Such systems combine the low unit costs of mass production processes with the flexibility of individual customization.
Similarly, McCarthy (2004, p. 348) highlights that mass customization involves balancing operational drivers by defining it as, "the capability to manufacture a relatively high volume of product options for a relatively large market (or collection of niche markets) that demands customization, without tradeoffs in cost, delivery and quality".
Additionally, in a fashion context, existing technologies to predict clothing size from user input data have been shown to be not yet of high enough suitability for mass customization purposes.
[7] Companies that have succeeded with mass-customization business models tend to supply purely electronic products.
Kamis, Koufaris and Stern (2008) conducted experiments to test the impacts of mass customization when postponed to the stage of retail, online shopping.