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Shoppers want to design their own stuff,[link widoczny dla zalogowanych]
Don't forget your dentist appointment,[link widoczny dla zalogowanych]," your Brookstone Floating Message Alarm Clock announces as you pop up out of your Sleep Number bed,[link widoczny dla zalogowanych], adjusted to your firmness needs. (Your spouse, on the other side of the mattress, chose a softer setting.) You slip into a desert turquoise Polo shirt with a lemon-crush pony,[link widoczny dla zalogowanych], low-rise, boot-cut jeans from Target,[link widoczny dla zalogowanych], and Nike iD sneakers, all of which you designed. You start perusing blogs you've found that pick the news items you're most interested in. Then you glance at the Fossil watch you created and realize,[link widoczny dla zalogowanych], drat,[link widoczny dla zalogowanych], it's time to head to work in your customized car.
The 1970s may have gone down in history as the "me decade," but that was because people had no idea what was coming.
"It used to be consumers wanted something state-of-the-art,[link widoczny dla zalogowanych]," says Wharton professor of marketing Barbara Kahn. "Now they want something tailored to them." Indeed,[link widoczny dla zalogowanych], Brand Keys,[link widoczny dla zalogowanych], a research firm that studies customer loyalty, found that customization is 30 percent of what draws a person to a brand today as opposed to a mere 6 percent in 1997.
Getting personal can be pricey,[link widoczny dla zalogowanych], but it doesn't have to be, as Michael Dell discovered when he founded Dell computers in 1984. Instead of assembling computers and then hoping people would want them, the company didn't even order parts until customers said what they wanted. "It changed the computer industry," says Martha Rogers, cofounder of Peppers and Rogers Group,[link widoczny dla zalogowanych], a marketing consulting firm focused on customer relations. "He said,[link widoczny dla zalogowanych], 'We don't have to do it the old way. We might not always sell the same number, but we'll never lose money on computers we've made.' " Dell's success shifted the way many manufacturers operated--they realized they could do away with the stuff that sits on shelves for months and replace it with products that consumers specifically asked for. And with the advent of the Internet and improved factory technologies, reasonably priced customization is everywhere.
Shoes. But plenty of footwear makers are running to catch up. For the holidays,[link widoczny dla zalogowanych], you can get velvet and suede options in colors like shiraz and caramel. And over the summer,[link widoczny dla zalogowanych], Puma launched the Mongolian Shoe BBQ tour. Customers set up appointments to pick the colorful parts that are assembled into their kicks ($130).
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