A STUDY TO ANALYZE THE IMPACT OF CUSTOM MADE APPAREL ON CUSTOMER SATISFACTION

Chapter 1: INTRODUCTION 4 1.1 Research Aim 4 1.2 Research Objectives 4 1.3 Rationale of the Study 4 1.4 Main Stakeholders 5 Chapter 2: RESEARCH METHODOLOGY 6 2.1 Research Philosophy 6 2.2 Research Approach 6 2.3 Research Design 7 2.4 Data Collection Method 7 2.5 Data Analysis Method 8 2.6 Ethical Considerations 8 2.7 Limitations of the Study 8 Chapter 3: RESEARCH RESULTS 10 3.1 Objective 1: 10 3.1.1 Context 10 3.1.2 Findings obtained from the Survey 10 3.1.3 Findings obtained from the Interviews 14 3.1.4

Running head: CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
A STUDY TO ANALYZE THE IMPACT OF CUSTOM MADE APPAREL ON CUSTOMER
SATISFACTION
Name of the Student:
Name of the University:
Author’s Note:

1CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
ABSTRACT
This paper focuses on the process of customization which is presently being used within the
garments industry and also the manner in which it can be effectively used to earn the
satisfaction and thereby the loyalty of the customers. The researcher took the help of the
pragmatic research philosophy, deductive research approach, descriptive research design,
primary data collection process (survey was conducted with 84 customers, 5 customers were
interviewed and 3 industry professionals were also interviewed), quantitative and primary
qualitative data analysis method and others were used for the completion of this paper.
Furthermore, the paper undertakes an analysis of the reasons which had propelled the
customers to purchase the different custom made garments and finds that quality, easy
accessibility, body fit and others are some of the important factors which had greatly contributed
towards the same. However, the researcher also found that the customers are not happy with
the exorbitant prices which are being charged for the custom made garments, the lack of
integration of the recent fashion trends within the same and others. Thus, the garment brands
need to take the help of the cost leadership strategy, integrate the latest fashion trends and also
effectively develop the different physical stores or for that matter enhance the accessibility of the
custom made garments so as to earn the satisfaction or the loyalty of the customers.

2CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Table of Contents
Chapter 1: INTRODUCTION........................................................................................................4
1.1 Research Aim.....................................................................................................................4
1.2 Research Objectives..........................................................................................................4
1.3 Rationale of the Study........................................................................................................4
1.4 Main Stakeholders.............................................................................................................5
Chapter 2: RESEARCH METHODOLOGY..................................................................................6
2.1 Research Philosophy.........................................................................................................6
2.2 Research Approach............................................................................................................6
2.3 Research Design................................................................................................................ 7
2.4 Data Collection Method......................................................................................................7
2.5 Data Analysis Method........................................................................................................8
2.6 Ethical Considerations........................................................................................................8
2.7 Limitations of the Study......................................................................................................8
Chapter 3: RESEARCH RESULTS............................................................................................10
3.1 Objective 1:...................................................................................................................... 10
3.1.1 Context...................................................................................................................... 10
3.1.2 Findings obtained from the Survey............................................................................10
3.1.3 Findings obtained from the Interviews.......................................................................14
3.1.4 Discussion of the Findings.........................................................................................17
3.2 Objective 2:...................................................................................................................... 19

3CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
3.2.1 Context...................................................................................................................... 19
3.2.2 Findings obtained from the Survey............................................................................19
3.2.3 Findings obtained from the Interviews.......................................................................22
3.2.4 Discussion of the Findings.........................................................................................25
3.3 Objective 3:...................................................................................................................... 27
3.3.1 Context...................................................................................................................... 27
3.3.2 Findings obtained from the Survey............................................................................27
3.3.3 Findings obtained from the Interviews.......................................................................29
3.3.4 Discussion of the Findings.........................................................................................30
Chapter 4: CONCLUSION........................................................................................................32
Chapter 5: RECOMMENDATIONS............................................................................................33
References................................................................................................................................ 34
Appendix 1: Survey Questionnaire.............................................................................................38
Appendix 2: Industry Expert Interview Questions.......................................................................39
Appendix 3: Focus Group Interview Questions..........................................................................40
Appendix 4: Reflection............................................................................................................... 41

4CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Chapter 1: INTRODUCTION
1.1 Research Aim
The aim of the research is to look into customization and the existing gap between the
traditional forms of clothing with that of the new forms of custom clothing.
1.2 Research Objectives
The research objectives on which this study would focus on are outlined below-
1. To identify the relevance of customization within the clothing sector and its relationship
with the notion of customer satisfaction
2. To analyze the importance and significance of customization of clothing and effective
means of drawing customers towards this new trend
3. To evaluate the ways in which customization can positively make an impact on elevating
customer satisfaction
1.3 Rationale of the Study
The issue that the researcher intends to analyze in this study is the increasing
propensity shown by the contemporary customers towards the purchase of the customized
apparels rather than the mass production apparels. Hong et al. (2018) are of the viewpoint that
this behavior displayed by the customers had necessitated a change within the garments
industry and thus it had been seen that the different garment manufacturing corporations are
integrating the recent fashion trends for the customization of the garments that they offer.
Adding to this, Kim et al. (2017) have noted that the lifestyle as well as preferences of the
modern customers had given to new customization trends which in turn had greatly facilitated
the sale of the customized garments in the present times rather than the mass-production
garments. However, as discussed by Seo and Lang (2019), the major problem arises because

5CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
the majority of the garment manufacturing corporations are still using the concept of
personalization rather than customization for the production of garments which in turn had
reduced the customer satisfaction related to the garments offered by them. Thus, the garment
manufacturing corporations in order to enhance customer satisfaction and also to enhance their
sales volume and thereby profitability need to take into account the process of customization. It
is particularly on this concept that the research would focus upon and thereby elucidate the
issues associated with the process of customization that the garment manufacturing
corporations face.
1.4 Main Stakeholders
The main stakeholders on whom the research would focus upon are the garment
manufacturing corporations, the customers related to the same and others. These stakeholders
have been selected for the study since they are directly affected by the emerging trend of
customization which had become important from the perspective of the garment industry or the
clothing industry.

6CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Chapter 2: RESEARCH METHODOLOGY
2.1 Research Philosophy
As stated by Kumar (2019), pragmatic, positivism and interpretivism research
philosophies are the three research philosophies which are generally being used by the
researchers. The researcher for the conduct of this study had opted for the usage of the
pragmatic research philosophy. Quinlan et al. (2019) are of the viewpoint that an important
precept of the pragmatic research philosophy is the fact that one perspective or viewpoint
cannot help the researcher to effectively address the research questions or the research
objectives that had been selected by them. Adding to this, Taylor, Bogdan and DeVault (2015)
have noted that the researcher taking the help of this particular research philosophy are
required to take the help of different perspectives or viewpoint for the analysis of the research
objectives that they have selected. Thus, the researcher had taken the help of this research
philosophy since it offered the opportunity to the researcher to undertake an analysis of the
research objectives from different viewpoints or perspectives.
2.2 Research Approach
According to Silverman (2016), deductive and inductive research approaches are the
two research approaches which are generally being used by the different researchers for the
adequate completion of their research works. The researcher had opted for the usage of the
deductive research approach for the completion of this study. As discussed by Flick (2015), the
deductive research approach is one wherein the researchers need to take the help of the
different opinions, theoretical concepts, observations and others so as to analyze the validity or
for that matter the reliability of the hypotheses and the research objectives that they have
formulated. Thus, the researcher in the particular context of this study had taken the help of the
deductive research approach since afforded the opportunity to the researcher to undertake an

7CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
analysis of the validity of the research objectives which were formulated through the usage of
different opinions, theoretical concepts and others related to the topic.
2.3 Research Design
McCusker and Gunaydin (2015) are of the viewpoint that exploratory, descriptive and
explanatory research designs are the three research designs which are generally being used by
the different researchers. The researcher in the particular context of this research had taken the
help of the descriptive research design. As opined by Fletcher (2017), the descriptive research
design is the one wherein the researchers need to link or correlate the findings that they have
obtained from the analysis of the primary or the secondary data with the research objectives
formulated by them. Thus, the researcher took the help of this particular research design since it
offered the opportunity to the researcher to link the findings obtained from the mixed method
analysis with the research objectives formulated in “Chapter 1”. This in turn also helped the
researcher to attain the required coherence with the study and thereby enhance the quality of
the same.
2.4 Data Collection Method
According to Walliman (2017), primary and secondary collection methods are the two
data collection methods which are generally being used by the different researchers for the
collection of the required information or data needed for the completion of their study. The
researcher in the particular context of this study had taken the help of the primary data
collection method. This helped the researcher to collect firsthand or for that matter the required
primary data needed for the completion of the study. The researcher collected primary data
through the usage of the research strategies of both interview and survey. For instance, survey
was conducted with 84 customers who frequently purchased customized apparels and also
interviews were conducted with 5 customers who showed the same attributes along with three
industry professionals related to the garments industry.

8CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
2.5 Data Analysis Method
Hair Jr. et al. (2015) are of the viewpoint that qualitative, quantitative and mixed data
analysis methods are the three data analysis methods which are generally being used by the
different researchers. The researcher opted for the usage of the mixed data analysis method,
that is, both qualitative and quantitative data analysis methods because of the data collected
method which was used for the collection of the required data or information. Thus, the
quantitative data analysis method was used for the analysis of the information collected through
the usage of the research strategy of survey. On the other hand, the primary qualitative data
analysis method was used for the analysis of the information which was collected through the
usage of the research strategy of interview.
2.6 Ethical Considerations
The researcher ensured the fact that no personal or confidential information was being
asked from the customers who participated in the survey and the interviews. Furthermore, the
information collected from the customers had been protected as per the Data Protection Act and
thereby used only for the completion of this study. More importantly, the researcher had given
the required credit to the scholars whose works were used for the completion of this study
through the usage of in-text citations and reference list so as to avoid plagiarism.
2.7 Limitations of the Study
The most important limitation of this study can be attributed to the narrow sample size
from which the information needed for the completion of this study was collected which in turn
had substantially narrowed down the scope of the concerned study. More importantly, another
important limitation of this study can be attributed to the fact that the study focuses only on the
aspect of customer satisfaction and completely ignores other important entities like customer
loyalty, profitability, customer retention, customer attraction and others which are related to the
topic that have been selected for analysis in the study. Thus, it can be said that had the

9CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
researcher taken into account these aspects the quality of the research or the study would have
been much better.

10CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Chapter 3: RESEARCH RESULTS
3.1 Objective 1: To identify the relevance of customization within the clothing sector and
its relationship with the notion of customer satisfaction
3.1.1 Context
This research objective had been formulated by the researcher since it will enable the
researcher to understand the importance of the process of customization which had emerged as
an important trend within the garments industry. More importantly, the research objective will
enable the researcher to understand the manner in which the process of customization is being
used by the different garment brands to earn the satisfaction of the customers and thereby their
loyalty not only towards the brands but also towards the garments or for that matter the clothes
that are being offered by the same. Furthermore, it had been seen that the construct of
customization had become an important tool which is being used by the different garment
manufacturing brands for the purpose of effectively influencing the customer buying behavior
and thereby to enhance their sales volume and also profitability. Thus, it is likely that the usage
of this research objective will afford the opportunity to the researcher to understand the role
which the process of customization is presently playing within the spectrum of the garments or
the clothing industry.
3.1.2 Findings obtained from the Survey
The researcher in order to collect the required primary data for addressing this particular
research objective asked four questions through the usage of the tool of surveys from the
participants in the same. The first question which was asked by the researcher to collect the
required information or data for address the research objective under discussion here is related
to the amount of money or capital that the individuals who participated in the survey spend on a

11CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
monthly basis for clothes or garments. The results obtained from the participants in the survey is
being outlined by the below given figure-
Figure 1: Monthly spending on apparels
Figure 1 clearly indicates the fact that the majority (36.9%) of the individuals who
participated in the survey spend roughly around $50 to $100 for the purchase of the different
apparels or garments. Furthermore, it is seen that around 28.5% spend on an average around
$100 to $250 for the purchase of different garments or clothes. This is an indicative of the fact
that the average customers do not like to spend exorbitant sum of capital or for that matter
money for the purchase of garments. Thus, it can be said that price is an important factor which
greatly influences the purchase decision of the customers and thereby it becomes important for
the different garment manufacturing organization to take into particular aspect into consideration
for the designing and also the sale of the garments or the clothes that they offer to the
customers.
The next question which was asked by the researcher for gathering the required
information or data for the purpose of addressing the research objective under discussion here
was related to the attributes that affected their decision to purchase a particular garment or

12CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
apparel. The answers that the researcher got in response to this particular question from the 84
participants in the survey is being summarized by the below given figure-
Figure 2: Importance of the different clothing attributes for the customers
Figure 2 clearly indicate the fact that more than 47.62% of the individuals who
participated in the survey think that style statement is one of the most important factors which
influence the decision of the customers whether to purchase a particular garment or not. This
finds adequate explanation from the fact that the individuals in the present times have become
very concerned regarding the aspect of fashion or for that matter the recent fashion trends.
Thus, it had been seen that the individuals generally like to wear the clothes or the garments
which are not only trendy in nature but also supported by the recent fashion trends as well. On
the other hand, the results of the survey also reveal the fact that around 20.24% of the
individuals hold the idea that ‘fit’ is an important factor which influences the decision of the
customers whether to purchase a particular garment or not. For instance, it had been seen that
the individuals no longer wear loosing fitting garments and as a matter of fact in the majority of
the instances it had been seen that the individuals pay additional amount of money to get the
garments or the clothes purchased by them customized as per their body dimensions or size.
Thus, it can be said that style statement and fit are the two most important factors which

13CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
substantially influence the decision of the customers whether to purchase a particular garment
or not.
The third question which was asked by the researcher to collect the required data or
information for addressing the research objective under discussion here was related to the
problems that the individuals while purchasing fashion garments or apparels. The participants in
the survey stated that the majority of the problems that they faced related to the purchase of the
fashion apparels or garments can be grouped under three major categories, namely, price, style
statement and fit. For instance, in the particular context of the price the participants stated that if
a particular apparel or garment is priced higher than their budget then they generally do not
purchase the same even though they are highly appealing for them. Furthermore, the
participants also stated the fact that the style statement of the garments is also an important
factor and thus they generally do not like to purchase the garments which are outdated in terms
of fashion or style statement. However, they also stated that many times they fail to find the kind
of garments which would be appealing to them in terms of fashion or style. Lastly, the
participants also noted that sometimes it becomes very difficult for them to find the garments
which is likely to fit them and this in turn deters them to purchase the garments even though
they are within their budget and also fashionable in nature.
The next question which was asked by the researcher was to understand whether the
customers spent more money on the physical or the in-stores or over the online stores. The
answers given by the participants in the survey is being summarized by the below given figure-

14CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Figure 3: In-store and Online apparel purchases made by the customers
Figure 3 indicates that the individuals spend more money for the purchase of the
garments or the apparels in the different in-stores rather than over the online stores. This can be
explained on the basis of the fact that the customers in the different in-stores get the opportunity
to try out the garments so as to find out whether they are going them fit or not. More importantly,
the customers in the different in-stores also get the opportunity to effectively analyze the diverse
fashion trends and also the options that are available to them and after that make the purchase.
3.1.3 Findings obtained from the Interviews
The researcher asked two questions to the customers who frequently purchase custom
made garments for the purpose of addressing the research objective under discussion here.
The information obtained by the researcher related to the two questions are outlined by the
below given table-
Respondent What are the reasons which propel
you to choose or not choose to
purchase custom made apparel?
What influences you to purchase
custom made apparel?
Respondent
1
I would say that an important factor
which had influenced me to purchase
customized apparels is the fact that
I personally believe that the custom
clothes take into effective
consideration the needs of the

15CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
these apparels are designed as per my
own specifications and also
requirements. More importantly, I am
not required to spend any extra
amount of money for modifying the
cloths as per my specifications or
requirements.
customers and as a customer you
tend to feel more valued when see
that the corporations are going the
extra mile for taking care of your
needs or requirements.
Furthermore, I feel that the quality
of the custom clothes is much
better than the personalized clothes
or the mass production clothes and
this is the reason why I generally
like to purchase custom clothes
rather than the other ones.
Respondent
2
The most important reason because of
which I like to purchase custom
garment can be attributed to the fact
that although they are comparatively
expensive in cost yet they are tailor-
made to suit the requirements of the
users. This feature is something which
is not being offered by the mass
production garments or for that matter
the fast fashion garments.
The most important factor which
influences me to purchase the
different custom made apparel is
the fact they take into account my
requirement much better than the
fast fashion garments or the mass
production garments.
Respondent
3
There are various reasons which
influence me to choose custom made
apparels over the fast fashion
garments or the mass production
Effective usage of customer
specifications or measurements,
comfort level, high quality, effective
design and others are some of the

16CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
garments. The most important factors
which motivate me to purchase custom
made garments are quality, comfort,
the fact that they are tailor-made as
per my requirements and others.
most important factors which
influence me to purchase custom
made apparels.
Respondent
4
An important reason which propels me
to purchase he different custom made
apparel is the fact that I do not have to
spend any additional money for the
customization of the same to fit my
personal requirements.
I generally purchase the different
custom made apparels because of
the high quality of the same in
comparison to the mass production
garments or the fast fashion
garments. Thus, even through the
cost of the same is higher than the
fast fashion garments and the mass
production garments I generally
buy them.
Respondent
5
The fact that the custom made
garments are tailor-made as per my
own specifications or measurements is
one of the most important reasons
which propel me to undertake the
purchase of the same. Furthermore,
the custom made garments also take
into account the needs or for that
matter the requirements of the
customers in the best possible manner
and this is something which I like the
The most important factor which
influences me to purchase the
custom made garments is the fact
that they are ready to use and I do
not have to undertake the process
of taking them to the local tailors for
make them fit to body
configurations and others.

17CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
most about the different custom made
garments.
The information that the researcher gathered from the industry professionals is outlined
by the below given table-
Respondent Kindly indicate the kind of
customers you focus upon
Why do your customers select you
over your competitors?
Respondent
1
We generally focus on the
customers from the middle class
background who like to wear
customized clothing
I would say that one of the most important
reasons because of which our customers
choose the garments offered by us is the
high quality of the garments offered by us.
Respondent
2
The organization focuses on the
customers who have shown a
higher propensity towards the
purchase of custom made clothing
I believe that the customers like the fact
that they can customize the clothes
offered by us as per their own
requirements.
Respondent
3
The individuals from the affluent
family background is being
targeted by us for the sale of the
custom made garments that we
offer
I would say that quality is an integral
aspect which distinguishes the garments
offered by us in comparison to the ones
offered other organizations
3.1.4 Discussion of the Findings
The results of the data collected from the primary sources through the process of survey
clearly indicate the fact that price, fit or personal specifications, integration of the recent fashion

18CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
trends, quality and others are some of the most important factors which influence the customer
decision making process related to the purchase of the garments. More importantly, the
information offered by the participants also highlight the fact that the customers are not likely to
purchase the garments if they are ill-fitting, not in synchronicity with the latest fashion trends, the
prices of the same are way higher than the budget or for that matter the pricing requirements of
the customers and others.
The findings from the interview conducted with the customers who frequently purchased
the custom made garments also reveal the fact that the most important factors which propel
them to purchase the different custom made garments are its quality and the fact that they can
tailor-make the garments as per their specifications or measurements. More importantly, the
customers also revealed the fact that they do not have pay any additional cost or spent any
additional time for the customization of the same. Thus, it had been seen that the majority of the
customers stated that they would opt for the purchase of custom made garments over the mass
production garments or the fast fashion garments.
The findings obtained from the interview conducted with the industry professional reveal
the fact that they normally focus or for that matter target the customers who frequently like to opt
for the purchase of custom made garments. More importantly, the industry professionals also
reveal the fact that in order to acquire or for that matter to gain the required competitive edge
over their competitors they try to effectively focus on the attribute of quality rather than quantity.
Colaianni et al. (2019) are of the viewpoint that three of the most important factors which
influence the customers to purchase any kind of garments can be attributed to the factors of
body fit, pricing and the fashion or the style statement of the concerned garments. Adding to
this, Seo et al. (2019) have noted that the customers generally opt for the kind of garments in
which they feel the most comfortable or for that the kind of garments which best fits their body.

19CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
On the other hand, Deradjat et al (2017) have suggested that the customers also generally like
to purchase the garments which best meets their individuals needs or requirements. In addition
to these, as stated by Yang et al. (2015), price is an important entity which influence the
customer buying behavior since if the price of the garments is not within the budget of the
customers then it is more likely that they would not purchase the same. Thus, it had been seen
that the different custom made garments by effectively integrating these aspects of the
customer preferences or choices have become their preferred choice. These aspects are
supported by the findings obtained from the analysis of the primary data and thereby it becomes
important for the garment manufacturing organizations to take into account these three factors
for the manufacture as well as the sale of the custom made garments. However, at the same
time it needs to be said that the custom made garments need to integrate the latest fashion
trends since it will enable the brands to effectively influence the customer buying behavior and
thereby enhance their profitability.
3.2 Objective 2: To analyze the importance and significance of customization of clothing
and effective means of drawing customers towards this new trend
3.2.1 Context
This particular objective had been selected or for that matter formulated by the
researcher in order to understand the significance or the importance of the process of
customization within the framework of the garment industry. More importantly, this particular
research objective also helped the researcher to understand the manner in which the process of
customization is being used by the different garment manufacturing brands for the purpose of
enhancing the satisfaction of the customers for whom they manufacture the garments.
Furthermore, the formulation of this particular objective also helped the researcher to evaluate
the manner in which the process of customization is being used by the garment manufacturing

20CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
brands as a strategy for earning the satisfaction and thereby the loyalty of the customers which
in turn is likely to increase their sales volume and profitability.
3.2.2 Findings obtained from the Survey
The researcher in order to collect the required amount of primary data needed for
effectively analysis this particular research objective asked two questions from the individuals
who participated in the survey. The first question related to this research question which was
asked by the research was to find out the highest amount of money that the customers are
willing to pay for the purchase of the custom made garments offered by the garment brands.
The answers which the research obtained from the participants in the survey is being outlined
by the below given figure-
Figure 4: Highest price that the customers are willing to pay for the custom made
apparels
Figure 4 indicates that the majority of the customers, that is, around 26.51% spend
around $100 to $200 or $200 to $300 for the purchase of the different custom made dresses
offered by the garment brands. The figure also indicates the fact that around 69.51% of the
customers spend less than $100 of custom made skirts whereas around 40.96% customer
spend around $100 to $200 on different kinds of custom made jackets. Furthermore, the results

21CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
of the survey also reveal the fact that around 49.40% of the customers spend less than $100 on
custom made pants whereas 57.83% of the customers spend less than $100 for the purchase of
custom made tops. More importantly, the results also indicate that the customers generally do
not spend any extravagant sum of money for the purchase of the custom made garments. This
clearly indicates the important of taking into account the pricing needs of the customers by the
different brands which specialize in the manufacture and the sale of custom made garments.
The second question related to this particular research objective which was asked by the
researcher was to understand the factors which affect the purchase decisions made by the
customers for the purchase of the different custom made garments. The answers that the
researcher got from the participants in the survey is being summarized by the below given
figure-
Figure 5: Factors affecting the purchase decisions made by the customers related to the
purchase of the custom made apparel
Figure 5 indicates the fact that 36.90% of the customers who participated in the survey
consider that it is very important for the garment brands which offer custom made garments to
the customers to integrate the concepts of sustainability and ethics within the business practices
followed by them. Furthermore, around 40% of the participants also articulated the viewpoint

22CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
that it had become very important for the garment brands which offer custom made garments to
take the help of the social media platforms for the promotion or the advertisement of the
garments offered by them so as to boost the sale of the same. In addition to these, around 40%
of the customers consider it is moderately important for the garment brands offering custom
made garments to take the help of different kinds of endorsements for the purpose of effectively
influencing the customer buying behavior. More importantly, 45% of the customer considers
price is a very important factor which influences the purchase decisions made by the customers.
Lastly, 56.79% of the customers think that the easy accessibility of the custom made garments
offered by the garment brands is an important factor which influence their decision whether to
purchase the custom made garments or not. Thus, it becomes evident that the garment brands
offering custom made garments need to take into account these factors for the sale of the
garments offered by them.
3.2.3 Findings obtained from the Interviews
The information obtained by the researcher related to the two questions which were
asked from the customers who participated in the interview are outlined by the below given
table-
Respondent What are your favorite and least favorite
aspects of custom made apparel?
If you were to choose,
will you choose custom
made clothing or fast
fashion clothing?
Respondent
1
The best thing that I like about the custom clothes
is the fact that they are specially designed taking
into account my requirements or specifications.
Having said this, the thing that I do not like about
the custom clothes is the fact that they are often
Any give day, I would opt
for the custom clothes
rather than the fast
fashion clothes although
they are relatively cheaper

23CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
expensive in nature in comparison to the mass
production garments or the fast fashion garments.
and integrate the most
recent fashion trends in
the best possible manner.
Respondent
2
I like the fact that I can optimize the custom made
garments as per my own requirements or
specification and this is something that I don’t
always get to do with the fast fashion garments or
the mass production garments. However, the
thing which I do not like about the custom made
garments is the failure of the garment
manufacturing corporations to integrate the latest
fashion styles or trends within the same.
Obviously, I would choose
the custom made
garments over the fast
fashion clothing any given
day because of the highly
quality of the custom
made garments.
Respondent
3
The thing which I don’t like about the custom
made apparels is the fact that they do completely
outdated in terms of fashion statement and also
the cost is way higher than that of the mass
production garments or the fast fashion garments.
However, the thing which I like to most about the
custom made garments is the fact that I do not
have to spend any additional time or resources to
make them fit for use or approach the local tailors
to tailor them as per my own body dimensions.
I would obviously choose
custom made clothes over
fast fashion clothing
because of the benefits
offered by the same.
Respondent
4
The thing which I like the most about the different
custom made garments is the fact that they are
customized as per the requirements or the needs
of the customers and thereby better in quality.
I think that any given day I
would go ahead with the
custom made clothing
rather than the fast

24CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
However, the thing which I do not like about the
different custom made garments is the fact that
they do not take into account the fashion needs of
the customers.
fashion garments.
Respondent
5
The least favorite aspects of custom made
apparel can be attributed to the fact that they are
highly costly or expensive in nature when
compared to the other kinds of garments or
apparels. However, the thing which I like the most
about the different custom made garments can be
attributed to the fact that they effectively take into
account the different requirements of the
customers.
I would choose custom
made clothing over the
fast fashion garments or
for that matter the mass
production garments.
The information obtained by the researcher related to the two questions which were
asked from the customers who participated in the interview are outlined by the below given
table-
Respondent Why do you think the customers get
attracted to the custom made garments
offered by your organization?
Do you think that the
customers would opt for the
garments offered by you
over fast fashion garments?
Respondent
1
I believe that the customers appreciate the
fact that the garments offered by us take into
account all their needs and requirements and
Yes

25CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
also easy to access.
Respondent
2
I think the customers prefer over garments
since they do not have spend any additional
effort for make the garments fit to their body
requirements
Yes
Respondent
3
Quality and easy accessibility are perhaps the
two most important factors which make the
customers opt for the custom made garments
offered by us
Yes
3.2.4 Discussion of the Findings
The findings obtained from the survey clearly indicate that price is an integral factor
which influence buying behavior of the customers related to the purchase of the customer made
garments by the garment brands. More importantly, the results of the survey also indicate the
fact that the factors of sustainability, ethics, social media usage for marketing, brand
endorsements for influencing customer behavior and others have become important for the
garment brands. Thus, they need to take into account these factors for the sale of the custom
made garments that they offer to the customers.
The findings obtained from the interview conducted with the customers who frequently
purchase of custom made garments reveal the fact that the aspects of quality, the fact that the
custom made garments are tailored to suit the needs or the requirements of the users influence
the customers to opt for the same. More importantly, the respondents also revealed the fact that
the high cost of the custom made garments, the lack of fashion or for that matter the style
statement of these garments and others are important aspects of the custom made garments
which the customers do not like about the same.

26CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
The findings obtained from the interview conducted with the industry professional reveal
the fact that the effective focus of the garment brands offering custom made garments on the
aspect of quality is something which influences the customers to purchase the same. More
importantly, the industry professionals also revealed the fact that the easy availability or for that
matter the accessibility of the custom made garments in the different garment stores is another
important factor which influence the customers to opt for the same.
Guo et al. (2017) are of the viewpoint that the different garment brands offering custom
made garments to the customer need to take into account the aspects of quality and price for
earning the satisfaction or for that matter the loyalty of the customers. Adding to this, Nayak et
al. (2015) have noted that an important factor which influences the customers to purchase the
custom made garments can be attributed to the high quality of the same over the fast fashion
garments or for that matter the mass production garments. More importantly, as discussed by
Hirakubo et al. (2015), the like the fact that the custom made clothes are being made as per
their body specification and thereby they do not have to spend any additional effort to make
them fit their body. In addition to these, Pal et al. (2018) because of the high quality of the
custom made garments the price of the same is higher than the fast fashion or the mass
production garments which in turn is an important reason why the customers are required to pay
a higher price for the purchase of the same. However, at the same time it had been seen that
this is an important reason which deters the customers to purchase the same and thus it
becomes important for the garment brands to take into account the pricing needs of the
customers.
According to Makopo et al. (2016), because of the emergence of the large number of
garment brands which offer custom made garments it had been seen that the customers are
taking into account whether or not the concerned brands take into account the concepts of
ethics, sustainability and others. Furthermore, it had been seen that the different garment

27CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
brands in order to overcome the intense competition are using social media marketing, taking
the help of brand endorsements, enhancing the accessibility of the custom made garments
offered by them and others. These concepts articulated in the literature review also become
apparent from the results that the researcher obtained from the analysis of the primary data.
3.3 Objective 3: To evaluate the ways in which customization can positively make an
impact on elevating customer satisfaction
3.3.1 Context
This particular research objective was formulated by the researcher so as to understand
the manner in which the garment brands can effectively use the process of customization so as
to enhance the customer satisfaction. More importantly, an analysis of this particular research
objective would also highlight the manner in which the garment brands offering custom made
garments can improve the quality of the garments offered by them so as to earn the satisfaction
and thereby the loyalty of their customers.
3.3.2 Findings obtained from the Survey
The researcher for addressing this particular research objective asked three questions
from the individuals who participated in the survey. The first question was related to the amount
the customers are willing to spend for the different custom made garments. The majority of the
respondents stated that they normally spend less than $100 for the different kinds of custom
made garments (Refer to Figure 4). The second question that the researcher asked was related
to the customer preferences related to the purchase of the custom made garments. The results
which the researcher obtained are summarized by the below given figure-

28CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Figure 6: Customer preferences for the custom made garments
Figure 6 clearly indicates the fact the majority of the respondents, that is, around 43.36%
of the respondents, like to purchase custom made party wears. Furthermore, around 30.07% of
the respondents like to purchase custom made garments which are specially designed for the
different occasions or festivals. Thus, it becomes important for the different garment brands
which offer custom made garments to effectively focus on the manufacture as well as the sale of
these two garments.
The third question which was asked by the researcher was related to the place or the
platform that the participants normally prefer for the purchase of the custom made garments.
The results obtained in response to this particular question is outline by the below given figure-
Figure 7: Purchase preferences of the customer related to Custom made garment

29CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Figure 7 clearly indicates that around 50.39% of the respondents like to purchase the
different custom made garments from the physical stores of the garment brands. On the other
hand, around 21.26% of the participants replied that they liked to purchase the custom made
garments from the online websites of the brands. This has important implications for the
different garments brands since for the enhancement of customer satisfaction, the garment
brands need to effectively develop their physical stores and also online websites.
3.3.3 Findings obtained from the Interviews
The information obtained by the researcher related to the question which was asked
from the customers who participated in the interview are outlined by the below given table-
Respondent What are the ways through which the garment manufacturing
organizations can make the custom made clothing can be appealing
toward wider consumer?
Respondent
1
The garment manufacturing corporations need to find a way to make the
custom garments offered by them relatively cheaper and on par with the ones
offered by the fast fashion brands. This in turn would influence a larger number
of individuals to opt for the custom garments rather than the fast fashion
garments.
Respondent
2
I would say that an important way through which the garment manufacturing
organizations can make the custom made clothing more appealing for the
wider consumers is by taking into account the pricing needs of the customers
and fixing the prices in such a manner that the customers would find it feasible
to buy the same.
Respondent
3
I personally believe that the organizations manufacturing custom made
garments need to form collaboration with the fast fashion brands so as to offer
the kind of garments to the customers which will take into account both their

30CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
requirements and also fashion needs.
Respondent
4
I think that the organizations offering the custom made garments need to
improve the style statement and also reduce the cost of the garments offered
by them and make it on par with the fast fashion or the mass production
garments so as to effectively influence the customer to buy the same.
Respondent
5
The organization manufacturing custom made garments need to reduce the
price of the garments that they offer to the customers so as to effectively
influence the customer buying behavior.
The information obtained by the researcher related to the question which was asked
from the industry professionals who participated in the interview are outlined by the below given
table-
Respondent What are the ways through the garment brands can improve the process
of customization that they use for positively affecting customer
satisfaction?
Respondent
1
I would say that the garment brands needs to integrate the latest fashion trends
within the custom made garments offered by them for positively affecting
customer satisfaction
Respondent
2
The brands need to adequately improve the quality of the services offered by
the physical stores of the same for enhancing the satisfaction of their customers
Respondent
3
The organizations in order to gain the satisfaction and thereby customer loyalty
need to lower the prices that they charge for the custom made garments offered
by them

31CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
3.3.4 Discussion of the Findings
The results of the survey clearly indicate the garment brands need to lower the prices of
the custom made garments offered by them for earning customer satisfaction. More importantly,
the results also reveal the fact that the brands need to focus on the manufacture and the sale of
the party wears and the occasional or festivity garments and also effectively develop their
physical stores for earning customer satisfaction.
The results of the interview conducted with the customers reveal the fact that the brands
needs to integrate the latest fashion trends within the custom made garments offered by them.
Furthermore, they also stated that the brands need to lower the cost of the custom made
garments, enhance the accessibility of the garments and others so as to earn the loyalty or the
satisfaction of the customers.
The results of the interview conducted with the industry professionals reveal that they
consider the brands need to make three important changes. Firstly, they need to integrate the
latest fashion trends within the framework of the custom made garments offered by them.
Secondly, they need to effectively improve the quality of the services which are being offered by
the physical stores of the brands. Thirdly, they need to reduce the price which is being charged
from the customers for the sale of the custom made garments.
Mackey et al. (2017) are of the viewpoint that fashion statement of the garments is an
important factor, which influence the customers to opt for a particular garment. Furthermore,
Yang et al. (2015) have noted that the customers generally like to purchase the kind of
garments which are trendy or for that stylish in nature and in synchronicity with their personality.
On the other hand, as discussed by Gupta et al. (2018), price is an integral entity which directly
influences the purchase decisions made by the customers and if the price of the garments is not
within their budget they are more likely to not opt for the same. Lastly, it is also seen that if the

32CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
customers are not being able to access the garments then they are more likely to not purchase
the same. The results of the data analysis also reveal the importance of these three factors in
the particular context of the buying decisions made by the customers. Thus, it becomes
important for the garment brands to take these three factors into consideration for the
manufacture and the sale of the custom made garments.

33CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Chapter 4: CONCLUSION
The customers in the present times have shown an increasing amount of propensity
towards the purchase of the different custom made garments. Furthermore, it had been seen
that the custom made garments are not only better in quality in comparison to the fast fashion or
the mass production garments but also take into account the requirements of the users as well.
More importantly, since these garments are designed as per the specifications of the users so
they do not have to spend any additional resources to make the same fit to their body.
The research reveals the fact that quality, user friendliness and others are some of the
most important factors which influence the customers to purchase the different custom made
garments. However, at the same time it needs to be said that the cost of these garments is high
in comparison to the fast fashion or the mass production garments. Furthermore, these
garments also fail to integrate the latest fashion trends or for that matter the style statements.
Thus, it becomes important for the different garment brands to not only reduce the price which is
being charged by them for the sale of the custom made garments and also make the same
trendy in nature so as to influence the customer buying behavior. In addition to these, the
brands are also required to enhance the accessibility of the custom made garments and also
effectively develop their physical stores for influencing the purchase decisions made by the
customers.
The effective usage of these concepts are likely to help the brands to enhance the
satisfaction of the customers and thereby the loyalty that they display. More importantly, these
in turn is also likely to enhance the profitability of the concerned brands as well. Furthermore,
the data which the researcher collected through the usage of the research strategies of survey
and interviews helped the researcher to effectively address the three research objectives which
were formulated in “Chapter 1”.

34CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Chapter 5: RECOMMENDATIONS
The important recommendations that the garment brands offering custom made
apparels need to follow for the improvement of customer satisfaction are listed below-
 Usage of Cost Leadership Strategy: The usage of this particular strategy is likely to
help the brands to offer the best quality custom made garments at comparatively lower
prices in comparison to the fast fashion or the mass production garments. Furthermore,
the majority of the respondents complained about the high prices of the custom made
clothes and thus it is likely that the usage of this strategy would enable the brands to
enhance the satisfaction of the customers.
 Integration of latest fashion trends: The majority of the participants complained that
the custom made garments are highly outdated in terms of fashion. Thus, it is likely that
the usage of the recent fashion trends would not only influence the customers to
purchase the concerned garments but also enhance their satisfaction as well.
 Development of Physical Stores: The majority of the customers like to purchase the
custom made garments from the physical stores of the brands. Thus, it is likely that the
effective development of the different physical stores is likely to help the brands to earn
the satisfaction of the customers.

35CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
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39CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Appendix 1: Survey Questionnaire
Kindly attach the survey questionnaire that you used

40CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Appendix 2: Industry Expert Interview Questions
1. Kindly indicate the kind of customers you focus upon
2. Why do your customers select you over your competitors?
3. Why do you think the customers get attracted to the custom made garments offered by
your organization?
4. Do you think that the customers would opt for the garments offered by you over fast
fashion garments?
5. What are the ways through the garment brands can improve the process of
customization that they use for positively affecting customer satisfaction?

41CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Appendix 3: Focus Group Interview Questions
1. What are the reasons which propel you to choose or not choose to purchase custom
made apparel?
2. What influences you to purchase custom made apparel?
3. What are your favorite and least favorite aspects of custom made apparel?
4. If you were to choose, will you choose custom made clothing or fast fashion clothing?
5. What are the ways through which the garment manufacturing organizations can make
the custom made clothing can be appealing toward wider consumer?

42CUSTOM MADE APPAREL AND CUSTOMER SATISFACTION
Appendix 4: Reflection
I would like to say that the completion of this thesis was a great learning experience for
me. For instance, because of this thesis I got the opportunity to learn the academic conventions
of conducting research works. More importantly, I also got the opportunity to learn the manner in
which firsthand primary data is being collected through the tools of survey and interviews and
also the manner in which these data or for that matter information are being analyzed for the
conduct of academic research. Furthermore, the paper also acquainted me to the different
precepts of Data Protection Act and also the manner in which the researchers need to take into
account the entity of ethics for the conduct of their research.
I was also being able to gain insightful knowledge about the garment industry and also
about the custom made garments. Furthermore, the thesis under discussion here also helped
me to understand the different important facets of the custom made garments and also the
factors or for that matter the reasons which propelled the customers to opt for the purchase of
the same. More importantly, because of the research which I conducted I was also being able to
effectively understand the process of customization which the different garments are presently
using and also the manner in which this process is being used by them for earning the
satisfaction and thereby the loyalty of the customers as well. In addition to these, on the basis of
the research that I conducted I was also being able to recommend the ways through the
garment brands can further improve their business prospects by earning the satisfaction and
thereby the loyalty of the customers through the effective usage of the process of customization.
These are important for me since in future I intend to work in the garment industry. In the light of
these aspects, it can be said that overall the completion of this thesis was a great learning
experience for me.