“…Mass customisation in the apparel industry is defined as a process by which the customer is able to walk into a store, be measured by a computer-controlled camera or laser beam, browse through the computer database of virtual 3D garments from a library of choices, try the garments on one's own figure in virtual space, select the most appropriate one, return in a few days, or even within hours to pick up the new, hot-off-the-assembly-line, customer-tailored suit, blouse or a pair of jeans (Fralix, 2001;Istook, 2002;Yeung & Choi, 2011). Mass customisation is the process of providing the consumers unique products when, where and how they want them and necessarily at an affordable price.…”