Table 4. Research gaps and future... | Emerald Publishing

Table 4.

Research gaps and future research directions

TCCM	Research gaps	Future research directions
Theory	No study using masstige theory or prospect theory to study the context of innovation and personalization in fashion and textiles	(1) How can masstige theory, which discusses the creation of mass prestige in the case of marketing premium products, be used to personalize fashion products? (2) How can prospect theory be used to explain the perception of risk customers have in the use of technology to address their personalization needs in fashion, and how does it influence their decision-making?
Context	No study that explores the use of the metaverse as a platform The majority of studies have participants in their twenties and thirties as the sample for the study. Limited studies that have the elderly as a sample group No study has explored the LGBTQ community in its sample Limited studies exploring the personalization needs of customers with special necessities Few studies exploring the customer attitude in the end-of-life stage of a garment Studies exploring the need for personalization in the context of fashion accessories are scarce Relatively few studies exploring the importance and challenges linked to personalization and mass customization from the perspective of customers	(3) How can organizations use metaverse to increase customer experience of personalized products and services? (4) What is the perception of customers in the fifties and sixties concerning the use of technology for personalization in fashion, and how can firms address it through innovation initiatives? (5) What is the perception of the LGBTQ community concerning the use of technology for personalization in fashion, and how can firms address it through innovation initiatives? (6) How can fashion firms innovate to address the needs of customers with special necessities? (7) What are customer attitudes towards the purchase/sale of thrift apparel, and how can firms innovate their business models to capture the trend? (8) How important is the personalization of their fashion products for customers? What are the challenges customers face concerning adopting personalized products, and how can firms enhance their experience?
Characteristics	Few studies explore sustainability as an outcome desired by customers Few studies explore the influence of differences in cultures, lifestyles and values of customers in global markets on their needs for personalization No study explores the role of lead users in the fashion industry and how they can assist in the innovation efforts of fashion firms No study exploring the impact of open innovation/crowdsourcing of ideas in designing fashion apparel No study exploring the criteria to be used for the identification of partners for allying and the challenges of working in collaboration No study exploring the influence of socio-demographic variables (age, gender, educational background, income level), etc. on the use of social media tools to address the personalization needs of the targeted customers No study exploring the influence of personalization efforts of firms in fashion and textiles on customer loyalty No study exploring customer expectations when they act as co-designers	(9) The sustainability aspect of personalization and mass customization can be explored (10) How can firms capture the differences in cultures, lifestyles and values that influence the personalization needs of customers in global markets? (11) What criteria do firms use to identify lead users in the fashion industry? How can lead users influence the personalization needs of the targeted community? How do lead users influence the diffusion of new styles and fashion in the targeted community? (12) How can open innovation and crowdsourcing be effectively used in the design and other stages of fashion apparel? 13) How can firms identify the right partner to get into an alliance (customer/supplier/competitor firm)? (14) How do socio-demographic variables moderate the relationship between the use of social media tools and satisfying the personalization needs of targeted customers and their intention to purchase? (15) What is the impact of the personalization efforts of firms on customer loyalty? 16) What expectations do customers have when co-designing a particular product? (17) Are the personalization needs of customers different for apparel versus footwear versus accessories, and how can firms innovate to address the difference? (18) Is fashion a consumer-driven or retailer-driven industry?
Methods	The majority of studies have adopted a qualitative approach to study the technology/innovation initiative, focusing on using a single method, either a case study or an experiment. Very few studies have adopted a multi-method approach Very few studies, a total of 3 in number, have adopted a mixed-methods approach Very few studies have adopted a cross-case analysis of multiple cases from different national contexts	(19) Multi-method approaches can be adopted to triangulate and strengthen the findings of studies (20) Mixed-methods approaches can be adopted (21) Multiple case studies with similarities and differences across cases from different national contexts/cultures can be adopted

TCCM	Research gaps	Future research directions
Theory	No study using masstige theory or prospect theory to study the context of innovation and personalization in fashion and textiles	(1) How can masstige theory, which discusses the creation of mass prestige in the case of marketing premium products, be used to personalize fashion products? (2) How can prospect theory be used to explain the perception of risk customers have in the use of technology to address their personalization needs in fashion, and how does it influence their decision-making?
Context	No study that explores the use of the metaverse as a platform The majority of studies have participants in their twenties and thirties as the sample for the study. Limited studies that have the elderly as a sample group No study has explored the LGBTQ community in its sample Limited studies exploring the personalization needs of customers with special necessities Few studies exploring the customer attitude in the end-of-life stage of a garment Studies exploring the need for personalization in the context of fashion accessories are scarce Relatively few studies exploring the importance and challenges linked to personalization and mass customization from the perspective of customers	(3) How can organizations use metaverse to increase customer experience of personalized products and services? (4) What is the perception of customers in the fifties and sixties concerning the use of technology for personalization in fashion, and how can firms address it through innovation initiatives? (5) What is the perception of the LGBTQ community concerning the use of technology for personalization in fashion, and how can firms address it through innovation initiatives? (6) How can fashion firms innovate to address the needs of customers with special necessities? (7) What are customer attitudes towards the purchase/sale of thrift apparel, and how can firms innovate their business models to capture the trend? (8) How important is the personalization of their fashion products for customers? What are the challenges customers face concerning adopting personalized products, and how can firms enhance their experience?
Characteristics	Few studies explore sustainability as an outcome desired by customers Few studies explore the influence of differences in cultures, lifestyles and values of customers in global markets on their needs for personalization No study explores the role of lead users in the fashion industry and how they can assist in the innovation efforts of fashion firms No study exploring the impact of open innovation/crowdsourcing of ideas in designing fashion apparel No study exploring the criteria to be used for the identification of partners for allying and the challenges of working in collaboration No study exploring the influence of socio-demographic variables (age, gender, educational background, income level), etc. on the use of social media tools to address the personalization needs of the targeted customers No study exploring the influence of personalization efforts of firms in fashion and textiles on customer loyalty No study exploring customer expectations when they act as co-designers	(9) The sustainability aspect of personalization and mass customization can be explored (10) How can firms capture the differences in cultures, lifestyles and values that influence the personalization needs of customers in global markets? (11) What criteria do firms use to identify lead users in the fashion industry? How can lead users influence the personalization needs of the targeted community? How do lead users influence the diffusion of new styles and fashion in the targeted community? (12) How can open innovation and crowdsourcing be effectively used in the design and other stages of fashion apparel? 13) How can firms identify the right partner to get into an alliance (customer/supplier/competitor firm)? (14) How do socio-demographic variables moderate the relationship between the use of social media tools and satisfying the personalization needs of targeted customers and their intention to purchase? (15) What is the impact of the personalization efforts of firms on customer loyalty? 16) What expectations do customers have when co-designing a particular product? (17) Are the personalization needs of customers different for apparel versus footwear versus accessories, and how can firms innovate to address the difference? (18) Is fashion a consumer-driven or retailer-driven industry?
Methods	The majority of studies have adopted a qualitative approach to study the technology/innovation initiative, focusing on using a single method, either a case study or an experiment. Very few studies have adopted a multi-method approach Very few studies, a total of 3 in number, have adopted a mixed-methods approach Very few studies have adopted a cross-case analysis of multiple cases from different national contexts	(19) Multi-method approaches can be adopted to triangulate and strengthen the findings of studies (20) Mixed-methods approaches can be adopted (21) Multiple case studies with similarities and differences across cases from different national contexts/cultures can be adopted