Younger generations are on the quest for brands able to provide outstanding experiences, offering them a selected range of products based on their preferences. An important tenet of luxury brands is exclusivity. What a better way to provide exclusivity than to deliver a unique customized version of the product based on your tastes. Involving consumers in the process of co-creation is a powerful way to nourish an individual conversation with them. A brand looking to stand out in consumer’s minds should explore this opportunity and let them tailor the brand’s products to their unique preferences in terms of colors, materials, patterns, monograms, and so on.