Consumers are more and more inclined to personalized consumption, and the more expensive fashion luxury goods are, the more prominent this feature is. As a result, customized consumption came into being. Consumers like customized consumption, not only from their own products, but also the embodiment of personalized psychology. One of the main characteristics of realizing fashion with arbitrary psychology is that consumers can express themselves in their own way, but consumers always feel that products that can be standardized and scaled have many shortcomings, which are difficult to change because of the mode of industrial mass production. Therefore, consumers prefer enterprises to design and develop products in their own way, rather than selling them many already formed products. Consumer participation has become a new demand in the current consumer market. Starting from DIY design in many fields, consumers increasingly want to have some personalized products that can realize their ideas. The DIY model of computers and household goods is the representative of this consumption trend. For example, in order to reflect their own personality, consumers like mobile phones with changeable casings. On the surface, changing casing is just a simple action, but for consumers, it is a psychological expression of consumers' free will and their own fashion. Nowadays, in line with this demand, the cycle of durable goods has been shortened. For example, BMW Mini Cooper can also change the shell, so that consumers can have cars with different appearances every year. It greatly meets the needs of consumers, and customized products, as symbolic products that can show consumers' temperament and aesthetic taste, such as luxury goods such as jewelry, naturally become a way to meet the changes of consumers' needs. Therefore, being able to customize products according to consumers' requirements reflects a realization of consumers' dreams, and it is also a manifestation of better integrating consumer personality elements into fashion trends. Depending on the fashion, the state of seeking differences in fashion is a symbol of social class division. As a fashion leader, "seeking difference" is a core element of fashion, while for fashion followers, "convergence" is a sign that they step into fashion trends. Therefore, the class that wants to lead the fashion always distinguishes other classes by "seeking differences". The more obvious this division is, the more representative it is. Judging from the development of fashion, the earliest aristocratic consumption was mainly customization. Hundreds of thousands of evening dresses and millions of top-class jewels are only classified as customized services of the upper class, which once filled the lives of rich and powerful people with mystery and luxury, while fashionable, personalized and expensive professional production pushed the service to the peak. Although it takes days, months or even longer to make many customized luxury goods, consumers don't mind, they are willing to wait, because it is very worthwhile for consumers to spend some time on a product that makes them different. Rare and unique expression of emotional value In order to prevent the devaluation of luxury goods, many luxury goods manufacturers have been keeping ahead by customizing products, selling limited edition clothes or launching non-sale handbags. For consumers, the scarcity of quantity, unique design and special commemorative significance are a very pleasant feeling for them, far exceeding the value of the product itself. Therefore, customized and limited products often make many consumers unable to refuse or even obsessed, which is related to people's psychology of collecting a product and enjoying it with others in the future. At the same time, it also reflects the psychology of consumers to improve their status and express their privileges by consuming products, or it is closely related to people's possessiveness. Among these customized or limited edition consumers, they have unique personality, pursuit of quality of life and enthusiasm. The core value of customized and limited edition products lies in the exclusiveness and uniqueness it can provide, as well as the reputation and praise value of owning such products. As long as enterprises grasp the psychology of consumers, "limited edition" and customization can even become a consumption privilege. For example, when many brands sell customized products and limited products, they also need buyers to queue up for reservations or sell them only to VIP members. These conditions invisibly make consumers always hope that what they have is unique, which enhances the emotional value of consumers for customized or limited-edition products. Simple and fashionable lifestyle With the improvement of people's living and consumption level, customized services are no longer exclusive to the rich and nobles. Personalized new generation and consumers who pursue quality of life have become the main consumer groups of customized life. Therefore, for more consumers, "customization" has become a simple and fashionable lifestyle. Especially for highly personalized goods such as jewelry, there seems to be no better choice than customized service, because consumers not only need to be beautiful when buying products, but also hope that the products they buy can match their clothes and their personality. Therefore, customization itself is also an expression of the lifestyle of specific consumer groups. Nowadays, many brands are communicating the concept of brand and lifestyle integration through customization. For example, on the Nike website, customers can design their own sports shoes, and there are thousands of color combinations to choose from. If Guotai Junan _ Great Wisdom can help you solve the problem, I hope you can click "Adopt".