchan of the boy group Rise has become a meme among fans, fostering a new play culture around custom combinations. Despite its relatively high price for yogurt ice cream, Yoajung continues to perform well in the market.
- FILA
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| (c) FILA custom studio |
FILA has actively embraced the custom trend by launching the industry’s first tennis shoe customization service, “Custom Studio.” Users can select their desired model and fit, customize the outsole design according to court types, and choose from up to 14 color options, creating a personalized tennis shoe. The ability to engrave initials or phrases adds to the appeal of creating a one-of-a-kind product.
- Gosty
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| (c) card-gorilla.com |
Gosty allows users to customize card designs freely. Offering over 500 designs, including collaborations with famous characters like Disney and Line Friends, they provide cover stickers that can be attached to various cards, including credit and debit cards.
- Monster Gear
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| (c) monster gear homepage |
Monster Gear specializes in keyboard customization, offering users the opportunity to express their preferences and styles through tailored keyboard designs. Their products aim to be easily assembled and adjusted, featuring various design options and modular components.
Conclusion
The custom trend has established itself as an essential movement reflecting the individuality and tastes of the MZ generation. By leveraging this trend, brands can strengthen their connections with customers. Consumers engage with brands not just as buyers but as co-creators expressing their preferences. Therefore, the custom trend is expected to continue evolving and gaining importance in marketing and product planning.
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