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Challenges and critical successful factors for apparel mass customization operations: recent development and case study

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Abstract

Mass customization (MC), which is popular in the fashion industry, is proposed to provide customers with products with a high degree of adaptation and a price comparable to a mass product. Both the manufacturer and customers can benefit from it. However, how to properly apply the MC strategy when facing challenges in the real world needs more exploration. In this paper, we first review the related operations research literature. Then, we conduct a real case study of a fashion company adopting MC in China. We highlight the challenges and critical successful factors for implementing apparel MC. We identify important technologies in fashion MC systems. We also propose future research opportunities on MC operations in the fashion industry.

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Acknowledgements

The authors would like to thank Ms. Yunlan Zhang, the President of Kutesmart Co., Ltd., for her valuable support and assistance for the case study. This paper is supported by Beijing Higher Education Young Elite Teacher Project of Beijing Municipal Commission of Education in China with the account code of CIT&TCD201804043.

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Authors and Affiliations

  1. Business School, Beijing Institute of Fashion Technology, Beijing, China

    Na Liu & Hongshan Zhao

  2. Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

    Pui-Sze Chow

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  1. Na Liu
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  2. Pui-Sze Chow
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  3. Hongshan Zhao
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Correspondence to Hongshan Zhao.

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Liu, N., Chow, PS. & Zhao, H. Challenges and critical successful factors for apparel mass customization operations: recent development and case study. Ann Oper Res 291, 531–563 (2020). https://doi.org/10.1007/s10479-019-03149-7

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