Consumer Behavior

The Revival of Made-to-Order Luxury: Exploring Consumer Attitudes

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Abstract

The growing demand for personalization in the luxury market has renewed interest in made-to-order (MTO) fashion, a model that enables consumers to receive highly individualized products while supporting sustainable production practices. Despite increasing industry relevance, limited research has examined how MTO influences luxury consumer attitudes and purchase intentions. This conceptual study explores MTO as a strategic tool for luxury retailers by drawing on Expectancy Disconfirmation Theory and Signaling Theory to explain how expectations, satisfaction, and perceived brand signals shape consumer responses. The research proposes a conceptual model integrating disconfirmation, attitude formation, and signaling effects to understand how MTO experiences impact purchase intention. Data will be collected through an online survey targeting consumers with recent luxury spending, and analyzed using Structural Equation Modeling. Findings are expected to contribute to luxury marketing literature by clarifying MTO’s role in enhancing consumer perceptions and offering insights for brands seeking deeper customer relationships through personalization.

Keywords: Made-to-order (MTO), Luxury, Personalization, Consumer Behavior, Purchase Intention

How to Cite:

Pookulangara, S. & Slaton, K., (2025) “The Revival of Made-to-Order Luxury: Exploring Consumer Attitudes”, International Textile and Apparel Association Annual Conference Proceedings 1(1). doi: https://doi.org/10.31274/itaa.21376