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Dimensions of Customer Value for the Development of Digital Customization in the Clothing Industry

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  • Wen-Jie Yan

    (Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan
    Fujian Key Laboratory of Novel Functional Textile Fibers and Materials, Minjiang University, Fuzhou 350108, China)

  • Shang-Chia Chiou

    (Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan)

Abstract

Triggered by the rapid development of digital technology, Chinese clothing manufacturers have begun to provide digital customization for clothing. The digital transformation of clothing customization provides new opportunities to meet customers’ personalized needs and optimize production resources, and facilitates the sustainable development of the clothing customization industry. This study constructed dimensions of customer value in clothing customization, based on the development of the industry under digital technology. The research was divided into two phases: the first phase involved establishing customer value indicators through expert interviews, questionnaire design, and statistical analyses in SPSS; and the second stage involved the expert group conducting a consumer experience evaluation of a digital customization platform. Thirty customer value indicators were extracted and four dimensions were established: authenticity value, social value, aesthetic value, and utility value. The results of the study show that the value demands of Chinese consumers for apparel customization have shifted to perceptible authenticity values (service, experience, content). The four customer value dimensions proposed by this research can be used to evaluate customer value in digital customization consumption models.

Suggested Citation

  • Wen-Jie Yan & Shang-Chia Chiou, 2020. "Dimensions of Customer Value for the Development of Digital Customization in the Clothing Industry," Sustainability, MDPI, vol. 12(11), pages 1-27, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4639-:d:368015
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    References listed on IDEAS

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    2. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
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    2. Xu Chen & Chunhong Liu & Yao Jiang & Changchun Gao, 2021. "What Causes the Virtual Agglomeration of Creative Industries?," Sustainability, MDPI, vol. 13(16), pages 1-18, August.
    3. Kumar, Anil, 2021. "Analysing the drivers of customer happiness at authorized workshops and improving retention," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    4. Xue Min & Lei Shen & Xiangfang Ren, 2024. "The Role of Clothing Technology in Supporting Sustainable Fashion in the Post-COVID-19 Era," Sustainability, MDPI, vol. 16(19), pages 1-21, September.
    5. Wen-Jie Yan & Shang-Chia Chiou, 2021. "The Safeguarding of Intangible Cultural Heritage from the Perspective of Civic Participation: The Informal Education of Chinese Embroidery Handicrafts," Sustainability, MDPI, vol. 13(9), pages 1-21, April.
    6. Xu Chen & Chunhong Liu & Changchun Gao & Yao Jiang, 2021. "Mechanism Underlying the Formation of Virtual Agglomeration of Creative Industries: Theoretical Analysis and Empirical Research," Sustainability, MDPI, vol. 13(4), pages 1-21, February.
    7. Kwabena Abrokwah-Larbi, 2024. "The nexus between customer value analytics and SME performance in emerging market: a resource-based view perspective," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-20, December.

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