Using a channel theory framework, this experimental study investigated the on‐line involvement of consumers in product design, a mass customization approach. Three treatments varying the level of participants' design involvement in the design of a T‐shirt were developed to simulate a Web‐based retail environment. Results established an overall interest in design involvement, some support for higher levels of design involvement in shopping for apparel, and higher satisfaction with a Web site's navigation and usability as involvement increased. The study demonstrated that the Internet provides an acceptable interactive platform and distribution channel for consumer design involvement and should be considered by e‐tailers. Additional research directions are recommended.

We use a conceptual framework of sizing and fit issues to describe an extended paradigm for sizing and fit, which we call mass-customized target market sizing: that is, a sizing system based on and derived from measurement data exclusively from the people who represent an apparel firm's target market. The use of the conceptual framework provides help to expand our thinking to derive innovative solutions for sizing and fit while understanding and addressing all of the issues that must be resolved in creating a new system. Advancing technologies, especially the body scanner, are the tools that make new sizing systems possible through rapid, accurate measurement of populations and development of continuously updated measurement databases that can be sorted by multiple demographic factors. Our central argument for mass-customized target market sizing is that companies that focus on a well-defined target market, that create well designed clothing and sizing systems specifically for this market using anthropometric data, that fit the full range of body types and proportions of this market, that address issues arising from this model regarding design, production and distribution, and that communicate effectively with the market can succeed as a mass-customized business in an increasingly fragmented world. Use of population data, collected and analyzed according to firm-based and consumer-based models, can provide a powerful tool to satisfy target markets and differentiate apparel companies. Target market sizing models can also be expanded to include mass-customized apparel styling models based on the variables proposed within the conceptual framework.

The body scanner is a new technology that has the potential to resolve issues for the apparel industry in fit of clothing and in communication and visualization of apparel fit. The interest consumers have in the scan process, in being scanned, and in allowing retailers and manufacturers to use their scan data is crucial to the commercial success of these applications. Two related studies were conducted. First, 203 female participants aged 35 to 55 were surveyed after they were scanned and viewed their scanned images on the computer monitor and in a movie file. For 22 of these participants, an observer also recorded their verbal and nonverbal responses to the scan process and viewing their scan. Although general acceptance of scanning was very high, women who were married and had over $100,000 household income were significantly less comfortable with some aspects of the body scan process. Observations of participants’ verbal, facial, and bodily expressions found some participants to be unsettled and unprepared for interactions with the unfamiliar yet personalizing technology.

PurposeThe purpose of this paper is to present innovative strategies to promote sustainability‐focused education, in a case study of a multi‐institutional program designed to prepare students for management positions in global apparel and footwear companies. The program is unique in focusing upon management education occurring outside the business school, extension of faculty resources through inter‐institutional collaborations, and use of the internet for course delivery.Design/methodology/approachFaculty from three institutions collaborated to develop ten 1‐credit web‐based graduate courses and delivered them inter‐institutionally. Through collaboration with global companies and other stakeholders and through field research, the faculty built a shared vision of sustainability education, identified learning outcomes, developed practical and applied learning experiences and created tools to assess learning.FindingsIndustry experts agreed that the courses and learning outcomes were important and addressed industry needs. The internet‐based platform and learning activities engaged students and encouraged development of creative strategies for addressing sustainability issues.Practical implicationsStudents and institutions benefitted from the award‐winning program. Specific outcomes are discussed.Originality/valueThe strategies used in development of the program provide examples for other educational institutions for how to negotiate institutional factors in pursuit of the UN Principles for Responsible Management Education.

After an extensive search of bridal web sites was conducted and categorized in Fabruary and March 2001, a research web site was developed to study mass customization of wedding gowns. It offered choice of design features or components through interactive illustrations and was based on Duray's conceptual framework of mass customization (Duray, 1997;Duray, Ward, Milligan & Berry, 2000). The site served as the experimental treatment for subjects. Following their visit to the site, the subjects completed a questionnaire that dealt with their experience and personal demographic information. A convenience sample of 100 young women between the ages of 18 and 32 was identified through e-mail recruitment. Results confirmed a high overall interest in involvement with the design of a wedding gown. Yet those subjects who were very interested in design involvement were significantly different than those who were less interested in spending more time or paying more money. Subjects who owned more personal technological devices and spent more time on computers and the Internet were significantly more willing to purchase the designed gown. Four categories of bridal web sites were identified based on site characteristics and strategies: marketing, browsing, advice, and customizing. Involvement in wedding dress design on the Internet is not yet available but appears to hold potential for the bridal industry. Research that studies the identification of potential customers by their high interest in design involvement, evaluation of product type and other interactive opportunities for design involvement, and use of Internet customization strategies with other channels of distribution is recommended.