This document discusses the trend of mass customization in fashion, where customers can participate in the design process by selecting certain product features before a unique built-to-order product is produced for the customer. It also mentions emerging conceptual frameworks in customer relationship management that support this trend, as well as tools that enable customization, collaborative design, and sharing online to facilitate customized fashion.

1. Customized Fashion
How close are we?
Nick Clarke

2. Mass customisation
is the culture of products
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.
“
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3. Trade press reports

4. Emerging CRM conceptual frameworks
with underlying functionalities
The emergence of relationship-based retailing –a perspective from the fashion sector
Batista1, Ng, 2012 University of East Anglia, Norwich Business School, UK
University of Warwick, Warwick Manufacturing Group, UK
Batista, Ng, 2012

5. Fashion online trends

6. TOOLS FOR
CURATION &
SHARING
TOOLS TO
CUSTOMISATION
DESIGN & BUY
COLLABORATIV
E CREATION
Fashion online today

7. COLLABORATIV
E CREATION
TOOLS FOR
CURATION &
SHARING
Fashion online today
TOOLS TO
CUSTOMISATION
DESIGN & BUY