Colorware was established in 2000 for the purpose of altering the color of existing products. Colorware allows customers to customize a variety of products such as phones (blackberry) and Headphones (Dr.Dre) etc. These products are either purchased directly from the company or the individual can send in their own product to get the color altered. Colorware offers customers a wide variety of colors and even allows the individual to pick the color of each part/section of their product thus creating a unique product that other people would not have. The website allows individuals to experiment with numerous color combinations on their product before they purchase. To ensure high quality customer service, Colorware has a 24 hour call service and live chats available on their main website for any immediate questions.
As previously discussed in class, Colorware strongly resembles Dell particularly in that their representatives attempt to establish a bond with their customers. Both companies also perform customization at a slightly higher price since consumers are are able to create a product that is a unique expresssion of their personal sense of style or taste. Colorware similar to Dell is one of the fastest growing privately held companies. Colorware has been featured in numerous high-profile magazines such as Vogue, In Style and Entertainment Weekly for its superior quality in both product and service. Both companies, conducts research on the latest products to determine what their customers desire as a matter of fact, every month Colorware offers new products that are available for customization. Colorware and Dell sell directly to their customers which helps to strengthen that bond. Having their products for sale online makes it convenient for customers to glance through their products in the comfort of their own homes as well as having the product(s) shipped to them. Both companies grew into a profitable business by creating a bond with their loyal customers and offering customization, which is a personalization element that few companies offer.
