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!