Wettodry Initiative : Leading the Way to a Sustainable Fashion Supply Chain through E-Mass Customization

Abstract: For this thesis, the concept of e-mass customization, supported through e-commerceand away from mass production is considered as an alternative and sustainable strategyfor fashion and textile companies of western markets. Since the need for selfactualization and individualization increases among western societies, in addition tosustainably conscious consumption patterns, mass customization is one strategicsolution to face current market trends. In accordance to that, it is aimed to find highlyflexible supply chain possibilities suitable for this volatile industry sector. This isaccompanied by exploring modern and innovative production and information andcommunication technologies to ease cost, location and risk advantages. The main effortis placed on digital textile printers since this technological integration is regarded as ahub that supports a digital, yet flexible supply chain setup, regardless of point ofproduction.