Okonkwo Prelims

multiple if consumers are provided with the opportunity to modify this bag

using other materials existing in the product range, such as the Monogram

Multicolore, the Suhali leather, the Monogram canvas, the Damier canvas and

so on. There could also be the possibility of combining several materials and

components to customize this bag. This might compose of using different

body materials, hardware materials and attachments such as logo-ed hard-

ware parts. The possibilities for customization are endless.

The processes of customizing standardized products and developing

customizable products are not limited to design, production and sales. This

process affects the complete value chain of a luxury brand, from product

development and manufacture to marketing, retailing and delivery. The value

chain is a business analytical framework, developed by notable business

expert Michael Porter. It aids in the evaluation of specific aspects of a

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luxury fashion brandingFigure 8.2 The Louis Vuitton Passy bag exists in one material and two-colour,

size and price choices, limiting consumers to a standardized product. Some of

the alternative material choices that could be used by consumers to customize

and modify whole or parts of the bag include the monogram canvas and other

materials used by Louis Vuitton. This strategy could also be applied to other

products.

Development

Standardized

products and

services

Production

Standardized

products and

services

Retailing

Customized

products and

services

produced with

standardized

methods

Delivery

Both

customized and

standardized

products and

services

Figure 8.3 The changes that occur in the value chain during the customization

of standardized products and services

Source: Adapted from B. Joseph Pine II (1997) Mass Customization: The New Frontier for

Business Competition.

Note: Coloured areas indicate changes.