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An Investigation of the Multiple Effects of Personalization in Shopping Apparel Products  

Kim, Yeon-Hee (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Fashion & Textile Research Journal / v.9, no.2, 2007 , pp. 188-196 More about this Journal
Abstract
Fashion business is undergoing a severe competition because of the various consumers' needs, over production, and short product life styles. The purpose of this study is to investigate the role of personalization in apparel shopping. Characterizing the notion of the personalization typology, investigating the effect of personalization to different consumers, and providing useful issues to draw more target consumers are to be accessed. For empirical research a survey method was employed. A measure for personalization in apparel shopping was developed based in existing scale items and pilot study. Consumers responded highly on design personalization in shopping apparel products. Factor analysis extracted six dimensions of apparel product personalization. Six types of personalization were: "personalized advice", "personalized design choice", "personalized fit", "sales-promotion personalization", "personalized costomer relationship management" and "in-store personalization".
Keywords
personalization; apparel shopping;
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