Intermix Makes it Personal
by Meredith Meyer, Intermix Communications
December 3, 2016
The demand for customization comes as no surprise; in a market that's over-saturated today consumers are looking for pieces that are unique and personal.
The trend has proven its longevity — veering away from a fad and moving towards a lasting category. Many brands offer monogramming as an option with a customer purchase, but in an innovative effort other brands are looking to work directly with the customer to create entirely personalized, one-of-a-kind pieces.
With its recently opened creative retail lab in the Meatpacking District of New York City, the space rotates themes providing customers a completely different experience from season to season. The first theme — highlighted in our retail lab story was "Next Big Things," focusing on emerging and disruptive designers.
For this Holiday season, the lab hosted a week of personalization activities providing shoppers the ability to Make it Personal.
Starting December 5 until December 11, from 4-7 PM daily, designer-hosted events popped up in a dedicated area of the lab, offering shoppers the chance to work one-on-one with the designers to personalize their purchase.
Participating brands included luxury lingerie & ready-to-wear from Fleur du Mal, designer jewelry from Fallon, leather jackets from The Mighty Company, fine jewelry from Ariel Gordon, Acrylic clutches from Edie Parker, premium denim from 3x1 and handmade hats from Eugenia Kim.
"The week of events at our INTERMIX Meatpacking location will provide an opportunity for our customers to have items from some of the coolest brands like Fleur du Mal and The Mighty Company personalized for them by the designers themselves! We want the experience of shopping to be as much fun as owning something no one else will have," INTERMIX President Jyothi Rao recently told The New York Observer.
You can visit the INTERMIX creative retail lab at 810 Washington Street in the Meatpacking District.