Book Description
The purpose of this research was to examine relationships between fashion leadership and the acceptance of apparel mass customization, especially using a web-based co-design option. The results showed that fashion leaders would, in general, be more prospective customers for the web-based apparel mass customization using co-design options. Fashion leaders are more prospective customers than followers in that they like the process of choosing options more, want more options, are more interested in co-design options, are more satisfied with resulting customized jeans, are willing to pay more for the customized product, are buying more apparel from the Internet, feel more comfortable with the Internet apparel shopping than fashion followers.