Our phones have become an integral part of our lives. In addition to being essential devices for our personal and professional responsibilities, they have effectively become an extension of our personalities. This is also the message that equipment manufacturers have hammered home to customers. Buy our phone because it best matches your personality.
However, when it comes to the vast majority of devices, that’s easier said than done. Most conventional phones look the same and work the same. There are very few things that set them apart from the rest. That’s why most smartphone owners turn to accessories like cases and covers just to add some personality to otherwise boring devices.
Samsung has flipped the script with its foldable smartphones. Even though they’ve been around for a few years now, they’re still an extension of the personality of the people who buy them. They are not afraid to be the first to move, to take risks and to try new things. Even though the vast majority of customers are playing it safe by continuing to purchase a conventional flagship, foldable shoppers are swimming against the tide, and in doing so, they stand out from the crowd.
Perhaps no other device personifies this more than the Galaxy Z Flip. When Samsung launched the first Galaxy Z Flip in 2020, the marketing effort was to hype the device as one more accessory for the jet set high fashion crowd. This matched the soul of the device very well. The clamshell form factor with the striking colors and pristine finish has made the Galaxy Z Flip a device to be seen with.
Samsung took it a step further with the Galaxy Z Flip 3 by releasing a Bespoke Edition variant. The company previously offered the Bespoke program for its home appliances, allowing customers to choose different color options that best suit the aesthetics of their living spaces. Bringing this program to smartphones was a stroke of genius from Samsung.
Launched last October, the Galaxy Z Flip 3 Bespoke Edition offers 49 color combinations. Customers in certain markets may order a device with a different color for the top and bottom half of the device. They even have the option to turn off the color panels to refresh the look of the device.
There’s a reason Samsung only offered the Bespoke Edition for the Galaxy Z Flip 3. It was the perfect device to offer enhanced personalization. Given its growing status as a fashionable device, it made perfect sense to appeal more to this demographic by allowing them to truly customize the look and feel of their Galaxy Z Flip 3. The design and form factor of the device are perfect for color customization.
The bespoke edition has proven popular with customers. Many Samsung fans have been asking the company to make it available in more markets. It is currently only available in seven countries. There is good news. We exclusively confirmed in June that the Galaxy Z Flip 4 Bespoke Edition will offer many more color options and will also be available in more markets, especially in Europe and Asia.
With this offering, Samsung is playing a major role in shaping the future of personalized technology. It must go beyond cases and covers. There’s a reason automakers offer their customers a long list of customization options. Customers are free to choose from different trim options, leather colors, wheel types, etc. to personalize their vehicle. Imagine if car customization was limited to installing a third-party wrap!
With young people particularly interested in social causes, personalization is one of the ways they highlight the causes they support. Whether through the color combinations of their clothes or their key pieces. They use these elements to send a message. This is why similar phone cases and covers tend to be preferred.
This demographic would like to have this level of flexibility and customization available to them when purchasing a new phone. It’s very smart of Samsung to realize the trend and capitalize on it before others. We could very well see other OEMs doing something similar down the line. Nonetheless, it will be Samsung that leads the way for the industry, as it has done many times in the past.