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Our company is only one year old, so I don't if we're at the great success stage yet,
but I think what we've really tried to do is provide an experience our customers love
and really deliver the kinds of products that they want to customize.
Ultimately really it's about what are people looking for, what do they want,
and how do you make it easier, more fun, more attractive for them to get that?
I think a lot of luxury brands have approached it from a number of different angles.
Obviously a lot of them have offline stores,
and they relate to and bring on people to help them with the experiences.
Some brands, like Burberry I referred to, has gone through and established a customization line to the business,
something that feels very luxurious, something where you as the consumer
get to craft the exact Burberry coat that you want to wear.
Things like this we see really contributing to customer loyalty,
brand loyalty, ultimately the ability to come back and make a repeat purchase.
These are really the main things we're seeing there.
I don't think everything will be personalized in the future.
I think a lot more products will be personalized in the future.
I think there's a whole category of products that you're never going to want to or really need to personalize,
like your socks or things that you don't really care very much about.
I think customization and personalization are really about products
that help you give off a sense of identity to the world,
to signal the things you want to signal about yourself.
I think these are the products that will increasingly be customized,
and consumers will seek for them to be customized before purchasing them.