This is just the early days of the people movement in apparel product development. It already seems a bit ho-hum that all you can really do now is switch out colors and basic product components. When customers can skin products in design and pop culture references of their choosing is when the bar will truly be raised. The mandate is for more apparel companies to work out better partnership deals for trademarked content, designs, images etc. so you can create your own hybrid of culture references. DJ's do it. The future is the "mash up", not "paint by numbers". As the technology to more effortlessly control the manufacturing process speeds up so should the ability to deliver on the full promise of what this truly means to customer desire and consumption.
Nike has relaunched a Web site (nikeID.com) where shoppers design their own shoes, choosing everything from the color of the famous Nike swoosh to personalizing the tongue with a word or phrase.
The bid to target shoppers who want to stand out marks part of a growing trend toward customization in retail that analysts see as a way for companies to charge a premium for self-styled products.
Nike spokesman Alan Marks said the company has operated Nikeid.com since 1999 but relaunched it in March with more styles and new technology, offering added choices to self-style products such as sneakers, bags and golf balls. Read more (Reuters)