The problem of Mass Customization

Nike, Inc has created NikeID with the purpose to allow its customers, especially brand loyalists, to customize their shoe by changing the colors or material.

DROD's blog of wonders discusses the problems with customization in regards to online returns. I completely agree that because of this, NikeID is not a brand that Nike is utilizing to bring in profits but rather a linchpin brand or a silver bullet brand used to increase brand loyalty or sustain its brand image.

Trust me, the NikeID concept will never become the future of buying shoes for the reason that with the current technology we have, it will never be cost-effective and Nike would never be able to make a sustainable profit.