J. Bellemare, "The Solution of a Clothing Mass Customization Program", in Proc. of 1st Int. Conf. on 3D Body Scanning Technologies, Lugano, Switzerland, 2010, pp. 60-67, http://dx.doi.org/10.15221/10.060.
The Solution of a Clothing Mass Customization Program
Ecole Polytechnique of Montreal, Departement of Industrial Engineering, Montreal (QC), Canada
Consumers are better educated and more demanding nowadays. They're no longer satisfied with standardized products that force them to compromise. It may be as small as a change in color or it could be a change in the functionality of the product. To meet customer expectations, clothing companies now have to manufacture or offer made-to-measure products. Brands that offer mass customization products are spreading through traditional businesses as well as the Web. In the clothing industry, some companies have successfully applied mass customization principles to their formerly standardized products.
The mass customization, as a business strategy, is an evolving concept in apparel industry intended to provide customized products through agile and flexible processes in high volumes and at sensibly low costs. Companies need to realize the degree of customization valued by the customers and the extent of customization that can be offered competitively. It is a challenge to the apparel industry to maintain a profitable business and still satisfy the customer. However, mass customization is not generally well understood or implemented by companies, due to problems related to measurements, pattern adaptation, and inflexible manufacturing methods and lead times. The developments in new technologies, such as 3-dimensional body scanning and digital printing, have the potential of enabling manufacturers to utilize mass customization business strategies that would allow them to more effectively meet the needs of specific customers.
This research project offers many possibilities for innovation and could constitute a major opportunity for certain players in the clothing industry. If prime producers want to seize the moment, they will have to better understand what is feasible in clothing mass customization. This understanding will enable them to devise a measurement configurator strategy that will create opportunities for more effective market segmentation, and thus help develop a new competitive advantage.
Mass Customization, Sticky informations, Product configurator, Apparel industry
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