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Hermès allow us to make a mini paper bag of its famous Kelly model, even
if it is more of a game with no real purpose than a tool for client satisfac-
tion. Notable initiatives have been taken by luxury cosmetics brand Maison
Calavas (Figure 4.22), which allows clients to build their own make-up kits
by selecting preferred colors and palettes of foundations, powders, blushers,
eye shadows and lipsticks and assembling them into a complete make-up
kit, which they may also purchase online and have home-delivered. Fashion
brand Anya Hindmarch has also integrated an online personalization tool for
its leather handbags, while this would be further enhanced with the personal
virtual avatar model view as created by My Virtual Model.
As you may very well know, online customization of web content, prod-
ucts and services has not been pioneered by luxury brands but by such inno-
vators as Dell and the Apple iPod, although luxury brands are expected to
follow in these strides.
Figure 4.22
Louis Vuitton allows online shoppers to personalize some products
through an online service while Maison Calavas invites the online shopper to
create their own make-up kits by selecting pre-existing color palettes
