Christian Stegmaier (Reebok): The Main Advantages of Mass Customization
Christian Stegmaier is Head of Life Style at Reebok International Ltd., the sport goods producer,now part of the German footwear giant Adidas. In 2005, Reebok launched an online customization program by offering custom shoes via the RBKcustom.com website. By offering a wide range of customization possibilities, including soles, colours and materials, the website enables users to design their own shoes at approximately retail price. Moreover, RBKCustom allows to share these designs with friends and relatives via e-mail.
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