currently provide companies with the opportunity to customize virtually any
product. Technology also creates the possibility of producing higher quality
goods; therefore luxury brands will not compromise their quality standards by
adopting mass customization techniques. In addition, mass customization
allows the manufacture of products in smaller batches without substantial
cost difference. This is an advantage for luxury brands as they can maintain a
fast design turnover while customizing goods.
The model of mass customization of luxury goods has also been recog-
nized by several consumer and business analysts, academics and practition-
ers. Amsterdam-based Trends and Consumer Research company,
Trendwatching.com termed the concept ‘Massclusivity’ which is a combina-
tion of the words ‘Mass’ and ‘Exclusivity’. London-based Trend Information
and Consumer Insight company, The Future Laboratory, calls it ‘Masstige’,
which combines the words ‘Mass’ and ‘Prestige’. These two companies
recognize two underlying factors, which are the existence of a mass consumer
base and the need to feed these mass consumers with special goods and
services; that is exclusive and prestigious offerings through customization.
According to Trendwatchers, massclusivitysimply means ‘exclusivity for
the masses’. This is mainly achieved through understanding the driving force
behind the mass consumer need for exclusive products. As earlier indicated,
the major factor driving this need is the immense consumer desire for
respect, privilege and choices. This partly arises from the increased access
that luxury consumers have to customized products and enhanced customer
services in other categories of goods. Since the same consumers are already
exposed to customization, they transfer the same expectation to the luxury
goods category.
The Future Laboratory defines Masstigeas offering prestigious goods and
services to a mass consumer base. One of the ways of providing this is
through bespoke services in the form of personalized and customized goods,
without compromising the design and quality features. Consumers desire
recognition and evidence that their needs are important to luxury brands.
They increasingly look for these qualities in the offerings of luxury brands.
Several luxury brands currently offer customized product services to a
select clientele but, often, customers are required to wait for several weeks or
months for delivery of the goods. More importantly, a large proportion of the
mass consumer population who are yearning for this service are unaware of
its existence at luxury brands. This is because the concept of mass customiza-
tion has not been fully introduced by luxury brands. The majority of the
luxury brands that offer customization services continue to adopt the outdated
bespoke made-to-order approach for a limited client group rather than the
mass customization model for a mass client base. It’s no wonder that the mass
luxury consumer population feels that the qualities of recognition and respect
are scarce among luxury brands.
The need that consumers have expressed for customization is also being254
luxury fashion branding