This is a simple application prototype, which shows how you can change elements of the scene to configure a product.
The original content and application idea of this example is taken from Bitmanagement.
This is the first step. Here, use standard HTML id='xxx' to name your Material and ImageTexture nodes.
<material id='body_color' diffuseColor='#efebe0'>
Just change the attribute for a specific element via JavaScript (please have a look at the source code).
document.getElementById('body_color').setAttribute("diffuseColor", '#000066');