Mass Customization of Wedding Gowns: Design Involvement on the Internet

Rita Choy · Suzanne Loker

29 citations0/0 files storedClothing and Textiles Research Journal

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Product Development and Customization Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

After an extensive search of bridal web sites was conducted and categorized in Fabruary and March 2001, a research web site was developed to study mass customization of wedding gowns. It offered choice of design features or components through interactive illustrations and was based on Duray’s conceptual framework of mass customization (Duray, 1997; Duray, Ward, Milligan & Berry, 2000). The site served as the experimental treatment for subjects. Following their visit to the site, the subjects completed a questionnaire that dealt with their experience and personal demographic information. A convenience sample of 100 young women between the ages of 18 and 32 was identified through e-mail recruitment. Results confirmed a high overall interest in involvement with the design of a wedding gown. Yet those subjects who were very interested in design involvement were significantly different than those who were less interested in spending more time or paying more money. Subjects who owned more personal technological devices and spent more time on computers and the Internet were significantly more willing to purchase the designed gown. Four categories of bridal web sites were identified based on site characteristics and strategies: marketing, browsing, advice, and customizing. Involvement in wedding dress design on the Internet is not yet available but appears to hold potential for the bridal industry. Research that studies the identification of potential customers by their high interest in design involvement, evaluation of product type and other interactive opportunities for design involvement, and use of Internet customization strategies with other channels of distribution is recommended.

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References

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