Mass Customization in Apparel Industry

6705 Words27 Pages
Mass Customization in Apparel & Footwear Industry– Today’s Strategy, Future’s Necessity Mass Customization has gained momentum over Mass Production in the apparel & footwear industry. This paper talks about why we should look at this business strategy and how this concept has evolved over a period of time. There are many apparel & footwear players adopting this concept but at intermittent stages. The prime drivers of mass customization are technology, supply chain transformation and organizational restructuring. There has been major advancement on technological front starting from taking customer’s measurement through body scanning, to product development and finally to deliver the right kind of customized product to customer. There are…show more content…
During the last 15 years, choice has become an important ingredient of consumer purchasing decisions. Within this timeframe, the number of automobile models has increased from 140 to 260; the selection of soft drinks from 20 to 90. Today, the U.S. market alone offers consumers 3,000 brands of beer, 50 brands of bottled water, and 340 kinds of breakfast cereals. Retailers today not only want more collections per season but also more styles within the season. Various companies deliver new lines of clothes to their stores every four to six weeks. H&M and Zara, for example, have achieved this by speeding up the design cycle with computer technology. Zara uses data from its 426 stores to spot new trends, and offers 10,000 new products a year. TopShop sells as many as 30 pairs of knickers a minute, 6,000 pairs of jeans a day and 35,000 pairs of shoes every week. The shelf life of a garment has fallen from six months to a few weeks. This new consumer-oriented marketplace is forcing manufacturers to change from a "plan and push" product chain mentality to a demand-driven, "sense and respond" value chain. If we look at the evolution of the mass customization, the history takes us many years back. In fact our civilization started with mass customization in the preindustrialization era, moved to mass production and again today we are looking at mass customization in the near future. But there is huge difference in today’s
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