by Ilana Greene and Ellen Feldman
Individualized products are a driving market force in 2012. Consumers, especially Millennials, value personalized goods as an extension of their personalities. And Solid Line, home to the finest iPad cases on the market, is perfectly positioned to meet consumer desires. The company offers personalized device cases, which will increasingly become fashion accessories as interchangeable as shoes and scarves.
Interestingly, electronics have traditionally been a male-dominated category. For example, walk into a Brookstone store, and you’ll notice a male-dominated theme. Yet, Solid Line is targeting men and women equally. As a brand, it’s difficult to diversify marketing to target all audiences, and Solid Line is doing it.
Solid Line is crowdsourcing by inviting user-generated designs. Many of the artists designing cases already have followings, which provides additional brand awareness for Solid Line. The company’s design offering is vast, and at some point Solid Line will determine the most popular and focus on promoting that. At present, it’s essentially a beauty contest.
Solid Line is allowing consumers to display anything they desire on their iPad. They can choose what they want, and Solid Line will make it for them. Solid Line's speed of delivery is excellent. Solid Line is making them as fast as consumers are uploading them. Turnaround time is 72 hours. It’s as personalized as perfume or make up. To many of today’s consumers, the brand name doesn’t matter but the individualization does. And Solid Line understands that.