Problematizing customization and IT in the fashion industry: A case study of an Italian shoemaker
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This paper focuses on the problematization of customization processes in the fashion industry. We investigate how companies may face and orchestrate customization processes that are based on the use of specifi c Information and Technology (IT) tools such as online sales confi gurators. Most studies on customization in fashion have considered the roles of consumers and their impact on the development of customization strategies. The co-development of customized goods – the choices concerning which IT system should be implemented to allow customers to design their products – has been studied extensively. We off er new insights into the extent to which customization represents an issue to be managed in business relationships, particularly among diff erent business actors involved in a supplier network. By considering the case of a shoe manufacturer we seek to answer to the following research questions: (1) How can a fashion company implement a customized solution via the Internet? (2) Which specifi c trade-off s aff ect the management of customization and IT when online customization must be linked to offl ine production? The paper concludes with implications and suggestions for further research.
Abstract
This paper focuses on the problematization of customization processes in the fashion industry. We investigate how companies may face and orchestrate customization processes that are based on the use of specifi c Information and Technology (IT) tools such as online sales confi gurators. Most studies on customization in fashion have considered the roles of consumers and their impact on the development of customization strategies. The co-development of customized goods – the choices concerning which IT system should be implemented to allow customers to design their products – has been studied extensively. We off er new insights into the extent to which customization represents an issue to be managed in business relationships, particularly among diff erent business actors involved in a supplier network. By considering the case of a shoe manufacturer we seek to answer to the following research questions: (1) How can a fashion company implement a customized solution via the Internet? (2) Which specifi c trade-off s aff ect the management of customization and IT when online customization must be linked to offl ine production? The paper concludes with implications and suggestions for further research.
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