A mass customised supply chain for the fashion system at the design‐production interface

Abstract

Purpose

The objective of the research is to develop implementation strategies for producers at the fashion apparel supply chain upstream, in order to move towards a more coordinated, streamlined and responsive process.

Design/methodology/approach

Qualitative action research was conducted using non‐participatory observations on sampled producers, following a literature review on the design process and mass customization.

Findings

Main activities with contributing factors that funnel in and out of this crucial junction are mapped and broken down into a series of processes that involve producers' selection and customers' choice, where decisions are currently made based on informal correlation of supply push and demand pull, months ahead of end‐users' (“customers” hereon) real demand. Key “integrated decision points” where customers' input is identified and can be introduced into the outbound supply chain.

Research limitations/implications

This conceptual model offers the possibilities for implementing collaborative mass customization with reduced risk for producers and increased satisfaction for customers. However, producers' resistance to change from existing work methods may present potential obstacles. Further work is to be done on collecting, utilizing, and transforming customers' data in order to inform the total design process effectively and comprehensively.

Originality/value

The results of the “integrated decision pulse point map” proposed by this paper provide a threshold to the benefits of mass customization at the heart of the fashion system.

Citation

Pan, B. and Holland, R. (2006), "A mass customised supply chain for the fashion system at the design‐production interface", Journal of Fashion Marketing and Management, Vol. 10 No. 3, pp. 345-359. https://doi.org/10.1108/13612020610679312