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Technology Stocks : Dell Technologies Inc.

DELL 140.63

+1.7%

Dec 10 3:59 PM EST

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To: Dalin who wrote (121073)	4/29/1999 8:43:00 AM
From: Ian@SI	Read Replies (2) of 176387

From a WSJ article... Somebody gets it, even if they didn't mention Dell as the Master Practitioner of Mass Customization... +++++++++++ MASS CUSTOMIZATION becomes the new marketing mantra. That seeming oxymoron is a response to consumers' desire for individual treatment in an increasingly impersonal world. Nowadays, the average Joe can buy custom clothing at an affordable price, made-to-order music CDs, even personalized vitamins. "If you don't mass customize, you're going to lose business in today's marketplace," warns W. Michael Cox, chief economist at the Federal Reserve Bank of Dallas. The Internet is a popular medium for custom orders. Ford Motor Co. lets buyers "build a vehicle" from a palette of options, while Golf to Fit crafts custom clubs based on questionnaire responses. But Levi Strauss & Co.'s customers must visit stores to be measured for its Original Spin jeans. Levi tested personalized women's jeans in 1994, and the response was so positive that last fall it added men's jeans and more leg styles and colors.

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