Attitudes Toward Apparel Mass Customization: Canadian Consumer Segmented by Lifestyle and Demographics

The widespread of the Internet and mobile applications among consumers made it possible for them to access markets otherwise inaccessible. Manufacturers became able to reach consumers directly, thus reshaping their shopping experience. Technological advances in apparel manufacturing and e-commerce made apparel mass customization available to consumers online. Online clothing sales are rising in Canada and the USA, and so is the trend of customizing and personalizing products. However, relevant studies on consumer attitude and adoption and lifestyle segmentation are very limited in general and missing the Canadian market. Moreover, none included dress social tendency as segment. This qualitative study is the first to explore the uptake of apparel mass customization online by Canadian consumers and identifies its ideal target market using multilayer consumer segmentation. This multilayer segmentation is also the first to apply the dress social tendency theory in conjunction with clothes shopping behaviour and demographic data that includes body mass index (BMI). Data collection methods include an interview and a questionnaire. The sample consists of thirteen (13) participants, aged 21–65, 8 females and 5 males, from various cultural backgrounds, all residents of Ottawa, Canada’s capital. This study provides Canadian consumer attitudes toward apparel mass customization and identifies characteristics of its ideal target market. Its methodology and findings contribute as the basis for a large-scale quantitative study applicable to various global markets including that of Canada. The findings would be of interest to apparel mass customization management and marketing executives and user experience researchers and designers.