How they do it: Levi’s engaged in two types of mass customization of their denim jeans. The first initiative was aimed at in-store customers who could get a customized version of jeans fitting an individual’s proportions using digital technology. The second type was to let customers online determine their ”Curve ID”, meaning one of several body types to find the ideal fitting jeans opposed to an one-size-fits-all approach.
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How they do it: The many opportunities to take Lego sets apart and recombine the individual parts across sets to individual buildings, allow customers an unlimited amount of individualization opportunities with their Lego toys.
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How they do it: Spotify creates millions of playlists that are customized to the individual customers. These include for instance ”Release Radar”, a playlist personalized to the music taste of the respective user.
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How they do it: Subway uses the advertising slogan ”Eat Fresh”, and focuses on how its sandwiches were made from freshly baked bread and fresh ingredients, in front of customers to their exact specifications and likings, by employees which Subway calls ”Subway Sandwich Artists”.
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How they do it: The Lego Digital Designer software enabled every user to desing their individually customized Lego set, get the parts shipped to their home and build the set with real Lego parts.
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