Since its inception in June 2016, the Fender Mod Shop has given players the opportunity to create their own versions of their favorite guitars via an online digital design studio. Choose from four classic Fender models: the Telecaster®, Stratocaster®, Precision Bass® and Jazz Bass®. After choosing a model, designers can decide everything from the body color, pickguard material and pickups to the hardware color and strings.
Fender Mod Shop allows players to select the look, feel, and sound of their instrument. Players can modify their instrument selection online with a curated menu of options, such as body color, pickups, pickguard material, fingerboard, hardware color and style, bridge and orientation to create a factory-customized model truly tailored to their personal preferences. Upon completion, orders are built to the desired specification in Fender’s Corona, Calif.-based factory and shipped out within 30 days.
Fender partnered with Oakland-based e-commerce software developer Fluid to develop an easy-to-navigate and visually rich purchase experience for consumers. Their software platform, Fluid Configure 3.0, powers the Mod Shop, giving consumers a simple journey enhanced by high-fidelity 3D modeling, which allows musicians to see their custom design from all angles, as they build it.
Fender Mod Shop is available both online and via mobile devices. All pricing will vary depending on base model and selected modifications chosen throughout the design process. Consumers can also purchase in-store with a personal consultation from their favorite dealer.
The Fender Mod Shop is introducing spring/summer 2017 to satisfy even more players’ tastes, including: new body/pickguard colors, neck shapes, pickups and models, like American Professional and Jazzmasters.