1. A person looking to open a new business has the ability to sell new and unique products because consumers want to be seen as individuals. A small business does not have the ability to produce massive quantities of certain products so what they do instead is make small runs of certain items. Small business also have the unique ability to listen to their customers and make something that they want. "Mass-market brands and consumer goods should be generally comfortable with adapting MC and inviting customers to participate in shaping and designing the product" (Fashion Branding Unraveled). The issue with MC is that very small companies are not gonna have the resources to provide custom products for every customer.
2. "Mass-market brands and consumer goods should be generally comfortable with adapting MC and inviting customers to participate in shaping and designing the product" (Fashion Branding Unraveled). Like all technology, mass customization has disadvantages such as the high cost and the fact that some people might not embrace change. It can cost thousands if not tens of thousands of dollars for luxury brands to incorporate MC technologies such as body scanners. The other issue with MC technology is that people wont want to use it and prefer to do things the old fashion way.
3. "Inspired by the trend of terms prefixed with the letter “i' that was initiated by computer guru Apple and adopted by others" is now a term used to describe brands (Fashion Branding Unraveled). The iBrand to me is more of a trademark than a term I would use to describe items companies that deal with internet branding. I would find it hard to associate and iBrand with anything other than an apple product. I don't see the benefits of establishing a new category of brands by labeling them iBrands.
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