A Study on the Preference Level of Fashion Customization System according to Consumer Characteristics 


Vol. 58,  No. 5, pp. 259-266, Oct.  2021
10.12772/TSE.2021.58.259


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  Abstract

The demand for mass customization is increasing recently due to the diversification of consumers' tastes as well as the advancement in production technology. Therefore, it became essential for consumers to participate in product design and production stages as prosumers. In this case, guidelines on how and at which stage the consumers should be engaged are necessary. In this study, a methodology has been developed that determines the level of customization service according to the customer types, which is essential in establishing an effective marketing strategy required for the mass-customized production of fashion products. For this, a series of fashion customization service experiences were provided to consumers in their 20s and 30s, and a comprehensive survey was conducted to classify the consumer types into four categories. The customization level of the system was set to three and it was found that there was a significant difference in the preferred level of customization service for each consumer type.

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pISSN : 1225 - 1089
eISSN : 2288 - 6419

한국연구재단 우수등재학술지 유지 (2022년)