Merchandising/Marketing/Retailing: Management

From Mass Customization to Mass Personalization: A Perspective of the Fashion Industry in China

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Abstract

Chinese fashion consumers increasingly demand personalized shopping experiences to meet their individualized needs. Increasingly, mass customization (MC) has been implemented indifferent aspects of the Chinese fashion industry at different degrees and forms. Moreover, the advancement of internet-embedded innovations has given the rise of increasing consumers’ demand toward personalized experiences rather than simply customized products. Unlike product-focused MC, mass personalization (MP) has great potential to satisfy diversified and unique consumer needs through not only personalized products but also personalized services and communication, hence, giving personalized experiences. Considering the importance of meeting individual consumer’s needs, a significant transformation of the current business models is expected to be occurring to achieve MP. Therefore, through case analyses, this study aims to gain an insight of the development and application of MC to MP in the Chinese fashion industry, raising the level of debate on MP issues.

Keywords: Fashion, Mass personalization, Mass customization, China

How to Cite:

Meng, P., Lee, H. & Xu, Y., (2022) “From Mass Customization to Mass Personalization: A Perspective of the Fashion Industry in China”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13302