University of Hertfordshire

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Personalization, customization and bespoke: Increasing the product offer

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Personalization, customization and bespoke: Increasing the product offer. / Borstrock, Shaun.

In: Journal of Design, Business & Society, Vol. 4, No. 2, 01.10.2018, p. 171-187.

Research output: Contribution to journalArticle

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@article{ae71e06444a24cd8ae7a861af748d2b0,
title = "Personalization, customization and bespoke: Increasing the product offer",
abstract = "It could be said that true luxury products are defined through skill, connoisseur- luxury ship, rarity, craftsmanship and innovation. Luxury brands on the other hand are customization defined by illusions of luxury, fashion, authenticity, lifestyle, aspiration, the global fashion market and profit. Increasingly luxury brands have introduced options to custom- manufacture ize and personalize their products to enhance their offer and thereby creating technology the perception that the customer is purchasing something individual. However, branding these options within the realms of the luxury brand do nothing more than offer craftsmanship variations on a theme. Component pieces within an existing product range are retail produced and offered for sale as part of an existing product category. Offering a customized product changes the perception of the consumer. They believe they are buying something different, but this is far from the reality. Luxury brands offer customization to attempt to diversify and add value to their product offer. If one considers craftsmanship and innovation as core components in creating differentiation between luxury and luxury branded products, it could then be argued that traditional crafted products and the integration of digital technologies challenge the status quo. As customization and personalization are already occupying a place of growing significance and include viable modes of industrialized production, the product offer lacks the integrity that would be associated with a handmade luxury product.",
keywords = "luxury, luxury branding, luxury brands, product, customization, bespoke, craftsmanship, Manufacture, digital technologies, Consumption",
author = "Shaun Borstrock",
year = "2018",
month = "10",
day = "1",
doi = "10.1386/dbs.4.2.171_1",
language = "English",
volume = "4",
pages = "171--187",
journal = "Journal of Design, Business & Society",
issn = "2055-2106",
publisher = "Intellect",
number = "2",

}

RIS

TY - JOUR

T1 - Personalization, customization and bespoke: Increasing the product offer

AU - Borstrock, Shaun

PY - 2018/10/1

Y1 - 2018/10/1

N2 - It could be said that true luxury products are defined through skill, connoisseur- luxury ship, rarity, craftsmanship and innovation. Luxury brands on the other hand are customization defined by illusions of luxury, fashion, authenticity, lifestyle, aspiration, the global fashion market and profit. Increasingly luxury brands have introduced options to custom- manufacture ize and personalize their products to enhance their offer and thereby creating technology the perception that the customer is purchasing something individual. However, branding these options within the realms of the luxury brand do nothing more than offer craftsmanship variations on a theme. Component pieces within an existing product range are retail produced and offered for sale as part of an existing product category. Offering a customized product changes the perception of the consumer. They believe they are buying something different, but this is far from the reality. Luxury brands offer customization to attempt to diversify and add value to their product offer. If one considers craftsmanship and innovation as core components in creating differentiation between luxury and luxury branded products, it could then be argued that traditional crafted products and the integration of digital technologies challenge the status quo. As customization and personalization are already occupying a place of growing significance and include viable modes of industrialized production, the product offer lacks the integrity that would be associated with a handmade luxury product.

AB - It could be said that true luxury products are defined through skill, connoisseur- luxury ship, rarity, craftsmanship and innovation. Luxury brands on the other hand are customization defined by illusions of luxury, fashion, authenticity, lifestyle, aspiration, the global fashion market and profit. Increasingly luxury brands have introduced options to custom- manufacture ize and personalize their products to enhance their offer and thereby creating technology the perception that the customer is purchasing something individual. However, branding these options within the realms of the luxury brand do nothing more than offer craftsmanship variations on a theme. Component pieces within an existing product range are retail produced and offered for sale as part of an existing product category. Offering a customized product changes the perception of the consumer. They believe they are buying something different, but this is far from the reality. Luxury brands offer customization to attempt to diversify and add value to their product offer. If one considers craftsmanship and innovation as core components in creating differentiation between luxury and luxury branded products, it could then be argued that traditional crafted products and the integration of digital technologies challenge the status quo. As customization and personalization are already occupying a place of growing significance and include viable modes of industrialized production, the product offer lacks the integrity that would be associated with a handmade luxury product.

KW - luxury

KW - luxury branding

KW - luxury brands

KW - product

KW - customization

KW - bespoke

KW - craftsmanship

KW - Manufacture

KW - digital technologies

KW - Consumption

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DO - 10.1386/dbs.4.2.171_1

M3 - Article

VL - 4

SP - 171

EP - 187

JO - Journal of Design, Business & Society

JF - Journal of Design, Business & Society

SN - 2055-2106

IS - 2

ER -