Viewing entries tagged
B. Joseph Pine II

Paths to Earning Business of Millenials

Like forest paths intersecting in a clearing, three seemingly disparate articles on our reading list today led to the same place.  

The subjects: 3D technology spurring mass customization, Patagonia’s new apparel line made from recycled garments and salvaged fabric swatches, and an expansive study of the age 25-to-34 crowd (aka millennials).

Far into the first article, posted on the blog of French software company Dassault Systèmes, noted mass customization expert B. Joseph Pine is quoted. He cites apparel as an example of an industry coming around to the benefits of mass customization, which enables consumers to personalize products before they’re made.

Massive Shift to Mass Customization

Is mass customization of products finally on track to become the norm?

Academics and consultants have prognosticated this post-Industrial Revolution, end-of-mass-production era for two decades. They foresaw consumers routinely customizing goods online to meet personal tastes before the products are made.

No overnight sea change happened, however. Instead, companies—from the mammoth to the upstart—have slowly embraced or at least experimented with the approach, especially in recent years. Often this is how revolutions happen. Quietly, momentum builds until the revolutionary becomes the mainstream.