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1 response so far ↓
1 Riwal // Dec 1, 2008 at 12:08 pm
I would add that a disctinction should be made between customization that “naturally” comes with the product/service and personnalization options offered as a “plus” or a differentiating marketing trick: considering the amount of money you put in a Vacheron-Constantin watch for instance, selling you your-own-personal-one is the least the brand can do. On the other extreme, H&M and Converse ADD the “customization” feature (taking advantage of technology… and low labor cost in China or Bangladesh) to an offer which, by definition, has to be massive anyway. Whereas the former follows the tradition of craftmanship, the latter tries and catch the emerging trends of “mass customization” - particularly active in Japan, cf iPod stickers.
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