New Era - 9FIFTY Interchangeable Snapback

Mass Customization.

Growing trend - seen everywhere from Nike ID to Levi's to Mini Cooper's and Fixed Gear bikes.
How does a brand make someone feel 'special' and individual? After all, don't we all want to have something bespoke, original and personally tailored to ourselves - that only the super rich can indulge in?

More brands are adding value to their products by offering a customized, more personal product or service. Obviously the product isn't totally customizable with regard to mass products - there aren't infinite sequences or colourways for most of these products. However within the confines of what is efficient, in the sense of both economic and manufacturing capabilities, brands are embracing customization on a mass scale.

Now, New Era has designed a new system for the latter group, the interchangeable snapback 9FIFTY. This system allows the snap adjuster to be interchanged, thus making it more easy to coordinate with your outfit. It enables two snaps to be changed at once or create a combination of two differently colored snaps. However, there is a less obvious benefit of this new design, this new system makes it easier to replace damaged snap adjuster.

(Video isn't the most inspiring!)

As we continue to slog through this economic downturn, I can see mass customization growing as a trend to add 'value' to products - especially for those premium and niche brands that can't afford to discount prices. Customization on a mass scale, somewhat, delivers the luxury of 'bespoke' to the consumer and therefore may be the tipping point to make him/her part with their money. As the tables have turned and communication and marketing efforts/focus is put firmly back on the consumer (see "WE not Me" post) brands are, or need to, ask themselves how they can add a personal element to the customer.

"All they want is for someone to make them feel special, for a hour..." - Jerwayne, Phoneshop

Listen up Sir Philip Green!

Me_tail: The Future of Retail

Me_tail: "The future is here, it's just not very well distributed" - William Gibson, Science fiction writer.

Me_tail is the future of retail, where stores are used between 60-100% as a marketing and experience function, not focussed on the the sell. The aim of these stores is to represent the brand in 3D form - where the consumer can physically engage and interact - of which is not so easily replicated online (for now!)

"I want to create a space where people can come and touch Nike" - Nehjat Ramoth, Manager 1948

These stores are currently at the vanguard of the retail function to solely create advocacy and loyalty since there is so much choice for consumers nowadays - why should a shopper consider entering your store? Why does that person even remember your store from the rest? Why wouldn't he or she just shop for your products online?

Me_tail stores: Acquaintances instead of Sales Assistants. Social instead of Sell.

Staff are crucial at Me_tail stores (if they are big enough to accommodate staff that is), the Acquaintances will be the link to help cement the loyalty and advocacy - through talking about

events and social gatherings coming up at the 'shop' and ways the consumer can interact online, offline and inline with the brand. A genuine, social service will be required, like in the good ol' days, no more of the fake smiles, "how's your day been?" and "the computer says noooooo."

Nehjat Ramoth, Manager 1948

Nike 1948, in Shoreditch, offer a FREE Running Club, meeting every Tuesday at the store for all levels of fitness because remember - 'If you have a body, you are an athlete' - Bill Bowerman, Nike Co-Founder. Also, as a an incentive to continue running, after a month or so of

meeting and using the club you will be given FREE Nike apparel and even footwear to keep you motivated and fall further in love with the Nike brand. The Nike 1948 store also offers an upper level which is like an office space of a cool creative agency with art, graphics, streetwear and

illustration books as well as iPads, large widescreen monitor and one of those super cool, low

back, leather sofas. This space can be used by people to go and study, chill out, or even arrange

meetings or presentations for FREE and the 1948 store will be closed whilst the space is booked!

When I was around in August, they also showed the first Arsenal game of the season with FREE refreshments - proper refreshments, not weak orange squash! - Beers, Rum, Gin, Vodka and Pims as well as a FREE Nando's BBQ! The store was also looking to start creating parties and events for Saturday nights - with Nike's budget and the unique, cool set up of the store imagine the line up of DJ's, artists and bands!

The latest arrival of a Me_tail store I have spotted is Aether Apparel's AETHERstream which has just set up in New York. Aether have collaborated with Thierry Gaugain to create the ultimate shop on wheels. The aesthetic of the store is crucial to Me_tail and this mobile shope has a flooring of 11" reclaimed oak and custom made table and sofa by Environment Furniture - who use sustainable harvested wood and reuse other discarded materials. Other props and furniture were purchased at the Paris flea market, automatically giving the store a social conscience.