Mass customization
Concept timeline …show more content…
These that tried to measure values and reasons for engaging with customization process such as emotional value, willingness to pay, product satisfaction, consumer decision process, and similar. (Valenzuela et al 2009; CHECK THIS AGAIN AND ADD REFERENCES). The larger body of research (Ulrich et al 2003, Fiore and Kunz 2004, Nambiar 2009) has focused on consumer pre-purchase and customization stages. Thus, there is an opportunity to research what happens with customized apparel after it has arrived to the consumer, and to explore the previously identified values and reasons with the consumer. This research will focus on the next step of customization, which is consumer usage of and involvement with customized