Merchandising/Marketing/Retailing: Management

Artificial Intelligence in Fashion Customization: Consumers’ Perceived Values and Barriers

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Abstract

Advancements in AI have lowered the barriers to fashion design by enabling automated product generation, presenting significant potential to revolutionize customization in the fashion industry. This study investigates consumers' perceived values and barriers to adopting AI-enabled fashion customization. Two focus groups, involving a total of 20 participants, were conducted. Participants used H&M’s AI customization tool, Creator Studio, to design clothing and subsequently engaged in open-ended discussions. Thematic analysis using NVivo 14 identified key values associated with AI-customized fashion products, including utilitarian, self-expressive, uniqueness, conditional, and emotional values. Additionally, the co-creation process was valued for its enjoyment, epistemic value, competence enhancement, creative fulfillment, and ease of use. However, barriers such as performance limitations, lack of user control, and ethical concerns were noted. These findings offer insights into the potential and challenges of integrating AI into fashion customization.

Keywords: generative AI, AI customization, desirability–feasibility framework, focus group

How to Cite:

Han, W., Lou, X. & Xu, Y., (2025) “Artificial Intelligence in Fashion Customization: Consumers’ Perceived Values and Barriers”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18603