Challenges and critical successful factors for apparel mass customization operations: recent development and case study

  • Na Liu
  • Pui-Sze Chow
  • Hongshan ZhaoEmail author
S.I.: RealCaseOR


Mass customization (MC), which is popular in the fashion industry, is proposed to provide customers with products with a high degree of adaptation and a price comparable to a mass product. Both the manufacturer and customers can benefit from it. However, how to properly apply the MC strategy when facing challenges in the real world needs more exploration. In this paper, we first review the related operations research literature. Then, we conduct a real case study of a fashion company adopting MC in China. We highlight the challenges and critical successful factors for implementing apparel MC. We identify important technologies in fashion MC systems. We also propose future research opportunities on MC operations in the fashion industry.


Mass customization Literature review Case study Personalization Fashion industry 



The authors would like to thank Ms. Yunlan Zhang, the President of Kutesmart Co., Ltd., for her valuable support and assistance for the case study. This paper is supported by Beijing Higher Education Young Elite Teacher Project of Beijing Municipal Commission of Education in China with the account code of CIT&TCD201804043.


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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  1. 1.Business SchoolBeijing Institute of Fashion TechnologyBeijingChina
  2. 2.Institute of Textiles and ClothingThe Hong Kong Polytechnic UniversityHung Hom, KowloonHong Kong

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