Generation Z’s Perceived Value of Customised Fashion : A Mixed Method Approach

Abstract: The standardised approach of producing fashion products in conjunction with the fast fashion trend has triggered a throwaway culture where premature disposal of well- functioning fashion products is a major problem. However, a shift has been revealed with the emerging demand for personalised fashion, as opposed to standardised garments. Generation Z is known for its urge to showcase personal identity, which makes this consumer group a driver in the growing trend of customisation. The relevance of customisation in fashion is further fuelled by its capability to enhance consumers’ emotional attachment towards the customised product, which often results in the product being kept longer. The perceived consumer value of customisation is acquired from the final product as well as the co-design process. The purpose of this study is to investigate Generation Z’s perceived value of customised fashion products and the co-design process. The underlying objective is to explore if the concept of customisation has the potential of becoming more established in the future fashion industry. The study follows an abductive reasoning and adopts a mixed method research with the explanatory sequential design. This mixed method design is a two-phase approach starting with the collection and analysis of quantitative data, followed by the compiling and analysis of qualitative data. For the first phase, a self-administered online questionnaire was conducted. The second phase entailed semi-structured interviews, which were designed to make up for obscure results in the survey. The Consumer Perceived Value Tool (CPVT) served as a theoretical lens for analysis and guided the construction of the data collection tools. By means of the CPVT the study found that Generation Z particularly perceive value in the utilitarian and creative-achievement benefits of customised fashion. Moreover, the perceived self-expressiveness and hedonic value were deemed significant to the generation. Generation Z showed little evidence of perceiving value in the uniqueness benefit of customised fashion. Lastly, an additional perceived value of customisation was proposed and is related to environmental sustainability, which is acquired from the benefit of acting more responsibly.