Grace I. Kunz

Individual differences, motivations, and willingness to use a mass customization option for fashion products

Mass customization entails the mass production of individually customized goods and services. Co‐design is a mass customization option where a products design is based on the customers selections from a range of design feature offerings. A model comprised of relationships between individual differences, motivations for using co‐design, and willingness to use co‐design was proposed and statistically supported using 521 university subjects from different regions of the USA and the analysis of moment structures (AMOS) statistic. As hypothesized, optimum stimulation level (OSL) predicted two clothing interest factors: experimenting with appearance (EA) and enhancement of individuality (EI). As proposed, OSL and EA predicted the two motivations, trying co‐design as an exciting experience and using co‐design to create a unique product, whereas EI only predicted using co‐design to create a unique product. Both motives were mediating variables between individual differences and willingness to use co‐design, but using co‐design to create a unique product had a stronger effect. Theoretical and marketing implications were discussed.

Relationships between optimum stimulation level and willingness to use mass customisation options

Mass customisation, defined as the mass production of individually customised goods and services, aims at providing products and services that are more suited to the needs or desires of today’s fragmented consumer markets. Mass customisers should identify how needs or desires of the fragmented market shape the customisation of not just the product and service, but also the mass customisation experience. Towards this end, the authors examined whether an individual’s preferred level for environmental stimulation defined as optimum stimulation level (OSL) was associated with the types of products, services and experiences desired from mass customisation of apparel. As the authors hypothesised, OSL had significant positive correlations with willingness to use co‐design services to create a unique design, trying co‐design as an exciting experience, overall commitment to using co‐design, and trying body scanning as an exciting experience. OSL did not have significant correlations with the more banal willingness to use body scanning services for better fitting products or overall commitment to using body scanning. There was also a significant positive correlation between OSL and interest in customising experiential products, but not between OSL and interest in customising utilitarian products, as hypothesised. Results support research of the influence of OSL on consumer behaviour. Implications for the industry include considering experience aspects and environmental stimulation when developing a mass customisation programme.

Acceptance of Mass Customization of Apparel: Merchandising Issues Associated With Preference for Product, Process, and Place

The purpose of our research was to examine apparel merchandising issues associated with mass customization. A questionnaire was developed to explore preferences for mass customization product, process, and place that have the potential of affecting success of a mass customization program. The questionnaire was administered to a convenience sample of 131 college students. Data were analyzed using descriptive statistics, t-tests, McNemar tests, within-subject ANOVA, and Bonferroni multiple comparisons. Successful mass customization of apparel at retail is dependent on identification of appropriate dimensions of product, process, and place. Our implications address merchandising issues associated with customer involvement in customizing design and fit of apparel products in retail store settings.

Behavioral Theory of the Apparel Firm: A Beginning

The purpose of this paper is to propose a model for a behavioral theory of the apparel firm that will provide a framework for apparel business-related research and curriculum development in textiles and clothing and carry on our already strong behavioral related research tradition. According to the proposed model, the apparel firms primary business may be manufacturing, retailing, or some vertically integrated combination of manufacturing and retailing. The apparel firm is a coalition of employees with five internal constituencies, executive management and four areas of specialization including merchandising as an integrative function, marketing, operations, and finance. An apparel firms constituencies interact with each other and with external coalitions and their constituencies in a complex decision making matrix to provide the firm with the resources (materials and/or finished goods, money, physical facilities, etc.) required to conduct business. The primary focus of the proposed model is on the apparel firms internal constituencies and how they relate to each other, to the firms goals, and to external coalitions. Concepts are defined, constructs discussed, propositions proposed, and assumptions identified

Building a Financially Meaningful Language of Merchandise Assortments

The objectives of this exploratory study included identifying functional relationships between the nature of assortments and potential financial performance and proposing financially relevant definitions and related language for assortment planning. The research method was computer simulation of the merchandising process. Results indicated that more diverse assortments are less financially productive than focused assortments. A definition of assortment diversity was developed and an Assortment Diversity Index (ADI) was proposed. Understanding the diversity of assortments in relation to financial productivity may allow merchandisers to be more certain of outcomes when planning assortments. Additional research may further quantify assortment diversity and contribute to a research-based foundation of merchandising principles.

Financial productivity issues related to assortment diversity and supply chain merchandise replenishment strategies

Purpose – The purpose of this study is to examine the ability of supply chain merchandise replenishment strategies to minimize merchandise plan errors when assortments are diverse.Design/methodology/approach – Sourcing Simulator 2.1, a computer simulation of the merchandising process, was used. Sourcing Simulator generated a total data set of 4,320 and determined financial outcomes of the merchandising processes based on multiple scenario inputs.Findings – The impact of supply chain merchandise replenishment strategies on merchandising performance outcomes significantly differed, depending on assortment diversity and merchandise plan errors. The ability of supply chain merchandise replenishment strategies was limited in minimizing problems inherent in diverse assortments and over‐volume errors.Research limitations/implications – Sourcing Simulator does not necessarily simulate merchandising processes and performance in real retail stores but principles developed through simulation can be applied in retail...

Assortment diversity in relation to financial productivity: contributions towards merchandising theory

The purpose of this study was to contribute to merchandising theory development by testing and refining Rupe and Kunz’s Volume per Stock‐keeping unit for an Assortment (VSA) and Assortment Diversity Index(ADI), using multiple merchandising performance measures. Behavioural Theory of the Apparel Firm with a Quick Response construct (BTAF/QR), was used as the theoretical framework for the study. The data were generated by a computer simulation of the merchandising process called Sourcing Simulator. Statistical analyses included Pearson correlation coefficients and regressions. The VSA had significant correlations with all 14 merchandising performance measures (p < 0:001), and the ADI was a consistent indicator of financial productivity considering all 14 merchandising performance measures. The results of the study supported the proposal of additional assumptions as well as propositions and hypotheses related to merchandising responsibility for BTAF/QR.

Opportunities for Cooperation Between Educators and Apparel and Textile Trade Associations

Reaching out to business and industry and securing outside sources of research support might be satisfied through relationships with individual firms and/or apparel and textile trade associations (ATTAs). This study explores the nature of ATTAs and examines the potential for greater involvement between apparel and textile educators and ATTAs. An interview schedule was administered by telephone to 99 ATTA executives. Data were analyzed with content analysis and simple summary statistics. Every element of the apparel and textile industry was represented by one or more trade associations. Seventy-six ATTA executives indicated they would be willing to work with apparel and textile educators while only 45 reported previously working with a small number of apparel and textile educators. Executives who were unwilling to cooperate with educators cited previous experiences and poorly prepared students. Many ATTA executives were unaware of apparel and textile programs and emphasized that interactions between industry and education should be mutually beneficial.

Interrelationships of merchandise performance measures as determined by merchandise plans and merchandise plan errors

The purpose of this study was to explore the interrelationships of selected merchandise performance measures as determined by merchandise plans and merchandise plan errors through development of stochastic computer simulation models. Utilising Sourcing Simulator, a merchandising analysis tool, a total of 4320 data were generated and analysed through path analysis. The findings indicate significant relationships among inventory management, service level, and profitability, which were critically influenced by the internal merchandise planning factors – assortment diversity and merchandise replenishment – and external consumer demand factors – merchandise plan errors. This study identified the significant role of volume per stock-keeping unit for an assortment (VSA) as a guideline of assortment diversity on inventory management, service level, and profitability. Well-integrated merchandise planning, considering the internal merchandise planning factors and the external consumer demand factors, is suggested for successful merchandise performance outcomes.

Pigskin as a Component of the International Leather Market

A model of the structure of the leather market system is presented and discussed relative to pigskin markets. Pigskin represents only a small portion of the total leather market even though annual worldwide slaughter of hogs exceeds 750 million. Greater utilization of pigskin by textile and apparel professionals is hampered by an unreliable supply of leather-quality domestic pigskins and an inadequate pigskin marketing system.