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Mass Customization in Apparel Industry

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Mass Customization in Apparel Industry
Mass Customization in Apparel & Footwear Industry– Today’s Strategy, Future’s Necessity

Mass Customization has gained momentum over Mass Production in the apparel & footwear industry. This paper talks about why we should look at this business strategy and how this concept has evolved over a period of time. There are many apparel & footwear players adopting this concept but at intermittent stages. The prime drivers of mass customization are technology, supply chain transformation and organizational restructuring. There has been major advancement on technological front starting from taking customer’s measurement through body scanning, to product development and finally to deliver the right kind of customized product to customer. There are plenty of supply chain changes happening at different level to customize the product and many small and large players are already there into this space. The research has also tried to explore various apparel & footwear industry players’ movement towards mass customization and cost drivers and cost saver associated with this concept. Like any other technology or business strategy, Mass Customization has also brought many challenges along with it, which can be grouped into direct and in-direct challenges.

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Amit Bhatia Rahul G Asai

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Introduction................................................................................................. 3 Who should do mass customization?............................................................ 4 Feasibility of Mass Customization................................................................. 6 Supply Chain Restructuring.......................................................................... 8 Cost Drivers & Cost Savers in Mass Customization:.................................... 11 Challenges to Mass Customization ............................................................. 13
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