Our phones are now an integral part of our lives. In addition to being devices essential to our personal and professional responsibilities, they have effectively become an extension of our personalities. That’s also the message OEMs have been hammering home to customers. Buy our phone as it best gels with your personality.

However, as far as the vast majority of devices are concerned, this is easier said than done. Most conventional phones look and perform the same. There’s very little that sets 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 dull devices.

Samsung flipped the script with its foldable smartphones. Even though they’ve been around for a few years now, they remain an extension of personality for people who buy them. They’re not afraid to be the first movers, to take risks, and try out new things. Even as the vast majority of customers play it safe by continuing to buy a conventional flagship, foldable buyers are swimming against the tide and in doing so, they’re 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 back in 2020, the marketing push was to highlight the device as more of accessory for the jet set high fashion crowd. That tied in very nicely with the soul of the device. The clamshell form factor with the striking colors and immaculate finish made the Galaxy Z Flip a device to be seen with.

Samsung went one step further with the Galaxy Z Flip 3 by launching a Bespoke Edition variant. The company previously offered the Bespoke program for its home appliances, enabling customers to choose various color options that best fit the aesthetics of their living spaces. Bringing this program to smartphones was a genius move by Samsung.

Launched in October last year, the Galaxy Z Flip 3 Bespoke Edition offers 49 color combinations. Customers in select markets an order a device with a different color for the top and bottom half of the device. They even have the capability to switch out the color panels to refresh the look of the device.

There’s a reason why Samsung only offered the Bespoke Edition for the Galaxy Z Flip 3. This was the perfect device to offer enhanced personalized with. Given its rising status as a fashionable device, it made perfect sense to further appeal to that demographic by enabling them to truly personalize the look and feel of their Galaxy Z Flip 3. The device’s design and form factor is perfect for color customization.

The Bespoke Edition has proven to be popular with customers. Many Samsung fans have been calling on the company to make it available in more markets. It’s only available in seven countries currently. There’s good news. We exclusively confirmed in June that the Galaxy Z Flip 4 Bespoke Edition will offer significantly more color options and it will also be made available in more markets, particularly across Europe and Asia.

Through this offering, Samsung is playing a major role in shaping the future of personalized tech. It has to go beyond cases and covers. There’s a reason why car manufacturers offer customers a laundry list of personalization options. Customers are free to choose from different trim options, leather colors, wheel types, etc to make their vehicle truly their own. Imagine if car personalization was limited to installing a third-party wrap!

With the younger demographic taking a particular interest in social causes, personalization is one of the ways they showcase the causes that they stand up for. Whether it’s through the color schemes of their clothing or statement pieces. They use these items to send a message. That’s why similar phone cases and covers tend to be favored.

This demographic would love to have that level of flexibility and personalization available to them when buying a new phone. It’s very smart of Samsung to realize the trend and capitalize on it before others. We may very well see some other OEMs do something similar down the line. Nevertheless, it will be Samsung that’s leading the way for the industry, as it has done on many occasions in the past.



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