Method 6 allowing the consumer to customize the
process
This method of customization involves close collaboration with consumers
both during the product development and final assemblage stages and the
retailing and delivery stages. Allowing the customer to participate in the
customization process provides a total experience on every facet of the offer-
ings of a brand. The consumer is invited to be a co-creator and an in-house
collaborator and adviser in the process of designing and providing their desired
products and services. This gives the customer control in the customization
process and is crucial in optimizing customer satisfaction. This method also
provides a deeper insight into the exact likes and dislikes of customers.
Consumer customization can be approached through providing customers
with the components with which to create their end products or through
proposing a choice of materials from which the product components will be
created from scratch. For example, a product design could be created by the
in-house design team and presented to customers through the company’s
website with a variety of suggested materials for whole or component parts
of the products. Customers can then be allowed to ‘build’ the product based
on the materials they have at hand. This process can be aided by interactive
tools that allow customers to view the progress and eventual end product.
The shift of the product development and manufacturing process to the
customer is a challenge that requires careful management. This is because it
is easier to manage customers in the customization process of services than in
the production process. However, the major advantage of this method is that
customers that choose a total customization process have a high satisfaction
rate, are likely to be loyal to the brand and contribute positively to the prof-
itability potential of the brand.
On the service level, customers can also be allowed to make suggestions
regarding how they will like to be served by luxury brands throughout their
interaction with the brands. For example, sales assistants in a retail store
could be trained to question customers regarding particular preferences of
services that could potentially be customized.
Consumer customization requires innovation within the company as it
affects every aspect of the value chain. This means a total integration of the
different process aspects of the value chain, to provide a seamless customiza-
tion experience. This integration could involve maintaining a high inventory
of raw materials or the standardized components that would be used by
customers in the customization process. It could also involve centralizing the
customization process for products, services or both. The impact of consumer
customization on the value chain is illustrated in Figure 8.12.
Customization must have a high quick response and production rate in
order to be successful. Providing customization to the luxury mass market
without making it an efficient, flawless and high-impact experience for every264
luxury fashion branding