Mass customisation

As we have already noted, we are moving out of the era of mass and cheap into the age of luxury and ‘made for me’. For the fortunate few this means bespoke (tailor-made) products (sold in brand experience stores with concierge level service), while for others it means limited run products or mass customisation (products created for specific niches or groups, often with the help of the customers themselves). Mass customisation is a trend created by commodification, which has in turn been created by globalisation.

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