is a strategic concept that combines two opposing positions, that of mass production and that of customer-specific customization. With mass customization, the customer has the option of varying certain features
, such as the design of the product, and thus personalizing it for him. This involves given product components that, when put together in a modular fashion, represent a new, individual overall product concept. The strategy approach was already used early on in the automotive sector and, with the help of the Internet, has achieved an even larger application base. The customer can assemble the various components on the Internet with the help of a configurator. In the apparel sector, for example, Nike enables its customers to put together sports shoes with individual design and performance features using the mass customization concept NikeID. Users of mass customization benefit, among other things, from greater loyalty from their customers, since they are part of the development process. They also realize higher prices, since for their customers the products are incomparable with other competitive offers.