A consumer‐driven model for mass customization in the apparel market

The overall purpose of this research was to explore the potential for applying mass customization in the apparel manufacturing and retail sectors by investigating consumers’ interests in it as a concept. A series of seven focus groups were used to explore consumer preferences related to mass customization and to identify potential barriers to adoption of the concept. Potential scenarios illustrated with video were used to describe how mass customization might be implemented. A deductive approach to data reduction allowed researchers to distill and describe data according to predetermined categories and to identify additional categories that emerged in the analysis. Converging positive consumer comments moved researchers forward in understanding the concept while negative comments were viewed as barriers. The result was the construction of a consumer‐based model which provides an initial framework for researchers and the business community to use in exploring how the paradigm of mass customization could be applied as a business strategy in the apparel industry.