The photo industry has long been in the personalization business. Every negative, every slide and every print was unique, yet a standard production process was used to make these images for consumers. Today, digital technology has made personalization even easier and more broadly available.
Digital printing, including photos and graphics, are now becoming widely available for non-paper surfaces, like textiles, metal and plastics. One of the ways marketers are capitalizing on this trend is by offering limited-edition products and clothing.
For example, Converse recently announced its iconic Chuck Taylor All Star shoes will be getting their 15 minutes of fame as canvas for the works of the late pop artist, Andy Warhol. Beginning this month, Converse will debut a collection of styles featuring Warhol artwork and designs. The series is the collaboration of Converse and The Andy Warhol Foundation for the Visual Arts, a non-profit. The signature unisex high-top style will be available in a wide range of colors and retail from $65 to $95. The auction will feature work inspired by Warhol created by contemporary artists including Caleb Neelon and Ron English.
Converse is not new to personalized products; parent company Nike Inc. has offered personalized versions of its footwear for a long time. Competitors like Adidas, Reebok and Vans also offer custom versions, where users can change color, graphics and styles with a click of a mouse. The merger of fashion and personalization is a growing trend, as creative people want to establish their personal brand, instead of relying on the Paris fashion runways. This is an emerging trend, especially appealing to Millennials.
Even from a printing production standpoint, we noticed, in the upcoming floor map of the Dscoop X conference, there is a section referred as “packaging and décor” demonstrating the growing enthusiasm for personalization of everyday product using either pictures or stock images.