The term mass customization is derived from the combination of the two apparently contradictory terms "mass production" and "customization". Simply stated, the aim of mass customization is to tailor-make products for individual customers at a cost comparable to mass production.

Combining "custom manufacture" and "mass production", mass customization promises to bridge the gap between individual customers' high expectations and cost pressures faced by manufacturers. Emphasizing direct interaction with customers, it is also often considered an ideal basis for customer relationship management (CRM).

But these advantages come along with considerable challenges:

Main advantages

• Differentiation through individuality

• Reduced capital commitment and less overproduction

• Better knowledge of customers' needs

• Higher customer loyalty

• Shopping as experience

Main challenges

• Efficient interaction with customers

• Setting possibilities and limits for customization

• Intelligent product modularization

The following case studies illustrate how the concept can successfully be applied in practice.

Company	Product	Blog Entry
Freddy & Ma	Handbags
Vuru LLC	Pill Boxes
Ziami	Clothes
MIT	City Car Project
Adidas	Innovation Center

For the latest case studies and up-to-date information on mass customization, please visit our blog.

As there is no consensus on exactly what mass customization is, we have selected 5 frequently cited definitions for you. For a more extensive view on the topic, see an in-depth discussion of the definition of mass customization by cyLEDGE scientific partner Frank Piller.

Joseph Pine II on Mass Customization Mistakes