Customize me!

Uche Okonkwo

Chapter 8 in Luxury Fashion Branding, 2007, pp 246-266 from Palgrave Macmillan

Abstract: Abstract His unenthusiastic comment about providing customers with multiple colour choices of the Ford Model T (all the cars were black) was made mainly from a technical and manufacturing viewpoint. This is because, at the time, production flexibility in terms of multiple colours, designs, styles and other forms of customization had very high time and monetary costs that would have increased the prices of the cars substantially. However, Ford’s competitor, General Motors, came along and by the middle of the 1920s was able to offer customers multiple colours and annual model changes at no additional cost. Through this method of product variety, they encroached on the market share of Ford and soon surpassed Ford in popularity and sales.

Keywords: Standardize Product; Mass Customization; Brand Loyalty; Luxury Good; Customizable Product (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-0-230-59088-5_9

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