BOF do acknowledge the role of the craftsman and their relationship with their client. There is the suggestion that 'an ongoing connection that becomes smarter as the two interact with each other, collaborating to meet the consumer’s needs over time.' However they go on to say that 'luxury is not just about perfectly serving the needs of the client'. If it is not then what is it? Surely the customers needs must be at the forefront of the mind of the craftsman. How else do you build a relationship, a lasting one at that?
I believe that the importance of the role of the maker is not really considered or exploited in today's luxury brand market. It would be impossible for the producers of luxury branded product to meet their clients. Firstly because the consumers are not based in the same place that the product is made and secondly because the maker works on a production line. It would be interesting to have to client going from table to table to meet the person cutting the material, putting in the zip or doing the sewing. Although I am not sure that that would be a luxurious experience.
The customisation tools that exist at the moment are simple and straight forward and maintain the brand position but also reflect the customers own inability to decide when confronted with multiple customisation options. Simple is best as this avoids confusion. Crucial to the notion of mass customisation is that the customer still wants their product to be recognised as belonging to a specific brand.
I am not sure I agree with BOF when they suggest that ' it’s customisation platforms that have the ability to anticipate, and not just cater to, personal tastes in order to surprise consumers, as well as carry out their will, that may present the most potential for luxury fashion brands.' After all real luxury is concerned with satisfying the consumer in a very specific way and it could be argued that contact with the maker is crucial to maintaining the luxury ethos, something that a luxury brand is not really able to do.
What will be interesting is when craftsmen fully adopt technologies to enhance their product offer. The internet will act as a portal not simply to make colour or material changes to existing product but allow the customer to communicate with the maker through social media and even face to face with telephonic services such as SKYPE. The skills of the craftsmen will be continually tested as new technologies and technologically driven materials emerge giving them more freedom to explore, explain and satisfy an increasingly demanding and changing luxury market. The ultimate luxury!