Apparel Industry Management

Apparel Industry Management 3(3+0)

Lesson 43 : Mass Customization

Why do We Need Mass Customization?

The reasons of using Mass Customization instead of Mass Production can be identified as an adaptive behavior of the business. As the consumer preferences are ever changing, and are becoming more diverse and unpredictable, gaining advantages among competitors need to be achieved by acknowledging customer needs and reacting accordingly.

1. People are more unpredictable and diverse-minded; they refused to be considered see as collective groups but as individual person. To approach the goal, customer requires more unique products to exhibit their distinctness and uniqueness.
   
2. By providing successful customized products to customers, companies can shift the focus of their buyers from how much they are to pay to how much benefit they can get.
   
3. Since manufacturers make products after receiving orders, the risk of over-producing an item that no one need and stocking it in the inventory are reduced.
   
4. Companies create a close relationship with their suppliers, distributors and customers when the customers return again and again, sending their unique orders. Also, satisfied customers will provide excellent references and referrals.