26 Implementing a Mass Customized Clothing Service
A strategy model for implementing a mass customized clothing service
in a High Street store
Celia
P.A. Taylor1, Ray J. Harwood1, Jane L. Wyatt1 and Michael J. Rouse2
1 Department of Textile Design and Production, De Montfort University,
Leicester, United Kingdom
2 Department of Corporate Strategy, De Montfort University, Leicester,
United Kingdom
This chapter explores how a
mass customized clothing service could successfully be implemented on
the UK High St and suggests a strategy model. In the present highly competitive
environment clothing retailers need to gain a competitive advantage. Superior
customer service was identified as a more effective competitive strategy
than price or merchandise, since it is difficult to achieve consistent
quality customer service, those that achieve it are not easily copied
by competitors. Mass customization is a means of offering superior customer
service, customers are supplied with a garment to meet their needs and
also enjoy the personal attention this facility requires. System manufactures
such as Lectra Systèmes are already collaborating with retailers
in Europe to provide garment customization as an in-store service. Although
mass customization clothing services have been available in some High
St stores in the UK for over 10 years, they have been limited to men's
suits. Four High St retailers were identified as having offered the service,
however, two of these retailers have ceased the service within the last
four years. In contrast the four Independent tailors interviewed offering
mass customized clothing are expanding and developing their service. Structured
interviews were undertaken in a survey of eight UK retailers. The sample
consisted of four High St retailers and four Independent tailors.
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