Consumer Behavior

Understanding Consumers’ Perceived Values of Mass-Customized Dress Shirts During COVID-19 Pandemic

  • Yuli Liang (Texas State University)
  • Chuanlan Liu (Louisiana State University)
  • Jasmine Miller (Texas State University)


The shift to remote working and remote videos during the Covid-19 Pandemic made consumers pay more attention to their looks from the waist up. the purpose of this exploratory, qualitative study is to understand what consumers value the most when they purchase mass-customized clothes online during the Covid-19 pandemic by analyzing consumer posted comments. Six top retailers that offer MC dress shirts were identified and their consumers’ comments which were posted to companies’ official websites and between March 2020 and March 2021 were collected. In total, 586 comments were included for data analysis. NVivo 12 was used for coding and analysis. Guided by the Functional, Expressive, and Aesthetic value model. Seven themes of customized product value, six themes of co-creation experience value, and five themes of ownership transfer value were identified respectively. Findings, discussions, and implications were provided.

Keywords: Dress shirts, COVID-19 pandemic, consumption adjustment, Mass Customization

How to Cite:

Liang, Y. & Liu, C. & Miller, J., (2022) “Understanding Consumers’ Perceived Values of Mass-Customized Dress Shirts During COVID-19 Pandemic”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:

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Published on
15 Sep 2022
Peer Reviewed