Mass

customization
 What is
Mass customization
Mass customization is a process that enables the creation of
customized products to users specification

process of delivering market goods and services that are modified

to satisfy a specific customer's needs.

marketing and manufacturing technique that combines the

flexibility and personalization of custom-made products with the
low unit costs associated with mass production.
concept where customers are provided unique custom-made
products at the mass production prices
 concept of mass customization first introduced in the market
under the names of “made-to-order” or “built-to-order.”

customers can design products in their style

choose from the range of feature provided by the seller and can
have a unique product designed as per their taste
 TYPES OF MASS CUSTOMIZATION
Collaborative customization: companies work in partnership
with clients to offer products or services uniquely suited to
each client

Adaptive customization: companies produce standardized

products which the end-user may customize

Transparent customization: companies provide unique

products to individual clients without overtly stating the
products are customized

Cosmetic customization: companies produce standardized

products but market them in different ways to various
customers
 ADVANTAGES
OF MASS
CUSTOMIZATION Increase
product sales
Improve
manufacturing
branding

Engage customers
Up your profit
margins

Satisfied
Gain competitive customers
advantage
MASS CUSTOMISATION PROCESS
I CHOOSE MASS CUSTOMIZATION IN FOOTWEAR INDUSTRY (ALPINA
FOOTWEAR)

EXAMPLES OF
ALPINA FOOTWEAR
MASS CUSTOMIZATION IN FOOTWEAR INDUSTRY
(ALPINA FOOTWEAR)

Introduction of the organisation??????????

• Alpina is a Slovenian footwear manufacturing company founded in 1947
• It is located in Ziri, Slovenia, with further production plants in Bosnia and
Herzegovina, Rumania and China.
• Initially named “Ziri Shoe Factory”
• renamed "Alpina" in 1951
• In 1985, the company employeed almost 2000 people
• produces athletic, and winter sports footwear
• also produces a line of shoes for different purposes, such as oxford and derby
shoes, platform and ballet shoes, and sandals
• plays a significant role also in the field of ski boots
• Alpina produces more than 1.5 million pairs of shoes per year.
 REASON ON WHY I CHOSE THIS
ORGANISATION ??????
Alpina is strongly development-oriented and sees its competitive advantage in the long-standing tradition and
continuous development of new technological solutions

knows how to include these in the design of top-notch products

Alpina collaborates with the renowned Slovenian fashion studio Draž for its collection Alpina Draž.

Alpina's cross-country ski boots have been awarded the Red Dot Award four time

designed the first eco cross-country ski boot in the world

ALL THIS REASON MAKES ME TO

CHOOSE THIS ORGANISATION
STATE THE LOCATION AND TIMELINE
OF THIS ORGANISATION’S CASE
STUDY (WHERE AND WHEN)
• Alpina is a Slovenian footwear manufacturing company
founded in 1947
• It is located in Ziri, Slovenia, with further production plants in
Bosnia and Herzegovina, Rumania and China.
 ANALYSE THE MASS CUSTOMIZATION
PROCESS STRATEGY
• In 2003, alpina launched its first collection of customized footwear.

• The company purchased an optical measuring device and started investigating differences in
its customers’ feet sizes in a systematic way

• Width of toes and heel, as well as in the height, can fit to the actual shape of the human foot

• The feedback information and new measurements are taken into account in further re-
shaping of the lasts and designing new models

• Market research has shown that as much as 84 % of customers consider shoe comfort as the
first criteria when purchasing shoes.

• Alpina came to a decision of offering customized footwear, but with a slightly different
approach regarding other companies with customized shoes in their sales program. For 6
different shoe models (2 fashion shoes, 2 trekking shoes and 2 ski boots), the sample shoe
size was chosen and then graded up and down to the rest of “standard” sizes.

• Each size was added a wider and a narrower option. So, an assortment of three different
widths was made.
 ANALYSE THE MASS CUSTOMIZATION
PROCESS STRATEGY

• Before buying a pair of ACS shoes/boots, the measurements are taken to determine the length
and width of the feet.

• The customer is then asked to enter a desired footwear type and software suggests him or her
an optimal length and width.

• Afterwards, the customer is offered to try a model of the suggested pair.

• Every shop has one pair of the entire assortment of ACS footwear on stock, so the customer
can always test the selected pair.

• After his final decision, the salesman puts an order to the central warehouse and the
customer receives his pair in one week time.

• Since some of the products chosen for ACS were previously available as standard mass
production products, it was necessary to develop only a larger and a narrower boot size
which is a comparatively rapid process given that boots are CAD-modelled which is another
mass customization concept.
FOOT SCANNER
 mass customization is a process that helps organisations to increases their
CONCLUSION sales every year

companies that adopted customization witnessed a 62% increase in

performance, whereas the companies that did not, showed only 51%

here will be more efficient utilisation of resources

lead to a more equitable distribution of jobs globally

manufacturers adopting mass customisation will be more flexible and be

more adept at satisfying the customer's changing needs

manufacturers will have every opportunity to cultivate strong and loyal

relationship with their customers
THANK YOU