Search results

1 – 10 of over 1000
Article
Publication date: 24 April 2009

Hira Cho and Susan S. Fiorito

The purpose of this paper is to identify the determinants of successful customization of apparel in e‐retailing and to provide managerial suggestions for strategic planning.

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Abstract

Purpose

The purpose of this paper is to identify the determinants of successful customization of apparel in e‐retailing and to provide managerial suggestions for strategic planning.

Design/methodology/approach

Using an online survey, data are collected from 300 female adults in the US secured through a nationwide random sampling method. AMOS 7.0 and SPSS 15.0 are used to analyze the data.

Findings

Customers recognize the benefits of online customization of apparel when they perceive the website to be useful and competent. Additionally, customers perceive customization websites to be more useful when the websites are secure for the information customers provide. Interestingly, the ease of operation of a website is negatively related to the perception of a competent website and does not influence a positive attitude toward the online customization of apparel.

Practical implications

In order to give the impression of competent and useful websites, marketers need to develop secure websites. Ease of operation on the website may not always be an advantage for apparel customization; therefore, marketers need to find the optimal levels of ease of website operation to imply useful, yet competent, websites.

Originality/value

This study identified the potential factors for successful customization of apparel in e‐retailing and provided strategic implications to marketers.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 11 May 2010

Muditha M. Senanayake and Trevor J. Little

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…

5578

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 September 2002

Lenda Jo Anderson‐Connell, Pamela V. Ulrich and Evelyn L. Brannon

The overall purpose of this research was to explore the potential for applying mass customization in the apparel manufacturing and retail sectors by investigating consumers’…

7672

Abstract

The overall purpose of this research was to explore the potential for applying mass customization in the apparel manufacturing and retail sectors by investigating consumers’ interests in it as a concept. A series of seven focus groups were used to explore consumer preferences related to mass customization and to identify potential barriers to adoption of the concept. Potential scenarios illustrated with video were used to describe how mass customization might be implemented. A deductive approach to data reduction allowed researchers to distill and describe data according to predetermined categories and to identify additional categories that emerged in the analysis. Converging positive consumer comments moved researchers forward in understanding the concept while negative comments were viewed as barriers. The result was the construction of a consumer‐based model which provides an initial framework for researchers and the business community to use in exploring how the paradigm of mass customization could be applied as a business strategy in the apparel industry.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 14 September 2010

Hira Cho and Yun Wang

The aim of this paper is to examine two culturally different countries regarding the acceptance of online customization of an apparel product.

2622

Abstract

Purpose

The aim of this paper is to examine two culturally different countries regarding the acceptance of online customization of an apparel product.

Design/methodology/approach

Based on previous literature, this study established hypotheses to compare US and Taiwan college students for their acceptance of online apparel customization. Hypotheses were tested by employing multigroup structural equation modeling (MSEM).

Findings

The results identified similarities and differences between US and Taiwanese respondents in the acceptance of online apparel customization.

Research limitations/implications

This research added knowledge to the existing literature of consumer adoption of new technology as shopping media.

Practical implications

The paper provides insightful marketing implications for introducing online apparel customization in different cultures.

Originality/value

This is the first study to compare two extremely different cultures for the adoption of online apparel customization.

Details

Journal of Consumer Marketing, vol. 27 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 29 May 2007

Doris H. Kincade, Cynthia Regan and Fay Y. Gibson

Firms in the apparel industry seek operational information on ways to implement mass customization. The purpose of this research is to investigate the potential for concurrent…

4207

Abstract

Purpose

Firms in the apparel industry seek operational information on ways to implement mass customization. The purpose of this research is to investigate the potential for concurrent engineering (CE) to realign the traditional, linear apparel product development process to a more concurrent and consumer‐focused process in order to facilitate the implementation of the new supply chain process (i.e. mass customization) with sensitivity to time‐to‐market demands.

Design/methodology/approach

The case study method was used with three non‐competing apparel firms. Survey instruments and focus group feedback were utilized, which allowed the researchers to collect in‐depth information about the apparel product development process, often considered proprietary in many industries.

Findings

Product development activities in the lengthy apparel product development process were realigned with many activities being ranked as early or middle activities. This realignment into a compressed and nearly simultaneous process supports activities that must be done early and often simultaneously rather than late to support a mass customization strategy.

Research limitations/implications

The case study approach and apparel‐oriented sample reduces generalizability of findings; however, realignment of activities and provided operational information encourage future research to document the findings for apparel and other industries.

Practical implications

Suggested movement of activities can be used as a guide for designers and manufacturers when trying to improve their product development process.

Originality/value

The paper provides needed detailed or operational information about implementation of mass customization in the apparel industry.

Details

International Journal of Operations & Production Management, vol. 27 no. 6
Type: Research Article
ISSN: 0144-3577

Keywords

Article
Publication date: 8 November 2018

Sukyung Seo and Chunmin Lang

The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and…

1285

Abstract

Purpose

The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and self-monitoring) and external-oriented psychological properties (i.e. social identity and other-directedness) on the perception of customization and the sense of extended-self; further to identify whether the perception of customization and the sense of extended-self lead to purchase intention toward customized apparel products.

Design/methodology/approach

Data were collected through an online survey among college students in the USA, generating a valid sample size of 338 participants. Factor analysis and Structural Equation Modeling were utilized to test proposed hypotheses.

Findings

The results indicated that need for uniqueness and self-monitoring were significantly related to consumers’ perception of customization and the sense of extended-self, whereas impacts of self-expression and other-directedness were not significant. Furthermore, the results also confirmed that consumers’ perception of customization and the sense of extended-self were positively associated with purchase intention of customized apparel products.

Originality/value

This study investigates consumers’ psychological features that influence consumers’ buying intention of customized apparel products, which is the first attempt. The study results are insightful and beneficial for marketers to construct target consumer segmentation under different cultural and social settings.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 24 July 2020

Chunmin Lang, Sibei Xia and Chuanlan Liu

This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study…

1164

Abstract

Purpose

This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.

Design/methodology/approach

A WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.

Findings

The emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.

Originality/value

This study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 8 May 2017

Liliana Simões Ribeiro, Paulo Alexandre Oliveira Duarte and Rui Miguel

The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour…

2777

Abstract

Purpose

The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products.

Design/methodology/approach

For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits).

Findings

This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework.

Originality/value

The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

Details

Journal of Fashion Marketing and Management, vol. 21 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 22 May 2007

Yunchu Yang, Weiyuan Zhang and Cong Shan

The paper aims to provide an overview of the area of digital pattern developing for customized apparel.

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Abstract

Purpose

The paper aims to provide an overview of the area of digital pattern developing for customized apparel.

Design/methodology/approach

The paper outlines several methods of digital pattern developing for customized apparel, and discusses the principles, characters and applications. Digital pattern developing process has two paths. One path develops apparel according to traditional 2D pattern‐making technology. There are three methods: parametric design, traditional grading technique, and pattern generating based on artificial intelligence (AI). Another path develops pattern through surface flattening directly from individual 3D apparel model.

Findings

For parametric method, it can improve greatly the efficiency of pattern design or pattern alteration. However, the development and application of parametric Computer‐Aided‐Design (CAD) systems in apparel industry are difficult, because apparel pattern has fewer laws in graphical structure. For grading technique, it is the most practical method because of its simple theory, with which pattern masters are familiar. But these methods require users with higher experience. Creating expert pattern system based on AI can reduce the experience requirements. Meanwhile, a great deal of experiments should be conducted for each garment with different style to create their knowledge databases. For 3D CAD technology, two methods of surface flattening have been outlined, namely geometry flattening and physical flattening. But many improvements should be done if the 3D CAD systems are applied in apparel mass customization.

Originality/value

The paper provides information of value to the future research on developing a practical made‐to‐measure apparel pattern system.

Details

International Journal of Clothing Science and Technology, vol. 19 no. 3/4
Type: Research Article
ISSN: 0955-6222

Keywords

Article
Publication date: 1 December 2003

Pamela V. Ulrich, Lenda Jo Anderson‐Connell and Weifang Wu

Recent research suggests that consumers want individual needs met and that companies can work towards customizing products while still mass producing them. Co‐design, a…

6043

Abstract

Recent research suggests that consumers want individual needs met and that companies can work towards customizing products while still mass producing them. Co‐design, a consumer‐producer collaborative design endeavor, is one way to accomplish both. The purpose of this research was to explore consumers’ participation in and reaction to a CAD‐supported scenario of co‐design for mass customization. Aided by a design manager, 34 female college students co‐designed a three‐piece career outfit by choosing from a style bank of garment components. Subjects were comfortable with the process; most found it easy and were satisfied with the output. Ease of designing and satisfaction with images were positively correlated. Application of clothing involvement and innovativeness measures suggested possible characteristics of subjects who were more or less comfortable with co‐design and those who found it easier to make decisions. Results suggested the feasibility of co‐design from the consumer’s perspective and the need for further research.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 7 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

1 – 10 of over 1000