What Are Examples of Mass Customization Used by Fashion Brands

Open up access peer-reviewed chapter

Does Mass Customization Enable Sustainability in the Way Industry?

Submitted: March 6th, 2019 Reviewed: June 28th, 2019 Published: Oct 1st, 2019

DOI: 10.5772/intechopen.88281

From the Edited Book

Manner Industry

Edited past Riccardo Beltramo, Annalisa Romani and Paolo Cantore

Abstract

Fashion industry evolves today as one of the largest yet among the top of the well-nigh polluted industries in the world. Fashion has get cheap and affordable; hence, the consumption has risen to an unsustainable level. H2o and energy consumption, hazardous chemical usage, resources depletion, and waste product generation are among the key environmental impacts created by the way manufacture. To foster the sustainability in the fashion industry, development of new business concern models that minimize the ecology damage is urged. This chapter reviews the possibility of a mass customization strategy to become a sustainable business model in the fashion industry. 7 key elements that could maybe enhance sustainability are discussed, and information technology is ended that further advocacy of technologies and growing consumer desires to purchase sustainable products will brand mass customization a viable sustainable business organisation model.

Keywords

fashion industry sustainability
mass customization
personalized fashion
sustainable fashion

D.One thousand.M. Dissanayake*
- Department of Material and Clothing Technology, University of Moratuwa, Sri Lanka

*Address all correspondence to: geethadis@uom.lk

1. Introduction to mass customization

In today's fashion market place, consumer'due south desire has been changed from purchasing a mass-produced wearing apparel to a more personalized garment with the right fit and preferred design. This growing desire of product personalization demands apparel manufacturers to move away from mass manufacturing to mass customization [1]. Mass customization in the apparel manufacture refers to producing a personalized fashion by adopting private consumer taste, at the correct time and at the right cost. In mass manufacturing, high volumes of identical items are produced, even so in mass customization, unique items are produced for private customer desires [2, 3] for a relatively large market, nevertheless with efficiency comparable to mass manufacturing [4, 5]. Mass customization is also described every bit a technology-assisted product procedure where customers are given the opportunity to change the traditional mass product process to produce their preferred design and fit [6]. Glimore and Pine define this as a collaborative approach where the manufacturer customizes a product based on customer desires identified through a proper dialog [7]. Davis get-go brought up the concept of mass customization; emphasizing new technologies will facilitate manufacturing customized products in mass ground [8]. As Nayak et al., argue, apparel purchasing is rapidly moving out of the physical domain into the virtual domain, and technological advancements in the manner industry such as virtual prototyping, three-D body scanning, and computer aided pattern/ manufacturing (CAD/CAM) have already brought mass customization into a reality [2].

Making personalized garments is not entirely a new concept in apparel manufacturing. In pre-industrialized economy, garments were custom-made, catering individual consumer requirements. Measurements were taken from each consumer and the garments were made every bit 'one-off' pieces with a preferred style and cloth. Consumers used to brand their own clothes at habitation or obtained the service of a tailor to make their garments with their design choice. Yet, making personalized garments was time-consuming, incurred loftier unit of measurement cost and was not efficient consumption-wise. Furthermore, when getting the service of a tailor, customer had to look days or weeks to receive the finished garment.

Industrialization made a massive impact to the way garments were fabricated. Production systems were developed to mass produce standard designs with standard sizes at low unit of measurement cost. This mass manufacturing strategy facilitated a cost-effective and efficient way of manufacturing garments in a shorter period of time than manufacturing one-off pieces. This led the customers to move away from making personalized garments to the purchase of mass-produced fashion at affordable prices. This eliminated the client waiting time, as mass-manufactured fashion wearable was ready available to purchase over the counter. Nevertheless, in the mass-manufacturing process, continuous production run of high volumes made the customization incommunicable [eight], and therefore customers concluded up having only few styles in high volumes and different size ranges. However, mass-manufactured fashion clothing quickly captured the consumer market place as customized clothing could not compete with the cost and time.

2. Unsustainability of the mode industry

Mass production and consumption in the mode industry brought upward numerous sustainability issues forth the product life bike. Mass manufacturing enables fashion clothing at affordable prices, which led to increase the consumption and disposal rates [9]. Increasing world population and ever-changing consumer tastes likewise fuelled unsustainable production, consumption, and throw-abroad practices [ten]. The fashion industry today is characterized by fast-changing fashion cycles, high volumes of production, overconsumption, and frequent disposal habits [11]. To fulfill the ever-increasing demand for manner products in today's world, natural resource are being consumed in a fast charge per unit than the fourth dimension required for them to regenerate. Consumption of natural resource such as massive volumes of water, petroleum-based cobweb product, utilise of chancy chemical, and energy consumption take already made nonreversible impacts in terms of depletion of resources and creating ecology pollution [12]. Offshore product led to increment the energy consumption, transportation emissions, uncontrolled waste matter generation, and adverse ecology and social impacts, mostly in the to the lowest degree adult countries where manufacturing plants are located [xiii, 14]. It is estimated that the way industry would contribute to a quarter of world carbon budget by 2050, if the current phase of product and consumption continues [15].

Style industry today is listed every bit ane of the almost polluting industries in the world, therefore experiencing an increasing pressure to integrate sustainability into its supply chain [16, 17]. Industry is already working on adopting sustainability concepts and strategies, yet the integration of new sustainable business models is urged as one promising path to enhance sustainability. In this scenario, mass customization has been identified as one such viable strategy that carries the potential to create both economically and environmentally sustainable business models [18, 19].

three. Enabling sustainable fashion through mass customization

A growing number of dress manufacturing companies accept shown their involvement to adopt a mass customization strategy [20, 21]. This is a promising approach in overcoming some of the sustainability challenges inherited in the mass manufactured business model, yet the producers all the same show their interests but from an economic viewpoint. However, careful analysis of the characteristics of mass customization provides positive insights into reducing excess production, overconsumption, extending product life, and minimizing waste generation. Therefore, it is vital for the manufacturers and retailers to wait into this strategy not but in an economic perspective, but likewise in environmental and social perspectives as well. The following section briefly discusses several possibilities that mass customization may foster sustainability in the fashion manufacture.

3.1 Improved relationship with the production

Several authors have highlighted the requirement of improving customer attachment to the product, in order to slow down unsustainable consumption and disposal habits [22, 23, 24]. Mass customization offers an improved customer relationship to the production and the producer. Each customer is personally treated, which helps to retain a client long term through the evolution of trust and relationship between the supplier and the customer. In the mass manufacturing procedure, the customer is not directly connected with the manufacturer, and their products are made based on general market place research and trend information [25]. Nevertheless, in the procedure of customization, the customer becomes the co-designer, who actively involves in the product development procedure [26]. This offers the client a sense of belongingness and attachment to the product and procedure, even before purchasing the product. This process of involvement could probably replace the joy of customer shopping experience and provides a higher level of satisfaction with the total experience of creating and purchasing personalized way clothing. Customer builds upwards a positive relationship with the production, which ultimately keeps the customer attached to the product for a longer menses of time than a mass-produced garment, in which the time between purchasing and disposal has become but a matter of weeks.

The mass customization strategy creates an online platform for the customers to visualize while creating the design and make changes until they are satisfied with the final look. I drawback of online purchasing of wearable in full general is highlighted every bit the inability to confirm the fit before the purchasing decision is made. Digital advocacy in the customization process allows overcoming this issue by facilitating the client to view the design and fit of the garment before making the purchasing determination. 3-D body scanning and virtual prototyping technologies enable online fit sessions fifty-fifty before the garment is physically being made; thus, customer satisfaction is ensured every bit early on as the product development stage. The advancement of applied science embedded with the mass customization process is such that the customer tin can endeavor out few different style changes virtually and observe the fit and fashion, before making the purchasing decision. This experience indeed brings higher customer satisfaction than visiting a shop and trying out a garment where at that place is no opportunity to change based on customer desires. Therefore, the mass customization strategy promotes a better relationship betwixt the customer and the product, starting from the design phase itself. This relationship ultimately keeps the customers happy about their purchasing conclusion and the production.

3.2 Extended user phase

The time flow a garment is used by the consumer depends on various complex factors; yet the degree of consumer attachment to the production is definitely a one central cistron, as discussed in Section 3.i. During the customization process, unlike in mass manufacturing, customer attachment to the product is already built up with the interest of the customer as a co-designer. This sense of ownership and belong-ingness, together with the uniqueness of the product, make the consumer keeps the garment for a longer period than a mass-manufactured garment with a standard design.

Moreover, mass-manufactured inexpensive vesture has increasingly get disposable commodities over the last decade. Herein, fashion clothing is meant to be bought, worn once or twice, and quickly tending of. Availability of vesture in mass scale at affordable prices pushed consumers for unsustainable purchasing and consumption behaviors and invited them to get a function of a throw-away culture. Fast cycle fashion products tend to be manufactured in such a mode that the consumers are pushed for short product life cycles, where the quality is compromised for low toll. This led to create high volumes of waste generated in monthly or fifty-fifty weekly basis, pausing environmental threats. Even though it has been emphasized that improving the production quality and increasing selling prices would slow downwards the damage, growing competition among retailers to increment the sale volumes pushed them for a toll competition, where clothing has become cheaper and affordable across consumer segments than ever before. Consumption has get a addiction, and habiliment is bought for fun, entertainment, and even for unmarried employ; thus, long term attachment to the production appears to be impossible to achieve [27].

In contrast, many researchers highlighted the customers' growing desires to pay a premium price for a long-lasting, personalized product [28, 29]. This is generally associated with the consumers' willingness to express their individuality through what they article of clothing. When a customer pays a premium price for such a personalized product, it is no longer fallen under the category of disposable article. Moreover, the product is carefully thought through in the pattern phase and the cost reflects the design and quality, and thus customer satisfaction regarding the product becomes high. This satisfaction motivates the consumer to pay additional toll, proceed the garment for a longer time than usual, and avoids frequent purchasing of inexpensive, mass-produced and depression-quality clothing. Therefore, through the mass customization strategy, there is a possibility of extending the utilise stage of the garment life and reducing the environmental burden created by ever-increasing resource extraction for fast phase production.

3.3 Waste minimization

Cheap, industrialized mass product converted way into a fast and disposable commodity. The concept of fast fashion is described as a quick response organisation that caters ever changing, yet uncertain market place demands, by offering highly fashionable yet cheap, low-quality vesture with short life cycles [22, 23]. While this drives the profitability of the fashion business, ever-increasing consumption and disposal of clothing poses environmental challenges. In fast manner phenomena, clothing is made for single employ and and so thrown away; thus, the employ of low-quality materials avoids the possibility of reuse or recycling. Moreover, due to the increasing use of synthetic materials with cobweb blends, clothing wastes become neither biodegradable nor recyclable.

Even though frequent purchasing of new clothing keeps the customer emotionally satisfied for some fourth dimension, the attachment to the product fades away soon due to fit, quality problems, and also the fact that new style items are available to buy almost every week. Moreover, wide availability of similar styles in mass-manufactured organization does not bring the consumer the emotional satisfaction of having a unique product. Therefore, the garment is thrown away every bit new or after single use, generating significant volumes of article of clothing waste product. Global production of article of clothing has doubled over terminal xv years, yet half of the purchased items were thrown away within less than a year [15].

There is a growing desire for customized apparel due to client dissatisfaction of purchasing mass-produced garments due to fit, quality, or design problems. Mostly the customer has to compromise between fit and manner, which results in the garment hanging in the wardrobe without any use or throwing away within a shorter time menses than that was interned to keep. Mass customization could dramatically reduce purchasing of apparel that client is not fully satisfied with. Equally discussed above in Sections 3.1 and 3.ii, personalized styles with right fit and quality would extend the use phase of the product. Customer desire to follow fast fashion tendency and throw away culture volition be reduced due to customization pick. Slowing downwards the rate of purchase of mass-produced dress will reduce the demand for fast fashion.

Nevertheless, by actively engaging in the customization process, the client could engage in a different level of thinking process and too proceeds a design experience, which may provide improve satisfaction than a time-consuming, wasteful, and sometimes an unhappy shopping experience. Once the customers first enjoying the appointment in the customization process, their random purchase of mass-manufactured apparel volition be reduced. Reduction in the purchase of unwanted dress or less fitted apparel means the reduction in disposal and waste generation. In mass production, quantities are based on predicted marketplace demand, and therefore forecasted sales figures are not 100% accurate. This causes overproduction and unsold stocks in the sales store, resulting in waste generation. In mass customization, production is based on bodily demand, and therefore, unnecessary product and unsold stocks tin can be eliminated. This strategy facilitates minimizing wasteful resource consumption and excess production, which in turn reduces the environmental burden.

In mass manufacturing, stock property cost is high every bit goods are produced few months in advance and besides distribution inventories are added up to the total stock-holding cost. Yet, mass customization offers on-need production where goods are produced later the order has been placed [26]. Therefore, raw cloth inventories, mail-product, and distribution inventories could be kept to a minimum. Moreover, unsold stock tin be eliminated as production is based on actual orders from the stop consumer. This helps to reduce high inventory cost and store infinite.

3.4 Enabling eco-friendly press technologies

Traditional printing techniques in the mass manufacturing procedure are time consuming, resources-intensive, polluting, and wasteful [2, thirty]. All the same the digital printing technology has the potential to reverse the trend to a more eco-friendly printing solution [30]. With the mass customization strategy, in that location is a possibility to supervene upon conventional industrial press with digital printing technologies. Digital printing facilitates press individual and unique designs, but according to the order. Digital press technologies such as inkjet or sublimation press are less time-consuming, flexible, and offering a price-constructive solution for customized printing. Gupta highlighted the benefits of inkjet printing every bit personalization and quick response, ability to re-create the original design fast, ability to impress already made products, environmentally friendly production process, and cost saving due to short fabric lengths and reduced stocks [30].

Digital printing offers the customization in the printing phase where completely new prints can be incorporated for each individual garment. Thus, the customer gets two stages to personalize the product, kickoff in blueprint stage and and then in printing. This is a ameliorate way to customize the product while minimizing the ecology impact of printing. This pick saves meaning amounts of free energy, water, and chemicals, compared to mass-calibration industrial printing such as rotary or screen printing.

three.5 Enabling repair, reuse, or recycling models

As the mass customization process builds up a shut relationship with the consumer, implementation of product service systems and product take dorsum systems would be a possibility. There is a growing emphasis on extending the use phase of wearable past offer after sales services such as repairing, where a consumer can bring the product to a service center for repairing or upgrading. When the consumer is no longer interested near the product and wants to dispose, this can be washed though a production have back arrangement with some incentive given to the consumer for returning the product, such as discounts over the next purchase. Benefits of product take dorsum systems can be gained by disarming the consumer during the product pattern stage to utilize the materials that can exist recycled. Returned products can be reused or recycled to minimize the production'south end of life environmental brunt. With the mass customization strategy, all those sustainable finish-of-life product options that are existence extensively discussed in general mass production arrangement, and viewed as challenges so far, tin come into a reality.

three.6 Enhancing consumer awareness of sustainable manner

When customer becomes the co-designer of the product, ecology impacts of their product decisions can be easily and effectively communicated during the design stage. This tin can create a platform for discussion on developing an environmentally responsible product though an constructive dialog among the producer and client. The producer tin can make the consumer mindful near product sustainability and influence on how to become an environmentally responsible consumer past selecting sustainable product, consumption, and disposal strategies.

Integrating sustainability into the fashion design procedure has been identified equally the virtually effective way of making a sustainable style product [31, 32]. In the mass customization procedure, this can be facilitated through an integrated sustainability indicator tool within the collaborative blueprint process. Integrating a user friendly uncomplicated software tool to betoken the sustainability impact of their selection of cloth, design, colors, and recycling options can influence the consumer to make sustainable choices in the design stage. This type of an interface would bring benefits to the producer and consumer as the sustainability choices are made through a common agreement among both parties. This results in an constructive collaborative sustainable design exercise, rather than producer making a sustainable fashion piece and trying to convince the client to purchase that without understanding the sustainably impacts of their purchasing decision.

3.7 Moving from global to local production

Mass customization is characterized past client-axial product, competitive cost of manufacturing, and timely delivery of finished goods. In this scenario, to facilitate maximum flexibility in production and short product development cycles, manufacturing base of operations has to be moved away from mass-scale offshore production centers to more local-based manufacturing [33]. The current offshore production system brings non simply an ecology toll, but as well a social cost. Inexpensive labor, poor working atmospheric condition, low wages, and extended working hours are among the cardinal social impacts of the electric current arrangement. The absence of environmental regulations allows these developing nations to use hazardous chemicals which are banned in Eu countries and to continue water and land pollution by releasing both effluent and solid waste to the environment without proper treatments.

Shifting manufacturing operations back to the countries where majority of the consumption is taking identify can reduce the extensive ecology and social damage caused by the global supply chain. Local product has to be adhered to the state-specific environmental regulations and labor laws. This helps the consumer to empathise the impact of their consumption behaviors to their environment and the society. Moreover, local production facilitates meliorate control of production and quality, better working weather, short lead times, and local employment opportunities and reduces the toll and emissions associated with global calibration transportation.

4. Word

Analysis of the mass customization strategy in environmental and social perspectives highlighted some positive facts towards supporting sustainability efforts of the fashion industry. This strategy facilitates user-maker connection, and therefore builds a close client relationship with the producer and a deep satisfaction with the production. This helps to extend the garment life and to consume products more responsibly than now in the case, while reducing the demand for frequent purchasing, thus slowing down the consumption. Manufacturers move away from product-axial to customer-centric arroyo, where customer plays an important role in the decision-making in the product development procedure. The best identify to integrate sustainability into whatsoever product is the design stage, rather than looking to resolve environmental burdens at the end of pipe line. A collaborative dialog among the customer and the producer during the design development stage can atomic number 82 to create an environmentally conscious production. Apart from environmental and social benefits, mass customization brings profit to the business in long run through minimizing excess product, reducing inventories and waste material generation. Satisfied customers with a particular producer go along their purchasing with the same company; thus loyalty builds upwardly and customer switching between companies will exist minimized. Shifting manufacturing base to local plants tin can dramatically cut down the cost associated with global supply chains and also lead times.

The mass customization strategy is already being adopted by various manufacturing industries such every bit automotive, reckoner, electronics, and clothing. Profitability in adopting mass customization is promising as many companies are reported to take double digit sales growth [34]. Similarly, manner companies accept shown their desire on shifting from mass manufacturing to the mass customization strategy. For example, companies such as Levi Strauss, Second Pare Swimwear, Nike, Addidas, and Puma take successfully incorporated mass customization into their businesses [2, 20]. Levi Strauss started offering customized jeans in 1995, and now expanded to a broader range of styles, colors, and fabrics. Nike ID programme allows the consumer to customize a pair of shoes using thousands of colour combinations and own embroidery designs [2]. Proper Textile, a US-based apparel company, offers customized men's shirts with the selection of fabric, color, and component blueprint. Famous fashion brands such as JC Penney, Ralph Lauren, and Land's End already offering a variety of customized products with a pick of fabric, color, and design while maintaining club to delivery time of iv–v weeks [35].

Various consumer studies have reported a positive trend towards purchasing customized apparels. Co-ordinate to the group consumer survey conducted past Taieb and Cheikhrouhou [36], 82% of the teenagers and 92% of the youth and adults have voted for customized products over mass manufactured products. Deloitte consumer review [37] conducted in the UK shows that 41% of the consumers have expressed their interest in purchasing customized wear, and 19% of the respondents accept already bought customized clothing. According to YouGov consumer survey conducted in the US for internet users, 29% of the respondents indicated that they have already purchased customized apparel or footwear [38]. Those studies discovered the growing awareness among consumers regarding customized products and the related benefits. They are also willing to pay a premium price for a customized product. According to the consumer research conducted by Deloitte, 88% of the survey participants are willing to pay an actress price for customized wearable [37]. A total of 67% of the YouGov survey respondents indicated their willingness to pay a premium price for a customized fashion [38]. Near importantly, consumers will do good through price customization equally the price of the product is dependent upon the degree of customization [26]. These consumer researches indicate that cost is not a barrier to adopt mass customization into the fashion business.

Mass customization is so far viewed by researchers and practitioners through economical and consumer perspectives, and the literature provides piffling show on environmental or social benefits of the strategy. It is expected that this foundation study would provide a platform for the academia and manufacture to view mass customization from a sustainability viewpoint. A full life bike assay would be useful in quantifying the environmental touch on of a customized production against a mass manufactured product, by considering the seven key sustainability factors discovered in this chapter.

5. Conclusion

This chapter offers an insight into the sustainability aspects of the mass customization strategy. Mass customization is becoming a growing trend in the fashion industry due to the changing consumer desires; yet the strategy is already proven to bring profit and sustainability into the business organisation. Digital technologies associated with mass customization facilitated an effective dialog betwixt the producer and the customer while completely cutting down the human travelling or sample transportation during the production development process. Major sustainability benefits of the strategy are identified as improved relationship between the product and the consumer, extended user phase of vesture, waste material minimization, enabling eco-friendly printing technologies, enabling repair, reuse, or recycling models, enhancing consumer sensation regarding sustainable fashion, and moving from global to local production. Fifty-fifty though mass customization nevertheless offers challenges to the producer in the operational stage, farther advancement of technologies and growing consumer desires on personalized products would make this a viable business model that brings positive impacts to the business in economic, ecology, and social perspectives.

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D.G.Yard. Dissanayake