Mass customization: what it is and its impacts on the fashion industry

Mass Customization

If you don’t already offer mass customization in your clothing, it’s time to start thinking about it. Mass customization is already a reality that is being used as a strategy to anticipate consumer needs and stand out from competitors. In this article you will understand how it works and its impacts on the textile industry. Check it out!


Changes in consumer behavior

A while ago, the designer was responsible for designing clothes for other people. Despite there being studies and research on market trends, the pieces were designed for groups of people and sold en masse.

During this same period, consumers needed to go after companies and the power of choice was in their hands. Now, with access to technology, consumer behavior has changed. He has access to diverse information about companies and can carry out research in a few clicks to decide where to buy.

One of the demands that has been noticed is the personalization of products. He wants different experiences, he wants to feel unique. Companies that invest in this strategy tend to differentiate themselves from others.

To give you an idea, according to the 2018 Connected Shoppers annual report, prepared by Salesforce, 75% of Brazilian respondents stated that they would accept sharing their preferences and personal data to obtain more personalized products and services. Additionally, 80% reported that they like receiving recommendations based on their purchase history.

Large companies are already investing in these strategies. Nike, for example, provides a virtual space where customers can customize the colors of their products, NikeiD. Although it is not yet available on the Brazilian website, it is only a matter of time.

mass customization - Person trying on Levi's pants, making clear the company's option to meet the demand for customization on the go..
Levi’s women’s tailored pants program. Source:

Despite appearing innovative, personalization was actually already used as a competitive strategy. Levi’s was a precursor to the fashion industry and in the 90s it had a program (Personal Pair), in which women’s pants were made to measure.

The salespeople took the customers’ measurements, entered them into the store’s system and after two weeks the customer received the personalized piece. However, now this customization goes much further. In the near future, it will be normal for consumers to have the power to choose between three types of customization: style, dimensions and sizes, functionality and product design.


E-book banner: evolution of clothing 4.0.


Technologies that assist in the mass customization process

Anyone who thinks that mass customization is only possible for large companies that have a high investment value is mistaken. Despite the need for an amount invested to apply solutions that enable customization, it is not so absurd, in addition to providing a high ROI, making the cost return in a short time.

There are several mass customization techniques that can be applied in the fashion sector. Below we list some.

3D printing

3D printing occurs through the printing of several layers, reducing assembly and raw material costs. Through it, it is possible to produce on a large scale and customize projects through a digital file.

3d modeling

The technique of creating objects in three dimensions using specific computer programs allows different types of fabrics to be created, combining and even mixing textures, some in 3D, to compose new models.

Automated machines

Automated machines solve manufacturing problems and facilitate mass customization, since the manufacturer is able to collect data and know the desire of its target audience to produce parts according to this information.

Furthermore, they can avoid waste, increase productivity and also contribute to sustainability, reducing the emission of toxic waste.

Impacts on the fashion industry

The adoption of strategies such as mass customization is proof that companies are increasingly focused on the customer and, to this end, develop strategies that benefit them. The benefit obtained is the competitive advantage, as well as customer satisfaction due to the availability of differentiated products, which increases sales.


Mass Customization


On the other hand, there is also a gain through the savings provided by the adoption of more technological equipment that is capable of carrying out activities such as preventive maintenance autonomously.

To learn more about possible innovations in the textile industry and stay up to date in the area, also read this article about the future of the Textile Industry in Era 4.0: with Robson Wanka!

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Delta Equipamentos was born out of the need for textile industries to optimize their production, aiming for greater competitiveness and constant updating in the globalized market. We offer innovative products and customized solutions, meeting the expectations and needs of our customers.