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Fashion or Function: Examining Consumers' Perceived Values of Mass-Customized Menswear via a Content Mining Approach

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  • Yuli Liang

    (Texas State University, USA)

  • Snigdha Rangineni

    (Texas State University, USA)

  • Chuanlan Liu

    (Louisiana State University, USA)

Abstract

Mass customization has been used in various clothing products including T-shirts, dress shirts, jeans, sports shoes, accessories, etc. However, even though the concept of mass customization has been accepted among scholars and business practitioners, and the application of mass customization has been practiced in the fashion industry for more than two decades, the acceptance among ultimate consumers and the market of MC in the apparel industry has not taken off yet. To this end, this study intends to fill the identified gap through a content mining exploratory qualitative study using customer value theory to evaluate individual consumers' actual customization experiences. Results identified that functional value, self-expressive value, and aesthetic value were derived from menswear customization experiences. Among them, functional value (e.g., quality, fit) is the dominant dimension of value derived from menswear customization experiences, and it determined consumers' overall attitudes toward mass customization of menswear.

Suggested Citation

  • Yuli Liang & Snigdha Rangineni & Chuanlan Liu, 2022. "Fashion or Function: Examining Consumers' Perceived Values of Mass-Customized Menswear via a Content Mining Approach," International Journal of Business Analytics (IJBAN), IGI Global, vol. 9(6), pages 1-18, October.
    • Handle: RePEc:igg:jban00:v:9:y:2022:i:6:p:1-18
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    References listed on IDEAS

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    1. Masood Fathi & Morteza Ghobakhloo, 2020. "Enabling Mass Customization and Manufacturing Sustainability in Industry 4.0 Context: A Novel Heuristic Algorithm for in-Plant Material Supply Optimization," Sustainability, MDPI, vol. 12(16), pages 1-15, August.
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