• Journal of Fashion Business
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• v.26 no.6
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• The Research Journal of the Costume Culture
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• v.21 no.2
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• pp.272-286
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• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.

• Fashion & Textile Research Journal
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• v.23 no.6
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• pp.790-798
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• 2021

With digital technology innovation, increased data access and mobile network use by consumers, products and services are changing toward pursuing differentiated values for personalization, and personalized markets are rapidly emerging in the fashion industry. This study aims to identify trends in digital customized automation technology by deriving types of digital customizing and analyzing cases by type, and to present directions for the development of digital customizing processes and the use of technology in the future. As a research method, a literature study for a theoretical background, a case study for classification and analysis of types was conducted. The results of the study are as follows. The types of digital customizing can be classified into three types: 'cooperative customization', 'selective composition and combination', 'transparent suggestion', and automation technologies shown in each type include 3D printing, 3D virtual clothing, robot mannequin, human automatic measurement program, AR-based fitting service, big data, and AI-based curation function. With the development of digital automation technology, the fashion industry environment is also changing from existing manufacturing-oriented to consumer-oriented, and the production process is rapidly changing with IT and artificial intelligence-based automation technology. The results of this study hope that digital customized automation technology will meet various needs of personalization and customization and present the future direction of digital fashion technology, where fashion brands will expand based on the spread of digital technology.

• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.105-112
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• 2021

Unlike conventional online shopping malls that handle simple product sales, customization services have to be provided with a user-centered and smooth customizable work environment because of differences that buyers have to customize themselves. To study the ease of use of T-shirt customization web GUI, three websites that provide T-shirt customization services were selected to analyze the current status of T-shirt customization websites. Through prior research, we establish the evaluation principle as consistency and clarity, operability, feedback, coping with errors, sharing and ease of search. Based on this, the T-shirt customization web GUI design guidelines were drafted and three delphi surveys were conducted on GUI-related experts to prove the validity of the web GUI guidelines evaluation items that are effective in customizing T-shirts. This study is expected to contribute to increasing the production and usability of the T-shirt customization web and to be used as an effective reference for customization web GUI design.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1222-1236
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• 2012

This study examined the effects of product recommendation services as an atmosphere for online mass customization shopping sites on consumers' cognitive and affective responses. We conducted a between-subject experimental study using a convenience sample of college students. A total of 196 participants provided usable responses for structural equation modeling analysis. The findings of the study support the S-O-R model for a product recommendation system as an element of the shopping environment with an influence on OMC product evaluations and arousal. The results showed that OMC product recommendation service positively affected cognitive and affective responses. The findings of the study suggest that OMC retailers might pay attention to the affective and cognitive responses of consumers through product recommendation services that can enhance product evaluations and OMC usage intentions.

• Journal of the Korea Convergence Society
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• v.12 no.8
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• pp.23-30
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• 2021

Various customizing services are also being introduced in the fashion industry in line with the diversification of consumer tastes and the demand for small production of multiple varieties. However, barriers to entry are high for consumers who are not customized, and various functions are rather complicated. This study selected the three platforms that provide the most similar services to Marple, the No. 1 fashion platform sales, as comparative models and used them as a basic study for web-based fashion customization platform design through case analysis. As a research method, theoretical examinations were conducted through literature surveys, followed by web analysis based on layout, menu, color, icon, and interaction. The study found that the placement of options, the composition of menu windows, the number of point colors, and the use of icons without functions of metaphores hindered the use of customizing platforms. This work proposes a solution, and aims to contribute to increasing the usability of future customizing web by comprehensively analyzing the visual shaping elements of web platform design.

• Journal of the Korea Convergence Society
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• v.12 no.10
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• pp.19-25
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• 2021

This study contains the results obtained after two and a half years of developing a knitting customization website using a knitting machine. Recently in the fashion world, various services using customization are being provided, and devices that users can design directly using knitting machines are being developed. However the existing website for knitting machine does not provide a certain usability or layout, so it is difficult for users to use open source and custom design. Therefore, this study was conducted for the purpose of developing a website that provides ease of use to users who will use the knitting customizing service using a knitting machine. As a research method, the first usability evaluation was conducted by synthesizing the studies conducted for the knit customization website development work. As a result of the study, found the problems of the initial custom screen and the initial output screen were found, and convenience, intuition, and readability were improved. Secondary usability evaluation was conducted on the modified website and it was confirmed that the problem was corrected. Through the website finally derived from this study, it is expected that the new platform in the domestic knit market will be popularized and the usability of the custom website will be improved.

• The Research Journal of the Costume Culture
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• v.26 no.4
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• pp.598-612
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• 2018

This research aims to shed a light on the benefits and perceived risks to the willingness to use perceived by consumers, centering on design-customizing service catering to individuals' tastes and needs, and to study their impacts on the use of a design-customizing service. The validation of how benefits and perceived risks affect the intention to use showed that only aesthetic and self-expressive benefits had significant impacts on the willingness to use. However, only time/economic loss and self-design risks had negative impacts on the willingness to use a service. By gender, there was no difference in benefits and perceived risks to willingness to use for the benefit factors, whereas in terms of perceived risks to willingness to use factors. By age, there were also differences in the effects of benefits and perceived risks to purchase on the willingness to use a rash guard customizing service. There were variations in the perceived risks to the willingness to use and benefits depending on age. In particular, it was found that there were no perceived risks to the willingness to use for the age group of 10s. As design-customizing services based on individual tastes have drawn more attention recently, this research on the benefits and perceived risks to purchasing a rash guard design customizing service, as well as their effects on service use (particularly backed up by comparative analysis by gender and age), is expected to provide insights into design-customizing service strategy development.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.14 no.9
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• pp.3680-3692
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• 2020

The purpose of this study is to orient users' touchpoints in co-design experience, to identify their need via visualized experience map, to recommend valid design information in online e-customization services. A user-centered co-design experience map (UCEM) is adopted to analyze the relation between users' desire and time spent, so as to evaluate the online co-design experiences. Based on evolutionary algorithm and fuzzy theory, data of this study is collected from 30 participants. The data was analyzed by descriptive analysis in SPSS, and frequency query and word cloud in NVivo. Employing design category and evaluating users' time spent, the findings are that (a) vamp color matching is consistent with interview data; (b) supported by qualitative feedback, the virtual experience map played an important role in the co-design process and the visualized interaction process; and (c) participants prefer to get more information and professional help on color matching and exterior design. Based on the findings in design category, future work should be focused on developing a better understanding of design resource recommendations and multi-stakeholder communication.

• Fashion & Textile Research Journal
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• v.14 no.4
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• pp.614-628
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• 2012

The purpose of this study was to analyze research trends and make suggestions regarding the future of information technology (IT) in the fashion industry. In this study, 437 papers written regarding IT fashion from five major journals published between 2000 and 2011 were examined. The research areas were then organized by subject and keyword, and divided into 16 high-context categories. Two IT fashion maps were constructed, one from a fashion consumer's perspective, and the other based on the fashion industry's supply chain. This study identified important trends in IT fashion such as: 3D scanners, 3D digital renderings of the human form, 3D digital garments, smart garments, mass customization, production automation, online shopping, home shopping, online communities, e-commerce, digital media, virtual reality, e-tail, the digital generation, E-CRM, and education. Data from body scans was collected and applied to production, and research on smart textiles was also carried out. As for IT fashion's service areas, the majority of the research focused on online shopping or online communication. Additionally, research done on avatars and cyber space, and studies on social networking services are shown. The results of this study indicated that a new field of research has opened and that current research has been developing. Also, this study showed what is needed to expand and strengthen IT fashion.