MASS CUSTOMISATION
Submitted By:
Avinash Patil
Rashmi Thakur
Priya Kumari
What is Mass Customisation
A smooth and continuous process of configuring, pricing, and ordering products
from beginning to end in accordance with customer needs is known as mass
customization.
With the use of modern technology, customers may mass-customise clothing by
selecting their preferred design, style, material, and colour.
A combination of mass production with customization is known as mass
customization.
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for an Apparel Industry with a Future,
vol. 16, no. 1, p.8 https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. 2
Background Of Mass Customisation
In 1999, Nike was first introduced the concept of mass customisation, which enabled their
customers to personalize their shoes in terms of color, size, style
Industries like automotive ( BMW and Land Rover), computer ( Dell, Fujitsu, and Hewlett-
Packard), electronics ( Motorola), and fashion have all recently been reported to be experiencing
adopters of mass customization
Three types of mass customization exist in the clothing industry: (1)personalization (2) fit (3)
design
The fashion business mostly depends on Modular and dimensional mass customisation
Yeung, Ho-Ting & Choi, Tsan-Ming & Chiu, Chun-Hung. (2010). Innovative Mass Customization in the Fashion
Industry.https://www.researchgate.net/publication/226243027_Innovative_Mass_Customization_in_the_Fashion_Industry Accessed 31 October 2022 3
Implementation Of Mass
Customisation In Garment Industry
Customised design
Tailored system Data analyse system
system
System for managing
Inventory control System for CAD/CAM
distribution
Dong, Bo & Jia, Hongmei & Li, Zheng & Dong, Kangcheng. (2012). Implementing Mass Customization in Garment Industry. Systems Engineering Procedia.
https://www.researchgate.net/publication/271638645_Implementing_Mass_Customization_in_Garment_Industry Accessed 31 October 2022. 4
Implement
ation of
Mass
Customisat
ion In
garment
industry
Dong, Bo & Jia, Hongmei & Li, Zheng & Dong, Kangcheng. (2012). Implementing Mass Customization in Garment Industry. Systems Engineering Procedia.
https://www.researchgate.net/publication/271638645_Implementing_Mass_Customization_in_Garment_Industry Accessed 31 October 2022. 5
A professional salesperson first uses a computer to help
them measure the customer’s measurements.
Then the salesperson inputs the measurement information
into a computer and modifies the garment specifications in
Mass accordance with the preferences of the customers.
Customis The adjusted measurement is sent to a fabric cutting
machine in a factory and is instructed to use the revised
ation measurement to make the personalised garment piece.
Practices The finished customized garments piece then labelled with a
barcode, put together, and then sold in stores.
These procedures use computer technology to link the
consumer to both the retail store and the clothing factory.
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for an Apparel Industry with a Future, vol. 16, no. 1, p.8
https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. 6
High Customer Satisfaction and loyalty
Advantag
es Of Better profit by charging nominal premium fee which is
covered with the pricing strategy of the product.
Mass The production process is not affected until near
Customisa completion or the customised components are created
and ready for assembly.
tion By using a just-in-time stock management strategy, the
business can minimise the overhead costs by reducing the
storage and inventory management requirements.
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization
Methodology for an Apparel Industry with a Future, vol. 16, no. 1, p.8
https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. 7
Disadvantages Of Mass
Customisation
Challenges in handling product
returns
Cost involved with individual
manufacturing
Impact on the production time and
supply chain management process
Requirement of vastly adaptable
manufacturing tools
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for an Apparel Industry with a Future,
vol. 16, no. 1, p.8 https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. 8
Examples Of Actual Application of Mass
Customisation In The Apparel Industry
Application of Mass
Customisation in Custom Foot Inc.
the Footwear Florence, Italy
industry
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for an Apparel Industry with a Future,
vol. 16, no. 1, p.8 https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. 9
Examples Of Actual
Application of
Mass Customisation In The
Apparel Industry
• Application of Mass
Customisation in the
Footwear industry
• Custom Foot Inc. Florence, Italy
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for Process of Shoes Customisation at Custom
an Apparel Industry with a Future, vol. 16, no. 1, p.8
https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. Foot Inc. 10
• Application of Mass
Customisation in the
Apparel industry
• Levi Strauss, Mountain City,
Tennessee, United States,
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for In store activity to customise jeans at Levi-
an Apparel Industry with a Future, vol. 16, no. 1, p.8
https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022. Strauss & Co. 11
• Application of Mass
Customisation in the
Apparel industry
• Second Skin Swimwear, Juno
Beach, FL, U.S.A
Lee Seung-Eun, and Chen Joseph C. (1999) “Journal of Industrial Technology.” Mass-customization Methodology for Customisation process of swimwear at Second
an Apparel Industry with a Future, vol. 16, no. 1, p.8
https://cdn.ymaws.com/www.atmae.org/resource/resmgr/JIT/lee1199.pdf Accessed 31 October 2022.
Skin Swimwear 12
Thankyou
