MASS CUSTOMISATION AND THE CLOTHING INDUSTRY

As we have entered the new millennium, we are experiencing recordbreaking economic growth, rapid global expansion, and technological innovation. Mass customisation is penetrating within many industrial sectors ranking from products to services such as banking and clothing. This case study analyses and discusses the changes that might occur in the implementation of mass customisation in the clothing industry. It describes what might be tomorrow’s clothing habits and style of shopping in a new environment. Finally it analyses the impact of mass customisation within the clothing industry and the effect it has on market participants.