As time has gone on and consumer’s tastes have developed and changed, marketing has evolved with them. It has become essential for organizations to fully coordinate their marketing communication strategies to ensure they deliver clear, constant and competitive messages about themselves and the items they indorse. By having creative and innovative marketing communications that can reinvent new ways of interaction, which is something that could make a business the new market leader. Relationship marketing has generally taken a back seat for the past decades but not anymore. It has become key in the marketing strategic plans and must keep up with its customer’s wants and needs.
Integrated marketing communications is a way in which a company can keep up its relations with its customers. There are a great deal of benefits to using IMC’s and this is becoming more and more apparent as you look around your surroundings. IMC’s is now everywhere. You can pick up a product and the sales women will offer you a personal service due to product you have picked up. This is not something that has been missed by luxury brands.
More and more consumers are demanding personalised items and brands are giving it to them. Nike for years has given their customers the chance to customise your own pair of trainers. Prada has also jump on the band wagon by ordering customers the chance to customise their shoe uppers and even the soles of the shoe. As brands start to follow this trend the technology of digital print starts to really show itself for what it is. Digital printing is one of the ultimate personations as you can create your own pattern and have small details added that one couldn’t before.
The digital print era isn’t limited to footwear and leather goods. Automotive and aviation have also taken it on board; KLM airline are replacing all their embroidered monogram headrests with digitally printed ones. This isn’t just increase longevity of the headrest but it is also more hygienic. The more bespoke car companies are also getting asked for customisation to a greater detail. With digital printing the sky is the limit, you can take a piece of leather and make it look as if it were a completely different material.
Feetz are an American company that have made the move into completely three dimensionally printed shoes. These are made to fully fit the customer to perfection. Modern Meadow are at the forefront for changing the way we think about leather. They have managed to grow defect free leather in a lab. This is an ongoing experiment but one that looks promising in the way of saving the environment but doomy for the leather industry. As more and more consumers are becoming wary of where their items are coming from.
“Will we one day be able to digitally print three dimensional leather shoes?”