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Apparel Mass Customization Digital Natives: New Insights into Development and Technology Implementation

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  • Moudi Almousa

Abstract

Despite advancements in manufacturing and information technologies along with innovative operating models and engineering designs, apparel mass customization (MC) has mostly not lived up to its expectations. The main goal of this study is to explore digital native apparel MC companies and establish relevant insights concerning development and technology implementation. The study starts by facilitating a comprehensive literature review to explore apparel MC and related technologies, combined with exploring its implementation in different successful digital native cases. Following a descriptive-analytical approach, this paper offered insights into current technology implementation and utilization in the apparel MC industry, and then classifies their practices from low to high technology adoption. Moreover, by exploring real world cases, the paper developed insights on technology application of MC, which can guide strategic directions in order to accelerate a successful implementation of MC in the apparel industry.

Suggested Citation

  • Moudi Almousa, 2023. "Apparel Mass Customization Digital Natives: New Insights into Development and Technology Implementation," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 15(2), pages 1-61, December.
    • Handle: RePEc:ibn:ijmsjn:v:15:y:2023:i:2:p:61
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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