Selfridges Birmingham’s customisation concept has captured the imagination of city shoppers, as the store reports strong trading figures across its personalised product offering in the first three weeks of Christmas trading.
The core retail strategy for the store this season, personalisation is presented as the perfect answer to that perennial problem of what to give friends and family at this time of year, with the option to add personal touches to a range of products including Nutella (£3.99), Harrow & Green santa sacks (£22), and Mr Men or Little Miss prints (from £12.99).
Whereas this time last year Selfridges was offering just three types of personalisation, it has now launched over 10 options for customers to pick from through a series of personalisation pop-up stations and services in the Birmingham store, and more available online at Selfridges.com.
Customers, who have been able to buy personalised jars of Nutella since October, have made Selfridges the retail outlet selling the highest number of Nutella jars in the UK with over 1,000 units sold - more than three times the highest daily amount sold in any other outlet – making personalised Nutella the hottest gift this Christmas.
The combination of hazelnut spread, unique personalisation and the iconic status of Nutella is proving an irresistible retail recipe for success - with Selfridges Birmingham shifting over 19,000 in the last three weeks alone - even outselling the London store in its launch week. The names Emma and James have so far proven to be most popular.
The Birmingham site has also seen 490 letters embroidered on Johnston of Elgin scarves and has sold over 500 personalised santa sacks. It seems the city is full of jolly besotted shoppers too, with Little Miss Princess and Mr Perfect being the most popular characters on Art You Grew Up With’s Little Miss and Mr Men prints.
The personalisation trend at the store also encompasses engraving and embossing, with calligraphers and engravers on hand to add an extra special touch to gifts every weekend throughout December.
Ruth Harrison, general manager at Selfridges Birmingham, says: “We’re excited to inject Christmas gifting with some individuality and flair. By putting our weight behind this trend for product personalisation and offering such an incredible number of options, we are allowing customers to make their own mark on gifts their friends and family won’t fail to love this year.
“As a store that prides itself on welcoming everyone, we have made sure to have personalisation options at every price point.”
Gift personalisation at Selfridges Birmingham in 2014 includes:
Scottish cashmere and fine wool company Johnstons of Elgin returns to Selfridges, after resounding success last Christmas – in fact one customer had an entire poem embroidered across the length of a scarf. This year, Selfridges Birmingham offers an embroidery service across its extensive range of scarves. (Scarves from £40 and £5 per letter, Selfridges Birmingham and at www.selfridges.com).
Renowned print specialist YR Store and cult Japanese streetwear brand A BATHING APE have collaborated to offer a unique t-shirt personalisation service. The installation on Menswear on Level 2 allows shoppers to choose from a range of prints and patterns to create a one-off tee. (Kids t-shirts from £70, adults from £100).
The coveted £60,000 Anya Hindmarch Crisp Packet Clutch Bag is made to order and available in 24 carat white, yellow or rose gold and engraved with a name or message. (£60,000, www.selfridges.com).
Cheek Frills, the fun lingerie label by Made in Chelsea’s Rosie Fortescue and sister Lily, is offering personalised underwear including knickers and pyjamas made from 100% Italian Cotton and presented in beautiful gift boxes. (From £20 at www.selfridges.com).
Foodies will love their very own jar of Nutella. The iconic hazelnut chocolate spread can be personalised with up to 9 characters. (£3.99, Selfridges Birmingham and at www.selfridges.com).
Give sweet tooths an extra special treat with personalised chocolate bars from Be Mighty Fine. Pick quirky, classic or luxurious flavour combinations from a range of tasty ingredients (including crisps!) and get a name or message printed on the packaging. (From £5.75, Selfridges Birmingham).
Share some tailor-made, heavenly fudge with a loved one from The Fudge Kitchen, the pop-up fudge vendors that make bars of the good stuff, with flavour combinations of your choice, live in-store. (From £3, Selfridges Birmingham).
Gifts & beauty highlights:
An engraving programme will be available in the beauty hall, where fragrance and cosmetics bottles from brands such as Tom Ford and Armani Prive can be inscribed with a name or special message. (Selfridges Birmingham and at www.selfridges.com).
Luxury leather goods retailer Aspinal will be offering a pop-up embossing service, where small leather goods can be personalised. (From £30, Selfridges Birmingham).
Art You Grew Up With has extended its popular personalised Mr Men and Little Miss range to include adorable Paddington prints, available across prints, mugs, iPad and iPhone cases. (From £14.99, Selfridges Birmingham).
Harrow & Green can personalise a hessian santa sack in-store - something that will be cherished for many Christmases to come. (£22, Selfridges Birmingham and at www.selfridges.com).