The role of mass customisation in the apparel industry

Abstract

During the past decade, the textile and apparel industries around the globe have been trying to adjust to a rapidly changing business environment. While the manufacturing bases have moved into the developing countries, the developed countries have gone high tech in a bid to maintain an edge over the low-cost competitors. Apparel purchasing is moving out of the physical domain into the virtual domain and mass customisation seems to be the only way to win and retain buyers. Ten years back, jeans maker Levi Strauss announced something just as revolutionary: It will begin offering customised versions of its classic denims to fit every woman's body type. The term Mass customisation well defined the aforementioned process of providing fit garments according to the body size. Mass customisation in the apparel industry is a revolutionary one. It provides a product according to the choice of the consumers. This paper reviews the role of mass customisation in the competitive apparel industry. The requirements and future challenges for mass customisation are also discussed.

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