We illustrated earlier that luxury businesses are aware of the need to service the customization desire and we know that because of the nature of their businesses and the prices which they charge for their products that they are more than able to service a growing demand for customized products. What IDividualism means to mass market brands is less clear.

The mass market is consumer psyche may be inspired to experiment with IDividualism but PSFK would argue that as a rule they will only tinker on the sidelines. After all the mass market consumer not only wants to fit in with their peer groups but also looks for leadership from key market influencers of celebrities, magazine editors etc.

Customisaition traditionally has been the preserve of the very rich in the case of products being customized at their customers request or the creative who customize their products themselves. It’s routes lye solidly in the fashion business as the easiest has been led for so long by the fashion and automobile businesses. Fashion and Clothing has a history of customiationa dating back to when the first clothes were made and for a long time you have been able to customize your car with your preference for features and colour.

What this trend further means for these industries is that for a business normally means additional expence which translates to premium prices for customized products.

Also human society is such that the heard mentality prevents Idividulism lasting for to long. In the 1970’s punk exploded in the UK. First in London and then everywhere. Initially punks stood out with their cusomised leather jackets and hairdoo’s. However these quickly became the norm and every classroom in the UK had three of four wannabee punks.

This isn’t to say these customizers won’t need assistance, thereby providing opportunities for experts everywhere.

SoHo Runs for Blue and Yellow Sneakers
http://www.nytimes.com/2004/12/19/fashion/19NIGO.html?oref=login

Launched a few years ago in Japan, Honda have released a new scooter into the UK market that hopes to take advantage of trend in Idividualism: with bare bones design, ultra fat tyres and bug eyed headlights as standard; saddles, paint jobs, accessories…

Joseph Campbell once said,

Crumpler, the Australian bag manufacturer, have opened their second super-fine store in New York City – this one offering total customization of shades and colors of their funky big and little bags. Inside the store, just off 8th Avenue in the West Vil…

Crumpler, the Australian bag manufacturer, have opened their second super-fine store in New York City – this one offering total customization of designs, colours, features

Trendwatching have just released a great newsletter featuring their analysis on Noveau Niche. Similar to PSFK’s take on IDividualism, TW suggests that consumers are more individualized than ever, expecting every good, service and experience to be addre…

“How can a society that exists on instant mashed potatoes, packaged cake mixes, frozen dinners, and instant cameras teach patience to its young?” Paul Sweeney The term ‘mass-consumer’ is marked and rarely used in the context of today’s market…

The NY Times Magazine wrote about the Nike iD store in Manhattan’s Nolita at the weekend reporting that the concept store is built

The NY Times Magazine wrote about the Nike iD store in Manhattan’s Nolita at the weekend reporting that the concept store is built