How top fashion brands use customization and premium services to increase AOV and loyalty
We’re getting into the details, highlighting the fashion brands that are turning customizations and premium services into brand moments.
Details matter. Leading fashion brands are using customization and premium services to create richer, more personal shopping experiences that strengthen loyalty and long-term value.
During gifting season, that impact only grows. Extra touches like custom messages or special packaging turn purchases into memorable, shareable moments that bring customers back.
In this post, we’re highlighting the brands proving that thoughtful details aren’t just nice to have—they’re a real driver of connection and growth.
How product customization drives growth for DTC brands
When thoughtfully implemented, customization and services can increase average order value, reduce churn, and strengthen brand positioning. The key is that, regardless of what form it takes (monogram, gift wrap, or extended warranty) every perk should add clear value for the customer. Here are some of the most common types of product customization and services that fashion brands can lean into:
Product personalization
Embroidery, engraving, printed graphics, or embossed logos that let customers put their own stamp on a product.
Additional services
Extras like extended warranties, repairs, insurance, or even CO₂ offsetting that add peace of mind.
Ethical and impact choices
Options to donate to a cause, support sustainability projects, or round up for charity.
Gifting experience upgrades
Gift wrap, personal notes, or elevated unboxing touches like tissue, ribbons, or a signature scent.
So let’s take a closer look at some of the brands that are nailing a customized shopping experience.
In the details: fashion brands that get customization and premium services right
Paul Smith
Paul Smith has a dedicated category page for monogrammed gifts, letting shoppers add initials or doodles to select items, and see a preview of how the custom piece will look—a small touch that helps boost conversions. At checkout, you can also choose a complimentary gift box or keepsake bag, complete with Paul Smith’s unmistakable branding, making gifting feel personal, and ultimately building loyalty and trust.
Luca Faloni
Luca Faloni gives customers the option to add on a complimentary gift box at checkout, as well as a personal gift message that comes handwritten—offering a thoughtful, personal touch to every gift.
Nudie Jeans
Nudie Jeans offers customers the ultimate service: free repairs for life. In their own words, “forever, no matter when, where, or how you got them.” Customers can bring their jeans to any Nudie Repair Shop for repairs, or have them recycled. Worn-out pieces are either turned into patching material or resold through their ‘Re-use’ program—giving customers 20% off any denim item. This commitment to longevity increases loyalty by keeping customers connected to the brand over time, and also reduces returns by encouraging repair over replacement.
Maria Black
Maria Black capitalizes on the thriving gifting market with a dedicated category and complimentary gift wrapping at checkout, positioning their jewellery as an ideal gift choice. Customers can also book a free piercing styling consultation at any of the brand’s retail stores, complete with unlimited aftercare and follow-up support, which builds trust with the brand.
Varsity Headwear
Varsity Headwear lets shoppers customize their caps with engravings or chenille letter patches, supported by a crystal-clear customization guide and transparent returns policy.
Nordic Knots
Nordic Knots lets customers select custom sizes for rugs, curtains, and wall-to-wall carpets. Shoppers can request fabric samples or book a design consultation—in-home, online, or at the flagship Stockholm showroom—so they can experience products firsthand before buying online. Lead times are clearly displayed for every item, giving customers confidence and building trust, while also helping to boost conversions and reduce support inquiries. The whole process makes moving from showroom to purchase feel easy and stress-free.
Eton Shirts
With Eton Shirts’ ‘Custom Made’ online studio, customers can take control of the design process. From selecting the fabric to customizing collar style, cuffs, accents, monograms, and pockets, every detail can be tailored, giving shoppers a fully personalized shopping experience.
Rapunzel of Sweden
Rapunzel of Sweden offers customers a free online consultation to help determine the right type of extensions, including length, color, and attachment method. Customers can quickly submit photos, guided by simple instructions and receive three free color samples to ensure the perfect match before making a purchase. It’s a strong example of clientelling—helping customers find the right products so they feel confident, supported, and set up for a great purchasing experience with the brand.
Oscar Jacobson
Oscar Jacobson gives customers full control to build a custom suit, tweaking every component—from buttons and lining to embroidery—and submitting size or measurement adjustments for a truly tailored fit. Each choice is supported by helpful guides and images, with a full 3D preview, helping customers to see products better and drive more conversions.
Skolyx
Skolyx lets customers personalize accessories like shoe trees, hangers, and shoe horns with custom fonts—perfect for keepsakes, special occasions, or functional items. The brand also offers a select range of made-to-order shoes and boots.
CAKE
CAKE offers a hands-on build experience where shoppers configure their bike with adapters, baskets, passenger seats, trailers, and custom windscreen colors—for a result that matches their lifestyle.
The best customizations and services do more than drive revenue—they elevate products, enrich experiences, and keep the brand front and center. It’s the attention to small, thoughtful details that turns a simple purchase into personalized shopping moments customers remember—and come back for.
