Shocking news: a market that is rejecting standardisation We live, it is said, in a world of standardisation: a place in which increasingly you can buy the same things—cappuccinos, food, cosmetics, fashions—in similar shops, in similar malls, in similar cities. The heart laments this and hopes it isn't really happening. The head, though, has to accept that it has advantages, for standardised products save time, reduce confusion, and may be cheaper and more predictable, especially when attached to a trusted brand. There is one market, however, in which hearts and heads alike are forcing things in a different direction: women's...