12/16/2004 09:26:00 PM 
In fact, it's the fashion industry leading the way in the adoption of the trend. With the widespread development of the internet and the increased sophistication of technology, the consumer can now play designer.
Here are some examples:
fashion
target's customized clothing
nike shoes
vans shoes
archetype, the company behind efforts undertaken by target, land's end and dessy
sports equipment
burton's customized snowboards
burton's plans for snowboards
burton's custom site
bicycles
wrenchscience bikes
foods
personalized M@Ms
At present, the level of customization allowed by most mass brands seems limited to the tailoring of size and some external features. The consumer is allowed to get involved, but still operates within a fairly tightly controlled area.
The prospect of opening this up to other categories is compelling especially for the automotive industry. The built-to-order idea has often been mentioned for over 10 years, but is no closer to realization. It remains the vision of dreamy entrepreneurs and university research departments.
the economist on the failure of bto
university predicts car parts will be built to order at local dealers
the dellification of ford, siemens or toshiba
By allowing the consumer to take a step closer to the producer role, brands have a massive opportunity to win over converts to their cause. Brands that desire competitive advantage must be prepared to grant consumers more access and involvement in the design process.
Here's why consumer design works:
Control: Consumers want more of it.
Exclusivity: Mass production of one-offs provides unique products
Personalization: Custom designed products fit personal tastes
Creativity: Product creation provides an outlet for self-expression
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