Apparel Mass Customization: Exploring Canadian Consumer Attitudes

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Hawa, Hala T.




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.


Design and Decorative Arts




Carleton University

Thesis Degree Name: 

Master of Design: 

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Thesis Degree Discipline: 

Industrial Design

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Theses and Dissertations

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