Acceptance of Mass Customization of Apparel: Merchandising Issues Associated With Preference for Product, Process, and Place | Zendy

Seung-Eun Lee | Zendy; Grace I. Kunz | Zendy; Ann Marie Fiore | Zendy; J.R. Campbell | Zendy

Open Access

Acceptance of Mass Customization of Apparel: Merchandising Issues Associated With Preference for Product, Process, and Place

Author(s) -

Seung-Eun Lee,

Grace I. Kunz,

Ann Marie Fiore,

J.R. Campbell

Publication year - 2002

Publication title -

clothing and textiles research journal

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.466

H-Index - 38

eISSN - 1940-2473

pISSN - 0887-302X

DOI - 10.1177/0887302x0202000302

Subject(s) - mass customization , clothing , personalization , product (mathematics) , marketing , descriptive statistics , business , bonferroni correction , advertising , mathematics , statistics , geometry , archaeology , history

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.

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