Style and fit customization: a web content mining approach to evaluate online mass customization experiences

Abstract

PurposeThis study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.Design/methodology/approachA WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.FindingsThe emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.Originality/valueThis study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

“…Fast and convenient service is the basic attribute of customization brands, one that requires them to increase service ability ( Sok and O’Cass, 2011 ). Consumers are involved in the product customization process, which positively drives their emotional attachment to the product and consequently optimize their customization experience ( Lang et al, 2021 ).…”

“…Customization is the action of making or changing something according to the needs of the buyers or users ( Lang et al, 2021 ). Apparel customization refers to clothing production created with the consumer’s participation according to their fit, specifications, design or the combination of the above factors ( Senanayake Muditha and Little Trevor, 2010 ; Seo and Lang, 2019 ).…”

“…Strengthening the relationship between brand and self-concept helps improve self-brand connection, thereby increasing brand value ( Escalas and Bettman, 2003 ; Ye et al, 2015 ). For customization brands, the relationship can be fueled through products designed to represent consumers’ self-images and are subsequently expressed to others ( Escalas and Bettman, 2003 ; Saleh and Alotaibi, 2018 ; Lang et al, 2021 ; Sarkar et al, 2021 ).…”

“…Recently, the rapid development of China apparel customization brands (CACBs) has pushed them to be more service-oriented, fashionable, digital, and multi-category ( Liu et al, 2020 ; Lang et al, 2021 ; Kliestik et al, 2022 ). With this, CACBs face severe challenges such as inconspicuous brand characteristics, weak product innovation, high costs of consumer acquisition, and low consumer engagement ( Tangchaiburana and Techametheekul, 2017 ; Park and Yoo, 2018 ).…”

Analysis of segmented elderly women’s lower bodies using 3D-LOOK scan data and virtual representation

“…4,5 Advances in three-dimensional (3D) anthropometry technology and IT have reinvigorated efforts in the clothing research field to improve MTM production, accounting for individuals' body types and preferences. [6][7][8][9][10] In other words, MTM production, which was difficult due to realistic constraints such as time and cost, is activated due to the convergence of the clothing industry and digital technology, and it is expected that it will be able to quickly produce clothing that reflects individual tastes and fits well. [11][12][13] Advanced medical technology, scientific civilization, and improved standards of life have extended the average human lifespan, leading to an increase in the absolute size of the elderly population and the relative proportion of the population that is elderly.…”