The feasibility of adopting clothing mass customisation in South Africa

Abstract

Abstract: Mass Customisation (MC) is increasingly seen as a strategy to survive in the competitive clothing fashion markets. This importance to retail sales necessitates its consideration in the South African context. There is a paucity of literature on adopting MC so exploring the feasibility of MC for South African clothing manufacturers was a step in understanding what is required from manufacturers. Three corporate clothing manufacturers were selected for qualitative interviews to determine whether they currently exhibit identified competencies from literature considered essential to undertake MC. Two manufacturers exhibited key competencies of communication, human capital, flexibility and technology needed for MC success