Apparel Mass Customization: Exploring Canadian Consumer Attitudes

Apparel mass-customization is a relatively new service and product concept, which engages consumers in co-designing clothing online for a tailored product. This study explores Canadian consumers’ attitudes towards clothing, and assesses the potential for the adoption of this concept in Canada. This study is guided by multi-component attitude model, where attitudes are formed by cognitive, affective, and prior experiences. The findings indicate that Canadian participants have a positive attitude towards clothing, and the co-design process. Each of these findings is examined by a multi-layer consumer segmentation of gender, social tendency and shopping behaviour. The study uses mixed method approach. This includes both interview and questionnaire, with 13 adult Canadian consumers, and 11 industry experts from Canada and abroad. The findings are discussed in light of their relevance to apparel and user experience designers, marketers, and academic researchers. Key Words: Apparel Mass Customization, RTW Clothing, Custom Clothing, Co-design, Consumer Behaviour.

Name thesis:degree_name

Master of Design (M.Des.)

Level thesis:degree_level

Master's

Discipline thesis:degree_discipline

Industrial Design

Grantor dc:publisher

Carleton University

Year dc:date.issued

2016

Author dc:creator

• Hawa, Hala T.

Statement dc:rights

• Copyright © 2016 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.

Language dc:language.iso

en

DOI

10.22215/etd/2016-11314

OAI identifier oai:identifier

oai:carleton.scholaris.ca:20.500.14718/39495