Research On The Product Development Mode Of Customization Apparel Based On Brand Value

In recent years,due to the rapid development of Internet information technology and the widespread use of intelligent manufacturing equipment in the apparel industry,apparel customization enterprises supported by digital,intelligent,and flexible technologies have been developing rapidly.At the same time,due to the rapid rise of the experience economy and the awakening of consumer value co-creation awareness,traditional customization enterprises featuring one-person,one-version,long production periods,and manual production are facing new challenges.Therefore,apparel customization enterprises need to optimize their product development mode and improve their product development capability on the road of transformation and upgrading to enhance their brand value in order to face the intensifying competitive environment.This paper employs qualitative and quantitative analysis methods to analyze the customized garment product development model,construct a brand value evaluation system,and propose a customized apparel product development model based on brand value,the main contents of which are as follows.1.Proposing a theoretical model of customized apparel product development.First,this article clarified the classification of customized apparel from different angles,and the classification perspective adopted in this paper is confirmed.Second,this article introduced the three characteristics of customized apparel and the three features of product development,and summarized the three key operational activities of customized apparel product development in this way.Third,the theoretical framework of customized apparel product development(TCPD)is proposed based on relevant theories.Based on the mutual combination of design forms,marketing modes,and production methods,this paper summarizes two types of customized apparel product development models,namely the individual customization product development model based on hand-made skills(ICHM)and the mass customization product development model based on ready-to-wear business extension(MCRB).2.Constructing a hierarchy structure model of customized apparel product development.Firstly,this article used the semi-structured interview to interview relevant practitioners,and optimized the theoretical model of customized apparel product development based on the interview results.Secondly,based on the optimized two types of customized apparel product development models,this article constructed an integrated hierarchy structure model of apparel customization product development(PDCHS)through a modular and hierarchical approach.The PDCHS contains four levels which are goal level(1 module),process level(4 modules),and project level(12 modules),and activity level(46 modules).Finally,used analytic hierarchy process to established a judgment matrix,which calculated the weights of the operational modules of customized apparel product development.3.Building a brand value evaluation scale for customized apparel brands.Firstly,based on the research of related literature and the practical experience of researcher,the initial scale was constructed by qualitative analysis of semi-structured interview contents using rooting theory and card sorting method.Next,exploratory factor analysis and validation factor analysis were respectively employed to refine,purify and test the scale.The results showed that the scale had good reliability and the model had a good fit.As a sult,this research formed a brand value evaluation scale for customized apparel brands,and this scale containing 30 items and 9dimensions.Finally,using the methods of principal component analysis,this research calculated the weights of each measurement index in the evaluation scale.4.Developing a customized apparel product development model based on brand value.Firstly,this article corresponded operational modules of customized apparel product development to the brand value measurement index,and calculated the comprehensive weight of operational module.Secondly,this article analyzed each correspondences according to the order of the integrated hierarchy structure of customized apparel product development.Third,the product development operational activity modules were stratified to determine the priority of this modules.Fourth,this article proposed the brand value-oriented customized apparel product development method(PDM-BV),and introduced this method’s relationship and selection criteria.5.Verifying the effectiveness of the brand value-oriented customized apparel product development method(PDM-BV).This research selected a customization apparel company to apply the PDM-BV to its product development business.The effectiveness of this method was verified by comparing sales data.The study of the relationship between product development model and brand value can analyze the synergistic mechanism between them and provide systematic decision support for the product development of customization apparel enterprises oriented to brand value enhancement.In addition,this article can also provide new ideas and methods for customized apparel enterprises in reconstructing product development model and enhancing brand value.