Mass Customization

Apparel Industry Management 3(3+0)

Lesson 43 : Mass Customization

Mass Customization

Mass Customization is the customization and personalization of products and services for individual customers at a mass production price. Thus it means meeting each customer's individual wants and needs exactly, but at prices comparable to those of standard mass produced goods. The concept was first conceived by Stan Davis in Future Perfect. It was then further developed by Joseph Pine in his book Mass Customization - The New Frontier in Business Competition.

Traditionally customization and low cost have been mutually exclusive. Mass production provided low cost but at the expense of uniformity. Customization was the product of designers and craftsman. Its expense generally made it the preserve of the rich. To-day, new interactive technologies, like the Internet, allow customers to interact with a company and specify their unique requirements which are then manufactured by automated systems.

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Last modified: Tuesday, 29 May 2012, 10:07 AM