Customized FashionHow close are we?

Nick Clarke

Forrester Research describes the process like this: “Mass customisation bifurcates the product experience of customers into two stages. First, the customer participates in design by making choices around particular features. Second, the manufacturer produces a unique built-to-order product for delivery to the customer.”

Mass Customization Is (Finally) The Future Of Products – A Social Computing Report. April 15, 2011. By J. P. Gownder with Sarah Rotman Epps, Annie E. Corbett, Carlton A. Doty, Ted Schadler, James L. McQuivey, Ph.D.

Mass customisation is the culture of products

“’’

Trade press reports

The emergence of relationship-based retailing –a perspective from the fashion sectorBatista1, Ng, 2012 University of East Anglia, Norwich Business School, UKUniversity of Warwick, Warwick Manufacturing Group, UK

Emerging CRM conceptual frameworks with underlying functionalities

Batista, Ng, 2012

Fashion online trends

WAVE 1Promotional (2000)Onl ine to support offl ine sales – ‘customers wi l l research onl ine but pr imar i ly purchase in-store ’

WAVE 2Commercial & Catalogue (2005)Onl ine as channel to fi nd the lowest pr ices or browse wide se lect ion of products – ‘ look ing for a deal ’

Access & Curation (2010)WAVE 3 Onl ine as channel to gain

u l t imate access to sty le advice specifi cal ly to the i r needs.

Personalisation & Customisation (2013)WAVE 4 Onl ine as a channel to produce and exclus ive, se l f des igned product ta i lored specifi cal ly to needs, ideas etc

TOOLS FOR CURATION &

SHARING

TOOLS TO CUSTOMISATIONDESIGN & BUY

COLLABORATIVE CREATION

Fashion online today

COLLABORATIVE CREATION

TOOLS FOR CURATION &

SHARING

TOOLS TO CUSTOMISATIONDESIGN & BUY

Fashion online today