Courting the ‘segment of one’

Eryn Behan

Eryn Behan

With brands increasingly tapping into the new consumer individualism, or ‘segment of one’, a recent (and romantic) example from a certain global giant embodies the trend. Ginger Trend Consulting’s Eryn Behan reports.

Eryn Behan is director of Ginger Trend Consulting, the exclusive agent for UK trend forecaster Mudpie and its online platform MPDClick, and a provider of fashion forecast services and consumer insight trends to the fashion and interior design industries throughout Australasia.

The Nike Bespoke Air force 1 ‘I Do’, designed by a general consumer Brandon Renken, is certainly a new way to propose to that special someone.

Renken went to a Nike store (21 Mercer, New York) where he personalised his chosen design with ‘Will you’ and ‘Marry me’ typography on each shoe, complete with a diamond ring secured onto the hand tag. The shoes were designed with the help of Nike iD Bespoke, an innovative by appointment design experience offering consumers the opportunity to work one-on-one with Nike design consultants to customise selected Nike footwear styles.

“Consumers will be able to create a unique design by customising up to 31 parts of the shoe, including the base, overlay, accent, lining, stitching, outsole, laces and deubré. Consumers will also be able to choose from 82 premium, iconic materials and colour options.” – nike.com.

Featuring a white and green upper with yellow contrast stitching and an icy outsole, Renken’s inspired ‘design proposal’ is a pure example of the potential for big brands to individualise according to their customers’ unique demands.


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