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A Framework of Product Styling Platform Approach: Styling as Intangible Modules

Steven P. Y. Chong

Yi Wang

Department of Manufacturing Engineering and Engineering Management City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong

This exploratory paper argues that pleasure-oriented product development with manufacturing flexibility is the next challenge of mass customization if seeking pleasure is the nature of mankind. Preferable product style of a fashion trend is widely accepted to visually enhance a product to satisfy today’s consumer demands. Considerable work remains to be done to integrate product styling (process to create and deliver visual pleasure) with manufacturing flexibility, i.e. platform approach, reusability. This paper reports on the initial findings from an exploratory study that consists of interviews and research on ‘ i-Mac look’ style. It examines the relationships between product style/styling and fashion trend on consumer preferences. The findings indicate that style can be manipulated by a proposed set of complex attributes. A particular style plus its application method(s) together function as an intangible module to refresh ordinary products. Implications are drawn to develop two frameworks: product styling platform and a case-based indexing device for product styling. The case-based indexing device serves as a support for the product styling platform. This paper opens up an inquiry of visual pleasure aspects in present and future challenges of mass customization.

Key Words: mass customization • pleasure-oriented product development • product styling • product attributes • case-based indexing

Concurrent Engineering, Vol. 12, No. 2, 89-103 (2004)
DOI: 10.1177/1063293X04044381


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