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JP: The number one watch-out is to not commoditize yourself — to use technology in ways that lessens differentiation and focuses your customers on price, price, price. That’s primarily what moving to the Web has done for most companies, (Moi ici: Internet sem co-criação, sem diferenciação, sem inovação... é um convite para a commoditização acelerada) for on the Web consumers can instantly compare prices from one vendor to the next, and that will tend to push down prices to the lowest possible point. I believe Augmented Reality offerings such as Google Goggles and Shopkick will tend to have this effect as well, and the remedy is to focus on the experiences consumers have rather than the prices of the products.
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AI: If you could give the apparel industry one piece of advice what would it be?
.JP: Let me go back to something I mentioned earlier — indeed, something I first wrote about in 1993! — and say all apparel companies should mass customize their offerings. For two reasons: on the demand side, recognize that every body is unique, and people deserve to get exactly what they need and want at a price they are willing to pay. And on the supply side, there is tens of billions of dollars of pure economic waste in the apparel industry, as companies make items they think consumers will want in sizes, quantities, and varieties that the forecasts always get wrong.
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Not to mention that helping consumers figure out what they want exactly can yield one heckuva engaging experience."
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Not to mention that helping consumers figure out what they want exactly can yield one heckuva engaging experience."
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Ou seja, ou continuamos no mesmo registo e temos de acelerar o processo de diferenciação, a caminho das 52 épocas por ano. Ou nos concentramos na experiência individual de cada um.
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Em qualquer dos casos a produção massificada não é a única alternativa para competir e o custo mais baixo não é condição necessária para ser competitivo.
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Trecho retirado de "Master of the Digital Age"
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