Mass-customised goods do have a future in Asia

MASS customisation as an industry has burgeoned in Western markets since the 1950s and is now estimated to be worth over US$150 billion per annum. Advancements in technology and the widespread use of the Internet are fuelling the growing consumer demand for personalised products, particularly across the West.

As consumers continue to expect high levels of personalisation and the ability to express individual preferences, many companies are incorporating elements of mass customisation into the design of their products and services. But is the demand for such flexible production as popular in the emerging markets across Asia?

According to previous research published in the International Journal of Mass Customisation in 2011, it was unclear whether mass customisation could be implemented as effectively in non-Western societies where different value systems exist. In collectivist cultures that stress conformity to group norms, the need for individual expression through personalisation of branded products may be less desirable.