There is a new technical revolution evolving, taking the best out of the mass produced and custom-made. It is called mass customisation. Increasingly companies are identifying this strategic manufacturing technique as an opportunity. We find it in the cars we drive around (BMW/MINI), on our feet (Nike Trainers) and in posted personalised greetings cards (Moonpig). There is a need to make personal items feel individual, and it is particularly evident in the younger market.
We are all different. The products and services we choose to surround ourselves with promote and reinforce our individuality, from the shampoo we use to the cars we drive.
Before the Industrial revolution, the only choice consumers had was to buy products custom-made. The option to go in to a shop and choose from a huge variety of items simply didn’t exist due to the lack of machinery, technology and materials available. Craftsmen made products in accordance with the purchasers specifications therefore it was rare that any 2 objects were exactly the same.
When mass production began it marked a turning point in history, with cheaper manufacturing costs that made products affordable to the masses. With this, the identity, individuality and control over the design of each product was lost. Mass production had now gone in completely the opposite direction to customisation; from no two products being the same to every item being identical. Henry Ford stated in 1922: “The customer can have any colour as long as it is black.” How times have changed today with Ford car’s now allowing customisation with graphics on the exterior: www.fiestamovementgraphics.com
BMW’s MINI has a larger range of design ideas, more freedom and control in personalising the interior and exterior available on their website: www.minimotoringgraphics.com. The graphics on the interior and exterior are produced by Original Wraps. Vinyl wraps can be removed and replaced as often as desired. Designs can be created, photos and images uploaded or ready made graphics can be applied. Consumers can enjoy a car that expresses their personality. MINI’s objective is to make each individual customer believe that they are a market of one.
Another online product that offers this service is NikeiD. The consumer is invited to customise their Nike trainers with colour and text. NikeiD offers a 3D art workshop studio where the trainers can be viewed 360 degrees. Trevor Edwards (Vice President, Brand and Category Management for Nike) enlightens us on just how effective the advent of this new technology is: “Between 2004-2006 business tripled for NikeiD with 3 million unique visitors every month”.
Manufacturing has moved from the craft age to the mass production age. There is a new era emerging and this is called mass customisation. It has shown strength, great potential and growth within the marketplace. Many large companies have recognised this and are finding ways to apply these ideals to their marketing and manufacturing strategy. The consumers are on their way to also becoming the designer.