.​ "Click, buy, and​ make" means     A. customers are guaranteed their outfit will be delivered in 2 days.   B. shoppers can buy a dress​ online, which is then made upon demand.   C. clicking on Instagram and registering to receive discounts.   D. buying furniture online. 2. Why​ isn't this technology more widely​ used?     A. Online sales are dropping.   B. Most customers still shop in stores for their clothes.   C. Not enough computers are available to run the systems.   D. All of the above. 3. The​ advantage(s) of mass customization to sellers​ is/are:     A. they​ won't be stuck with extra inventory.   B. they can place smaller orders.   C. customers are happy with the​ "click, buy, and​ make" model.   D.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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​Source: Khan, Natasha.​ "Really Fast​ Fashion: How to Get Bespoke Clothes With the Click of a​ Button." https://www.wsj.com/articles/tech-powered-labels-deliver-custom-made-clothing-shoes-in-two-weeks-1523292648?mod=itp&mod=djemITP_%20h, posted
​4/9/2018.
 
Style trends are moving faster than ever in an age when a shopper can spot an outfit on Instagram and buy it with just a few clicks. That immediacy is prompting the fashion industry to experiment with a business model called​ "click, buy and​ make."
​Today, Hong Kong clothing maker​ Bespokify's customers, anywhere in the​ world, can order professional​ women's clothing. Customers input their​ measurements, generating a digital pattern for clothes manufactured in​ China, and receive their orders within 2 weeks of purchase.
​"Consumers are now shopping 24 hours a day and are being trained to expect new styles all the​ time," says an industry analyst. Big retailers also are looking into the​ click-buy-and-make model. A year​ ago, Amazon won a patent with which it could take a​ customer's order, print a pattern on fabric and send it to be cut by a robot before being assembled by another robot.
Hong​ Kong's Li​ & Fung​ Ltd., one of the largest supply chain managers in the global garment​ industry, thinks new technologies could ultimately mean that more companies would be able to place small orders and avoid being stuck with extra inventory.​ "Just look at the average size of
orders—​it's
been going down for​ years," its CEO said.​ "It went from hundreds of thousands to tens of thousands. And it will keep going down until it approaches a unit of​ 1."
Software and robotics have been in use in fashion for some years. Companies like Proper Cloth use technology to predict a​ customer's ideal shirt measurements without having to measure them in person.
Critical Thinking Questions
 
1.​ "Click, buy, and​ make" means
 
 
A.
customers are guaranteed their outfit will be delivered in 2 days.
 
B.
shoppers can buy a dress​ online, which is then made upon demand.
 
C.
clicking on Instagram and registering to receive discounts.
 
D.
buying furniture online.
2. Why​ isn't this technology more widely​ used?
 
 
A.
Online sales are dropping.
 
B.
Most customers still shop in stores for their clothes.
 
C.
Not enough computers are available to run the systems.
 
D.
All of the above.
3. The​ advantage(s) of mass customization to sellers​ is/are:
 
 
A.
they​ won't be stuck with extra inventory.
 
B.
they can place smaller orders.
 
C.
customers are happy with the​ "click, buy, and​ make" model.
 
D.
All of the above.
4. Software and robotics
 
 
A.
are the only method used by Li​ & Fung in garment production.
 
B.
are the best way to manufacture clothes in volumes.
 
C.
have been in use for years in the fashion industry.
 
D.
still require the customer to be measured in person.
 
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