Christina Siemes

• In recent days the individualization of lifestyle has led to an increasing demand for products that can satisfy the individual needs of customers. While mass production often can not deal with this new forms of demand, recent research has highlighted the capability of mass customization to deal with this problem. The production of individualized goods on a mass production scale has already spread across many markets. Especially the clothes and shoe market has implemented the concept of mass customization. This leads to the question how companies set up this new form of production. Hence the aim of this thesis is to analyze how Nike and Adidas implement mass customization. Therefore the modular systems NIKEiD and adidasmi will be analyzed extensively. After that the advantages and disadvantages for both companies and customers will be examined.