Making apparel last: Examining psychological factors motivate the adoption of customized products

The purpose of this study was to identify the influence of a variety of psychological factors on consumers\u27 adoption of customized products; and to investigate if customization will build special attachment between consumers and the customized products, and whether such emotional attachment will affect the lifespan of the products. To do the research, online survey was conducted. Data cleaning yield 158 valid sample out of 182 returned responses. Our results show that while self-expression and need for uniqueness are revealed positive influences on purchase intention toward customized products, no significant influences of social-identity and other-directedness were illustrated. The results also found that consumers are more likely to build special attachment with customized products they possess, considering the products reflect themselves(self-extension). Such robust emotional attachment between owners and products contributes to extension of product\u27s lifespan by owner\u27s handling with good care and preserving, which reduce landfill wastes

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative (semi-structured interviews) and quantitative (online survey) studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value

Personalized 3D mannequin reconstruction based on 3D scanning

Purpose Currently, a common method of reconstructing mannequin is based on the body measurements or body features, which only preserve the body size lacking of the accurate body geometric shape information. However, the same human body measurement does not equal to the same body shape. This may result in an unfit garment for the target human body. The purpose of this paper is to propose a novel scanning-based pipeline to reconstruct the personalized mannequin, which preserves both body size and body shape information. Design/methodology/approach The authors first capture the body of a subject via 3D scanning, and a statistical body model is fit to the scanned data. This results in a skinned articulated model of the subject. The scanned body is then adjusted to be pose-symmetric via linear blending skinning. The mannequin part is then extracted. Finally, a slice-based method is proposed to generate a shape-symmetric 3D mannequin. Findings A personalized 3D mannequin can be reconstructed from the scanned body. Compared to conventional methods, the method can preserve both the size and shape of the original scanned body. The reconstructed mannequin can be imported directly into the apparel CAD software. The proposed method provides a step for digitizing the apparel manufacturing. Originality/value Compared to the conventional methods, the main advantage of the authors’ system is that the authors can preserve both size and geometry of the original scanned body. The main contributions of this paper are as follows: decompose the process of the mannequin reconstruction into pose symmetry and shape symmetry; propose a novel scanning-based pipeline to reconstruct a 3D personalized mannequin; and present a slice-based method for the symmetrization of the 3D mesh. </jats:sec

"I wanted the best": Perceived value of a customized athletic clothing

The purpose of this study was to provide a comprehensive understanding of the factors that influence the perceived value of custom-made athletic clothing product at a product, experience, and brand level. Perceived value was examined in the context of a case company offering customized clothing products specially for trotting sport. Three models formed the theoretical framework of this study: FEA consumer needs model (Lamb & Kallal 1992), Consumer Perceived Value Tool (Merle & al. 2010), and Measures defining brand loyalty (Vera & Trujillo 2017). According to these models, the value factors of a customized clothing product are explained by functional, expressive, and aesthetic considerations added with the hedonic and creative achievement value derived from the design process. The brand-related value factors were identified by using the dimensions of consumer involvement, perceived brand value, and satisfaction (Vera & Trujillo 2017). Semi-structured personal theme interviews were used as a primary data source for this study. The sample consisted of trotting professionals and sales representatives, total of 11 persons from Sweden and from Finland. The findings of this study show that the sources of value are based on product-related and brand-related factors and are generated both before and after the purchase. As a result, a customized athletic clothing product value model was proposed. On the product level, aesthetic, expressive, functional, and experience factors influence the perceived value. On the brand level, satisfaction, brand value, and customer involvement impact on the perceived value of customized clothing product. The research results confirmed the prior academic understanding that the sources of value are multidimensional and subjective in nature. The results of the study showed that in the context of trotting sport the sports tradition, the rules placed by sports federations, and the involvement of personal sponsors limit the freedom of self-expression in the customization process which can potentially limit the generalization of the results. However, the data indicated that it was important for the athletes to have the possibility to influence the clothing design and take part in the design process. Overall product satisfaction and the supplier's ability to create trust became essential factors in determining the continuity of the customer relationship. The trust built with the supplier on previous customer encounters lowered the perceived risk associated with the purchase decision leading to repurchases and increased brand loyalty. Especially, the service recovery was considered important factor in building trust if the delivered product was not what the athletes expected

If I customize it, I will keep it longer? Segmenting mass customization consumers through the sustainability lens

2021 Spring.Includes bibliographical references.Mass customization (MC) refers to the manufacture of customized products on a mass basis at prices similar to mass-produced (MP) goods (Davis, 1996). Mass customized apparel (MCA) products can better address consumer needs through the consumer-centric process (Yang, Kincade & Chen-Yu, 2015). Additionally, MCA has been heralded for its ability to reduce waste throughout the supply chain, most notably through the elimination of deadstock (e.g., Boër, Redaelli, Boër, & Gatti, 2018), and is suggested to offer the potential for more sustainable consumer behavior through an emotional bond formed with the customized product (Mugge, Schoormans, & Schifferstein, 2009) that may lead to increased product longevity. The purpose of this thesis was to explore the current MCA consumer market and investigate potential connections among MCA consumer segments regarding sustainability related variables. Specifically, this study utilized actual MCA consumers' purchase patterns (i.e. frequency of MCA purchase, amount of MCA purchase, and duration of MCA purchase behavior) to identify consumer segments and profile this emerging market to better understand their MCA-specific motivations for MCA purchase and satisfaction with the MCA product and customization experience as well as demographic variables (i.e., income, education, and body mass index (BMI)). Additionally, this study aimed to uncover to what extent they may display sustainability-related variables (i.e., emotional product attachment and environmental attitudes) and behaviors (i.e., sustainable apparel behaviors and general sustainable behavior). To address this purpose, an online consumer survey was distributed in Spring 2019, and 318 usable responses were analyzed using the segmentation framework. Two clusters were identified who differed mainly on the duration of their MCA purchase behaviors; new customizers (n = 243) had an average of 2 years of experience as MCA consumers, while experienced customizers (n =75) had on average 9 years of experience purchasing MCA. T-test comparison, multiple regression, and correlation analyses were conducted to explore the characteristics of the clusters. Findings showed a general trend among experienced customizers for stronger motivations and satisfaction, as well as increased environmental attitudes, and more sustainable apparel behaviors and general sustainable behaviors. Interestingly, regression analysis revealed participants' who were interested in making sustainable pre-purchase apparel decisions, such as purchasing apparel made of organic materials were likely to be less satisfied with the MCA products and experience. Both new and experienced customizers reported intentions of keeping MCA products longer than MP apparel, and a significant difference between clusters found experienced customizers intended to keep their MCA product a year longer than new customizers; suggesting MCA maybe a sustainable alternative for consumers. This thesis concludes with a discussion of theoretical and managerial implications as well as suggestions for future research for this promising topic

Custom Made Apparel and Individualized Service at Lands\u27 End

The case describes a hugely successful example of IT-driven strategy, the Lands\u27 End custom tailored apparel initiative. In less than a year, 40% of Lands\u27 End customers buying chinos and jeans from the firm\u27s web site were buying tailored products. Over 20% of these customers never made a purchase over the web before. The case explores mass customization and web-based customer service initiatives while providing a rich opportunity to discuss the sustainability of competitive advantage derived from IT-driven strategic initiatives. The case also describes the cross-organizational and cross-border supply chain that Lands\u27 End and its business partner, Archetype Solutions, Inc constructed as well as Archetype\u27s extension of that chain to other retailers

B2C Mass Customization in the Classroom

The purpose of this article is to describe an internet-based mass customization assignment in Operations Management/Supply Chain Management classes where students utilize the Web site of a company that offers a customized product. Students evaluate the user interface, judge the value proposition of the product they demonstrate, and discuss issues of product design, process design and scheduling, inventory management, Supply Chain Management, marketing, and competitors. The students learn about mass customization from both the producer\u27s perspective and the consumer\u27s perspective. Through their own research and the class presentations students are able to develop a better understanding of the implementation requirements and challenges of mass customization. The assignment is highly interactive and has been successfully used in Operations Management and Supply Chain Management courses at under-graduate and graduate levels and at multiple universities. In addition, practitioners interested in implementing a mass customization process can use the assignment as a brainstorming or benchmarking exercise

Websites Vs. Apps: A Comparison of Consumer Acceptance of Apparel Mass-Customization Across Channels

After 20 years of industrial practice, consumers now can shop for mass-customized apparel in various channels including websites and smart device applications (apps). Online apparel mass-customization (OAMC), which provides platforms and convenience for customers to communicate with retailers effectively, provides retailers with a growing opportunity in today’s evolving omni-channel environment. Meanwhile, product value and experiential value delivered to consumers will help increase customer satisfaction and lower the return rate. However, little is known about consumers’ beliefs, attitudes, and purchase intentions of mass-customized apparels when using different channels. Two studies were intended to fill the research gap. Study 1 is an exploratory, qualitative study with a focus on analyzing feedback from consumers who have had real experiences of purchasing online mass-customized apparel. Study 2 presents a comprehensive attempt to examine the factors that impact consumers’ attitude toward using OAMC and the willingness to purchase online mass-customized apparel (through an experiment) with the technology acceptance model applied as a theoretical foundation. An online self-administered questionnaire was utilized to collect participants’ responses including OAMC evaluations of usefulness, enjoyment, ease of use, choice variety, risks, attitude, and willingness to purchase after practicing OAMC in the experiment. A total of 388 responses were collected from a southeastern University in the United States. Factor analyses were conducted to test and confirm the measurement model with results showing that the reliability and validities were well achieved. Hypothesized relationships and moderating effects were tested using a structural equation modeling approach. Research results indicated that the proposed hypotheses were partially supported. A positive attitude predicted willingness to purchase. Ease of use, enjoyment, and choice variety significantly influenced customers’ attitude. Usefulness and risks did not influence attitude in this research model. The moderation effects of online mass-customization channels, consumers’ level of fashion involvement, and consumers’ need for uniqueness were tested separately through multi-group comparisons. The results showed that there was no significant difference among consumers with different levels of fashion involvement, or different levels of need for uniqueness, or consumers who shop online mass-customized apparel in different channels. Theoretical and practical implications were provided based on research findings

Understanding consumer purchase intention to purchase sustainable fashion: the moderating role of gender perception

The growing trend of sustainable fashion products has put the company to deal with the challenge of gender perception in quality, design, and price since fashion is consumers’ self-presentation of personality and taste. This study aims to examine the influence of sustainable fashion products to consumer purchase intention with gender perception as the moderating role. Results of moderated regression analysis (MRA) on 267 samples suggests that sustainable fashion product has a positive influence toward consumer purchase intention and the gender perception significantly moderates the Indonesian consumer purchase intention. Additionally, this study gained information that respondents were well aware with the effort of sustainability in fashion, and it believed can protect the environment