Abstract

ABSTRACT Online configurators enable the widespread customisation of products using personal devices. Through virtual simulation, the configuration process can become more interactive and immersive, opening new opportunities for a range of sectors. However, when it comes to fashion, the garment customisation process can be complicated and confusing for customers to navigate in an unguided environment. This study investigates established online garment customisation methods, to understand how the remote digital environment impacts customers’ engagement with garment function, form and fit. Participants with previous garment customisation experience were asked to customise a shirt using an online configurator, and data was collected through in-depth interviews to understand customers’ decision journeys and emotional responses toward a digitally configured product. The results indicate that, despite a positive experience in configuring appearance, customers’ inability to visualise the customised garment on their body could result in less satisfaction with, and sense of ownership of, the designed digital outcome.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.