Fashion involvement and consumer preferences for mass customization: An analytical study

Abstract

This study investigates the relationship between fashion involvement and consumer behavior in the context of mass customization. Findings reveal that fashion involvement significantly influences consumer preferences, attitudes, and behaviors, with a strong positive correlation observed between high fashion involvement and the desire for personalized fashion experiences. Consumers who are highly engaged with fashion are more inclined to pursue customization as a form of self-expression and uniqueness. These insights underscore the strategic value of targeting fashion-conscious individuals in the development of mass-customized fashion offerings. Emphasizing personalization can enhance consumer satisfaction, drive loyalty, and support the successful adoption of customization in a competitive fashion market. The study provides actionable recommendations for fashion marketers, designers, and e-commerce platforms to optimize engagement through co-creation and digital personalization. As the industry increasingly shifts toward interactive and individualized fashion experiences, understanding the role of consumer involvement is essential for sustained brand relevance and market success.