The Popularity of Personalization

Is it personalization, mass-personalization, customization, print-on-demand or made to order? What do we call this trend? Maybe it’s all of the above – or a combination of them all? There is no doubt that the trend of personalization is growing! Printing live at an event isn’t new. Allowing recipients to be engaged with the brand as they choose from between promo items and apparel items, then co-creating or arranging and customizing the graphics to match their personality and have the final item personalized and printed onsite – that’s a BIG deal and fairly new!



The first reason for the rise in personalization is the printing technology. The apparel or promo printing equipment and techniques that make printing on site, printing on demand and personalization possible and efficient, are usually centered on the manipulation of variable data and inkjet printing technology. Dye-sublimation transfers, direct-to-substrate printing and DTG (Direct to Garment) inkjet printing isn’t new but the printers have become smaller, less expensive and more purpose built in the last few years. More traditional screen printers are investing in direct to garment printing machines because they are regarded as a professional tools designed for success in a production setting. In other words DTG printers no longer look like a science project, using stray parts, built in somebody’s garage.

Another reason for the recent rise in customization is the demand from consumers. Amazon and other large online retailers have helped shape the behavior of the consumer. According to Deloitte research 50% of buyers expressed an interest in purchasing customized products and a 25% are willing to pay more for customization. There is also evidence that an increasing numbers of consumers are happy to share some personal data in exchange for a better, more customized product. Most people would agree the buying behavior

In my opinion, there is a third reason. I refer to it as the “emotional needs” of our current culture. In part due to social media platforms, these buyers want to show off. They “need” to prove that they are special. They have an attitude that says, “Look at me! I don’t buy my apparel at Target or Macy’s. I order my custom apparel online. I’m cool – I’m elite!” They also “need” to be connected to the team or show that they are part of the tribe. This example couldn’t be more true than with sports teams!

For years Vans shoes has offered the ability to have customers create their own art, upload designs, chose accessories styles and colors and order their own custom shoes. Vans recently added backpacks to the customization line up. Nike has also offered some customization with some of their shoe styles. Nike now owns the Converse brand and the Chuck Taylor styles of shoes have become a very popular choice to customize.