Consumer Forum

Having swiftly leapt out of one decade and into the next, I pondered on the exceptional shift that has occurred in customer buying behaviours. The consumer now has more choice than ever before- and quite rightly so!

Before the recession, the high street became saturated with choice and price wars. Customers then really began to demand a product that suits them perfectly- and why not? If I were to pay for an expensive car, I’d expect it to be made in the colour I love, to my exact specifications so that I drove away feeling like, well, ‘me’. Then, in 2006, the world’s largest adidas store was created. Offering high-tech customisation to the masses and located on the glamorous Champs Elysees in Paris, the store has a unique ‘innovation centre’, providing customers with a professional and personal experience- completely tailored to them.  

I would refer to this as mass customisation. Allowing the customer to feel special and unique, buying an item that’s just perfect for them at a reasonable price. Why hasn’t this happened sooner? With the rise in online retailing, customers really can have something tailored for them.

For example, our partner companies forming the consumer forum really believe that customers should be at the centre of the business.

When founding A Suit That Fits.com, David and I felt really passionately that tailored suits should be accessible to everybody. We saw the rise in online shopping and realised that we could fuse regular shopping and online retailing to give our customers a unique experience.

The most important thing about mass customisation is service. It’s so important for companies to give customers exactly what they want. What if your customer has a special fabric that they want for their trousers? Why not let them use it? This generation’s customer is more astute, knowledgeable and has more choice than ever before. Want my advice for new businesses? Don’t sell a customer a product; make your customer exactly what they want!

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