Allowing consumers to add their own personal style and creativity to products is an increasingly popular trend in the retail industry. A recent example of this trend can be seen with the launch of Google’s new smartphone, Moto X. Rather than trying to compete with Apple and Samsung on the features and capabilities of the phone, the company has turned to promoting Moto X’s customizable options — allowing consumers to tailor its aesthetics to their personal preference, with more than 2,000 combinations to choose from.

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