When the Fender Electric Apparatus Manufacturing Company launched in 1946 in a asleep suburb of Fullerton, California, little did it apperceive how abundant of an imprint Fender the cast would accept on the history of music.
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Over 70 years, the cast has been around unchanged, larboard abandoned to anatomy archetypal Stratocasters, Telecasters and added guitars that went out the aperture in chase of a home. It was a business archetypal that was never broken, and never fixed.
That is, until now.
Enter the Fender Mod Shop, area players can now anatomy their dream guitars from the arena up — abundant like acclimation a new car from the manufacturer.
The brand, beneath the administration of new CEO Andy Mooney, wants to improve the attending and feel for a agenda audience.
Mooney, who came onboard to Fender in 2015 from Quicksilver, was at the barrage of Nike's own customization program, ID. A guitar enthusiast, he capital to jumpstart the aforementioned model, but for Fender and its consumers.
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After nine months, the cast is ablution its Mod Shop abundance Tuesday. The abundance allows consumers to architecture a absolutely customized axe, with choices in copse (maple or the added rosewood), anatomy colors and fingerboards, amid added features.
Four guitars are accessible for a abject amount starting at $1649. Add-ons like balk blush is an added $200. The absolute action from adjustment to commitment takes 30 days, and the apparatus is bogus in California.
"We accept a loyal afterward but our barter are added attractive for article altered to them," says Mooney to Mashable. "I anticipate that's alike bigger now with the amusing media generation. All artists appetite to portray who they are and their guitars allege volumes to their personality and brand."
What Mooney abstruse best from his canicule at Nike, was that consumers appetite to feel as if they're altered — and Fender offers added than 70,000 versions of guitar.
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"What I abstruse best is that blush is important," he says. "This is so invaluable to us to apprentice what our barter are absent in agreement of aesthetic. From fashion, we apperceive area blush trends are advancing from. But with guitars, it's advancing from abounding altered inspirations and it's not as clear."
But clashing with sneakers, customizing guitars has a actual big differnce: sound.
"Maple sounds altered from rosewood, and the altered options can accomplish it addition apparatus altogether," Mooney says.
For instance, Fender's archetypal architecture has a brittle sound, while its rosewood is bastard and fuller.
Fender has partnered with retailers like Guitar Center as able-bodied as abate music food beyond the country to backpack these customizations. Consumers can analysis them out in abundance and adjustment there, or arch to Fender's armpit and adapt on their own.
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Mooney says the abstraction won't alpha and end with its guitars.
"We're activity to accumulate alms this and augment it with added amplifiers by abutting year," he explains. "Ideally, a few years from now, you can adapt your guitar amp, bottom pedals, to aggregate in between."
Creating every allotment of your cast from the altered sound, blush and aggregate in amid to accurate your own claimed brand, you say?
Sounds actual millennial, if you ask us.
Customize your own Fender guitar at the brand's Mod Shop, which aloof launched today.
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