Mass Customization and Socio-environmental Responsibility and Sustainability of the Fashion Brand and Its Supply Chain

The application of mass customization in the fashion and apparel industry has a tremendous environmental and social cost. The operationalization of the concept seems complex, and it requires considerable agility in adapting the business model. An increasing number of companies are trying to come together to change the fashion economy and foster social and environmental responsibility, but at what cost? The activities of the fashion industry are known to lead to damaging impacts on biodiversity and the overall health of communities. The need for a transition to sustainable and responsible fashion (i.e., achieving environmental preservation and social justice, respectively) is critical to the future of a thriving industry (leading to economic sustainability). The discourse of consuming less and better opens the door for manufacturers to provide more personalized products that are better adapted to consumer choices. This article explores if mass customization manufacturing can really live up to its sustainability aspirations? An exploratory study was conducted to gather the perception of manufacturing business owners concerning the interplay between product personalization and adapting a responsible manufacturing approach. Findings from the survey suggest companies can benefit from incorporating product customization into a responsible approach, such as designing long-lasting products, reducing resource use and increasing traceability of sourcing/transparency. In addition, respondents agreed that absorbing some of the costs could help customer loyalty without significantly increasing retail prices. However, demand forecasting remains a challenge to integrating sustainable practices into a mass customization business model. Further research is needed to leverage product personalization to promote responsible consumption and integrate it into existing models.