Evaluation of customer engagement and interaction in online garment customisation
File(s)
Author(s)
Zhan, Bowen
Sheldrick, Leila
Type
Journal Article
Abstract
Online configurators enable the widespread customisation of products using personal devices. Through virtual simulation, the configuration process can become more interactive and immersive, opening new opportunities for a range of sectors. However, when it comes to fashion, the garment customisation process can be complicated and confusing for customers to navigate in an unguided environment. This study investigates established online garment customisation methods, to understand how the remote digital environment impacts customers’ engagement with garment function, form and fit. Participants with previous garment customisation experience were asked to customise a shirt using an online configurator, and data was collected through in-depth interviews to understand customers’ decision journeys and emotional responses toward a digitally configured product. The results indicate that, despite a
positive experience in configuring appearance, customers’ inability to visualise the customised garment on their body could result in less satisfaction with, and sense of ownership of, the designed digital outcome.
positive experience in configuring appearance, customers’ inability to visualise the customised garment on their body could result in less satisfaction with, and sense of ownership of, the designed digital outcome.
Date Issued
2026-01-02
Date Acceptance
2024-11-23
Citation
International Journal of Fashion Design, Technology and Education, 2026, 19 (1), pp.52-63
ISSN
1754-3266
Publisher
Taylor and Francis Group
Start Page
52
End Page
63
Journal / Book Title
International Journal of Fashion Design, Technology and Education
Volume
19
Issue
1
Copyright Statement
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-ncnd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
Identifier
10.1080/17543266.2024.2435435
Subjects
Customer engagement
ecommerce
garment customisation
product configurator
visualisation
Publication Status
Published
Date Publish Online
2024-12-05