By: Ms. Seung-Eun Lee and Dr. Joseph C. Chen


Introduction


In todays apparel market, consumers desire to personalizethe style, fit and color of the clothes they buy (Apparel Industry: Consumercustomization, 1998; SRI Consulting, 1997). According to Kurt Salmon Associates1997 Annual Consumer Outlook Survey, 36% of consumers are willing to pay up to15% more for customized apparel and footwear, and will wait up to three weeksto receive their customized product (Apparel Industry: Consumer customization,1998). This report, however, does not negate the values of low cost and fastdelivery in the consumer market. Most of todays consumers require high-qualitycustomized products at low prices with faster delivery (Cameron, 1998). Withthis sort of consumer interest in mind, the concept of mass customizationemerged in the late 1980s.

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About the Authors:


Ms. Seung-Eun Lee is currently seeking her Ph.D.degree inthe department of Textiles and Clothing at Iowa State University and Dr. JosephC. Chen, PE is an associate professor in the Department of Industrial Educationand Technology at Iowa State University


Originallypublished in New Cloth Market: March 2010