The document discusses the history and rise of mass customization. It began as a shift away from the standardized "one-size-fits-all" approach of the Industrial Revolution, as consumers now demand products that reflect their unique personalities. Mass customization allows for high production efficiency combined with customization options. This benefits brands through insights into trends, differentiation from competitors, and increased customer loyalty and engagement. Examples highlighted include Nike and Chipotle, who have found success through customizable products. The document suggests shampoo and magazines as additional categories that could benefit from a mass customization approach.

1. MASS CUSTOMIZATION
Lara Kessides & Brit Vezina
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2. A LITTLE HISTORY
• Customization itself isn’t new;
there was once a time when
nearly everything was custom-made
for consumers.
• However, the Industrial
Revolution brought major
change: products became
mass-produced for large
consumer segments based on
general commodities.
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3. MASS CUSTOMIZATION
• Gone are the days of “one-size-fits-all.”
• Consumers are now demanding greater
control over the styles, colors, and features of
their products in ways that will reflect their
unique personalities.
• This is reflective of the American culture
shifting from self-effacement to self-expression,
thanks in large part to the boom
of social media.
• As a result, many brands are embracing a new
trend that combines the high-production and
efficiency tools of mass-production, with the
option for consumers to customize their
products: mass customization.
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4. KEY BENEFITS FOR BRANDS
• Staying in the know:
• Brands have the opportunity to gain insight
into the most current consumer trends—and
in turn, jump ahead of their competitors.
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• Brand differentiation
• Brands can stand out from competitors who
ofter the same standardized features.
!
• Consumer loyalty & engagement:
• Consumers are compelled to stick with brands
that allow them to purchase exactly what they
want, rather than be limited to a fixed style or
menu.
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5. Brands That Have Embraced Mass Customization
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6. NIKEID
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• NIKEiD is a special platform on
the brand’s website where
consumers can be the designer
of their shoes, bags, and other
athletic accessories.
• Nike has proven that mass
customization can significantly
contribute to a brand’s revenue;
NIKEiD now provides 20% of
the brand’s total revenue.
Lara’s Shoe
Brit’s Shoe
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7. CHIPOTLE
• Chipotle owes much of its success as a
leader in the fast-casual restaurant
category to its fully customizable menu.
• Consumers can choose every
ingredient that goes into their meal
through a fast and efficient assembly
line.
• Customizable menus are especially
appealing to consumers who are
health-conscious, as they are able to
forgo unhealthy ingredients that would
otherwise prevent them from ordering
a specific dish.
Brit’s Burrito
Lara’s Burrito
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8. REPUBLIC BIKE
• Republic Bike gives
consumers the opportunity
to design every aspect of
their bicycle, from the frame
to the tire rims.
• The company prides itself in
embracing mass
customization: “The only tools
we offer here are those to let
your creativity go for a ride.”
Lara’s Bike
8 Brit’s Bike

9. Where Are There Opportunities?
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10. SHAMPOO
• Shampoo is one product
category that could benefit from
mass customization.
• Brands have varieties for curly,
straight, dry, and color-treated
hair—but what about hair types
that are in-between?
• Consider creating customized
shampoo that uses special testing
to determine the perfect formula
for a consumer’s hair type.
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11. MAGAZINES
• Another product category that could
benefit from mass customization is
magazines.
• Consumers currently get the same
batch of articles as every other
reader. It’s impersonal, and often
frustrating.
• It may be more appealing to readers
if brands offered a “Build-Your-Own-
Magazine” option, where readers
receive a version of a magazine that
consists only of content they are
interest in.
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12. THANK YOU!
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