Example Of Mass Customization

The concept of customization has been discussed since 1970s in broad and narrow terms. Mass customization was anticipated by Toffler (1970) in 1970, defined by Dais (1987), and further explored practically and theoretically in the 1990s until today. Stan Davis introduced the word mass customization in a revolutionary paper, conceptualizing it as a one-of-a kind product produced in large scale. Mass customization can be understood and discussed from different perspectives: production, management or strategy. While Davis’ term is oriented towards production, Pine (1993, p 48) popularized the concept as “providing tremendous variety and individual customization, at prices comparable to standard goods and services”. After several successful initiatives of mass customization (e.g. Levi’s customized jeans, NikeID GET MORE HERE) in the late 1990 and early 2000 due indivudalized marketing, the experience economy and advances in manufacturing and computer technologies (Pine, 1993; Fiore et al 2004).
Mass customization
Concept timeline …show more content…
These that tried to measure values and reasons for engaging with customization process such as emotional value, willingness to pay, product satisfaction, consumer decision process, and similar. (Valenzuela et al 2009; CHECK THIS AGAIN AND ADD REFERENCES). The larger body of research (Ulrich et al 2003, Fiore and Kunz 2004, Nambiar 2009) has focused on consumer pre-purchase and customization stages. Thus, there is an opportunity to research what happens with customized apparel after it has arrived to the consumer, and to explore the previously identified values and reasons with the consumer. This research will focus on the next step of customization, which is consumer usage of and involvement with customized