Acceptance of mass customization of apparel: Merchandising issues associated with preference for product, process, and place

Seung Eun Lee, Grace I. Kunz, Ann Marie Fiore, J. R. Campbell

Research output: Contribution to journalArticlepeer-review

39 Scopus citations

Abstract

The purpose of our research was to examine apparel merchandising issues associated with mass customization. A questionnaire was developed to explore preferences for mass customization product, process, and place that have the potential of affecting success of a mass customization program. The questionnaire was administered to a convenience sample of 131 college students. Data were analyzed using descriptive statistics, t-tests, McNemar tests, within-subject ANOVA, and Bonferroni multiple comparisons. Successful mass customization of apparel at retail is dependent on identification of appropriate dimensions of product, process, and place. Our implications address merchandising issues associated with customer involvement in customizing design and fit of apparel products in retail store settings.

Original languageEnglish
Pages (from-to)138-146
Number of pages9
JournalClothing and Textiles Research Journal
Volume20
Issue number3
DOIs
StatePublished - 2002

Keywords

  • Mass customization
  • Merchandise planning
  • Merchandising
  • Technology

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