Design-your-own handbag brand Mon Purse is an omni-channel exercise in high-tech customization, inviting consumers to create unique design from scratch with the help of user-friendly 3D graphics. The brainchild of young entrepreneur Lana Hopkins – who got the idea when designing a teddy for her nephew at a Build-A-Bear workshop – Mon Purse launched in Australia in 2014 and has since expanded rapidly. Today, Mon Purse operates concessions at Selfridges in London and Manchester as well as in New York’s Bloomingdales, with a branch due to open in San Francisco later this year.
Describe Mon Purse in a nutshell.
We’ve built an authentic, high quality brand, allowing customers tell us exactly what they want. The bags are designed by you, down to every last detail – from leather color and texture, to lining shade and hardware. All bags are made from high quality European leather and are manufactured in ateliers in Italy and Turkey. Our clients love having the ability to say: this bag is mine. Individual branding is a very compelling consumer proposition – because these days, individuals are brands.
How did you arrive at the bag-building system?
It came about as an essential part of showing users what their perfect bag would look like, and in the last two years we’ve come a long way. Initially, we started with a basic version, which is now being pushed further and further. In early 2015, we launched our online 3D bag builder. Using our own technology, our customer can create their desired handbag, customize the leathers, colors, finishes, interior, monogram and immediately see what the final product will look like through 3D rendering. We use software that offers a high degree of customizability to have full control over the design and user experience of our customers.
Please tell us more about the technical features and what they bring to the experience.
We’re using WebGL, a cross-browser API standard in all modern web-browsers that allows websites to fully leverage the high performance 3D capabilities of the graphics chips in today's devices. The end result is a realistic view of the actual product that can be rotated and zoomed without any lag or waiting time on desktops, laptops and mobile devices. This gives the customer confidence that she will receive her one-of-a-kind purse as she sees it on the screen before ordering.
Who is Mon Purse’s target customer?
For us, it’s about targeting the woman who wants to be her own brand. She’s the modern woman, undefined by age or stereotypes. Well-traveled and inquisitive, she’s interested in adventure and she wants to know what’s cool before it’s cool.