Consumer Behavior

Preferences of Dress Design Elements for Mass Customization Targeting Women in the U.S.

  • Fatma Baytar (Cornell University)
  • Youngsook Kim (Cornell University)
  • Mona Maher (Cornell University)
  • Wenjia Zong orcid logo (Cornell University)


Mass customization (MC) is a combination of flexibility and individualization as it delivers market products and services adapted to personalized preferences at the affordable price connected with mass production.Existing online MC offerings for apparel either focus on functional or decorative perspectives. Only a few brands provide fit-focused solutions on formal wear and occasion wear. Ecommerce companies, such as Sumissura and eShakti offer online customization tools to let customers select different styles of neckline, sleeves, length, fabric,buttons, etc. However, there is still a need to better understand particular online apparel MC preferences of women. Therefore, in the present study we investigated American women’s preferences for mass-customized formal dress designs, and if self-reported body shapes and sizes correlate with their preferred dress design elements.

Keywords: mass customization, formal dress, body size and shape

How to Cite:

Baytar, F. & Kim, Y. & Maher, M. & Zong, W., (2022) “Preferences of Dress Design Elements for Mass Customization Targeting Women in the U.S.”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:

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Published on
23 Sep 2022
Peer Reviewed