Investigation on the Value Judgment Criteria of Customized Garment Products by Mass Consumers

Abstract

In 2016, the space scale of mass customization market in China is 10.22 billion RMB. The customization market is growing rapidly. It is expected to reach 200 billion RMB by 2020, which will be a huge consumer market. In 1954, marketing scientist Drucker pointed out what customers buy and consume is not the product, but the value. In the consumption process, Consumers meet the needs of the subject value through the object of the value of the property in the custom clothing products. However, in the current research results, there are many contents about the types and production modes of customized clothing brands, but few contents about consumer demand and the judgment criteria of consumer value. So, in order to have a clearer understanding of contemporary Chinese customized clothing consumers’ judgment criteria for the value of clothing products. On the basis of the previous research, this study drew up 24 issues related to the value judgment of apparel products, which are mainly divided into two parts: the value needs of the value subject and the value attributes of the value object. Through the network questionnaire, 169 survey samples were received. The results show: 1. Contemporary Chinese mass consumer groups have the desire to consume customized clothing, but not strong; 2. There are obvious differences in demand among different value subjects; 3. Among the current value demand of clothing design, the most important is the practical demand for customized clothing, namely, the tailored clothing, one-person-one-edition, and the practical function suitable for their own characteristics; 4. The social demand for customized clothing is weakened, and people’s attention to value has changed from other people’s evaluation to self-recognition. This is not consistent with Maslow’s hierarchy of needs theory, but also worth thinking about. 5. People’s desire for cultural demand, emotional demand and personal development demand is basically the same.