Date
26 July 2017
Christmas and Valentine’s Day are usually a boom period for the personalized gift market. Photo: Internet
Christmas and Valentine’s Day are usually a boom period for the personalized gift market. Photo: Internet

Adding a personal touch could be consumer product trend

Featuring personalized names on bottles,Coca-Cola’s ”Share a Coke” campaign helped the soft-drink giant achieve impressive sales growth and generated lots of buzz worldwide last year.

The company is bringing it back. For the Hong Kong market, there will be an additional set of names for people to choose from, and a new twist as well—lyrics of popular Canto pop songs from the ’80s, ’90s and 2000s.

Some are from classic love songs during those periods, while others convey an upbeat attitude towards life.

It won’t be surprising to see these collectible bottles and cans becoming a hit again as consumers look for lyrics they can relate to. And some will probably pair a name and a heart-touching line as gifts for their loved ones.

The Coke promo, in fact, points out the potential of the market for personalized products.

In a recent project to promote its jeans, Uniqlo introduced a workshop in a pop-up store to help clients customize the jeans to their liking.

This is happening in the hangers market, too. RTHK talked to one shopowner selling these tailor-made hangers.

“Some customers are tired of owning the same product that everybody has,” the owner said.

“People are also very receptive to the tailor-made idea when it comes to gifting.”

While it may cost more to produce and deliver to each customer, the beauty of his made-to-order business model is that one can collect the money first while getting rid of inventory risk at the same time, the owner explained.

His hanger business has been doing very well, with monthly sales topping HK$100,000, and much more during Christmas or Valentine’s Day.

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CG

EJ Insight writer

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