Mass customization: points and extent of apparel customization

Abstract

Purpose

Mass customization (MC) is one of the changes for the US apparel industry that will provide a competitive advantage and offer products needed by consumers. However, as the points of customization and their extent of customization characterize business models including the process strategies to achieve a successful MC strategy, it is imperative to define the points of customization. The purpose of this research is to investigate and introduce the critical points of customization and their extent for apparel.

Design/methodology/approach

An apparel industry survey together with case studies was used to collect information to test and support the hypothesis developed through the comprehensive literature review.

Findings

Five critical points of apparel customization are defined. These points and their extents of customization are compared, analyzed and validated. It is suggested that the success and the capability of apparel MC will depend on how effectively a company can combine the defined points of customization and their extent of customization in pre‐production, production and post‐production of the apparel product.

Research limitations/implications

The research findings of points of customization is for an apparel product. However, the concepts may be applied to products in other industries.

Practical implications

The post‐production customization point using current technologies is a popular practice for mass customization. However, to achieve a higher level or extent of customization such as design point of customization, it is essential to use advanced product development, manufacturing and processing technologies.

Originality/value

The points of apparel customization and their extent of customization have not been studied before for the apparel MC domain. These points and extent of customization provide new insights into the mass customized apparel manufacturing and apparel MC business models.

Citation

Senanayake, M.M. and Little, T.J. (2010), "Mass customization: points and extent of apparel customization", Journal of Fashion Marketing and Management, Vol. 14 No. 2, pp. 282-299. https://doi.org/10.1108/13612021011046110