Mass customization entails the mass production of individually customized goods and services. Co‐design is a mass customization option where a product's design is based on the customer's selections from a range of design feature offerings. A model comprised of relationships between individual differences, motivations for using co‐design, and willingness to use co‐design was proposed and statistically supported using 521 university subjects from different regions of the USA and the analysis of moment structures (AMOS) statistic. As hypothesized, optimum stimulation level (OSL) predicted two clothing interest factors: experimenting with appearance (EA) and enhancement of individuality (EI). As proposed, OSL and EA predicted the two motivations, trying co‐design as an exciting experience and using co‐design to create a unique product, whereas EI only predicted using co‐design to create a unique product. Both motives were mediating variables between individual differences and willingness to use co‐design, but using co‐design to create a unique product had a stronger effect. Theoretical and marketing implications were discussed.

The purpose of our research was to examine apparel merchandising issues associated with mass customization. A questionnaire was developed to explore preferences for mass customization product, process, and place that have the potential of affecting success of a mass customization program. The questionnaire was administered to a convenience sample of 131 college students. Data were analyzed using descriptive statistics, t-tests, McNemar tests, within-subject ANOVA, and Bonferroni multiple comparisons. Successful mass customization of apparel at retail is dependent on identification of appropriate dimensions of product, process, and place. Our implications address merchandising issues associated with customer involvement in customizing design and fit of apparel products in retail store settings.

This study examines whether an individual's preferred level for environmental stimulation was associated with the types of products, services, and experiences desired from mass customization of apparel.

The purpose of this paper is to propose a model for a behavioral theory of the apparel firm that will provide a framework for apparel business-related research and curriculum development in textiles and clothing and carry on our already strong behavioral related research tradition. According to the proposed model, the apparel firm's primary business may be manufacturing, retailing, or some vertically integrated combination of manufacturing and retailing. The apparel firm is a coalition of employees with five internal constituencies, executive management and four areas of specialization including merchandising as an integrative function, marketing, operations, and finance. An apparel firm's constituencies interact with each other and with external coalitions and their constituencies in a complex decision making matrix to provide the firm with the resources (materials and/or finished goods, money, physical facilities, etc.) required to conduct business. The primary focus of the proposed model is on the apparel firm's internal constituencies and how they relate to each other, to the firm's goals, and to external coalitions. Concepts are defined, constructs discussed, propositions proposed, and assumptions identified

The objectives of this exploratory study included identifying functional relationships between the nature of assortments and potential financial performance and proposing financially relevant definitions and related language for assortment planning. The research method was computer simulation of the merchandising process. Results indicated that more diverse assortments are less financially productive than focused assortments. A definition of assortment diversity was developed and an Assortment Diversity Index (ADI) was proposed. Understanding the diversity of assortments in relation to financial productivity may allow merchandisers to be more certain of outcomes when planning assortments. Additional research may further quantify assortment diversity and contribute to a research-based foundation of merchandising principles.