Custom Clothing Customer Value Elements Of Research

With improved living standards, apparel for customization, especially suit for customization will be an irresistible trend. How to win competition advantage in this fight has become a difficult problem for companies to solve. From twenty century ninety decade academic circle and enterprise circle have carried through a series of researches to find a way to obtain competition advantage .As its use cognized, customer value (CV) has become the focus field attended by marketing researchers and managers of enterprise. CV has been regarded as a new resource of competition advantage.This paper tries to study customization in apparel by CV, and focuses on the demonstration research of CV management of customization in apparel in view of the customers. In order to make research more pertinently, this paper chooses the customers of Youngor as the study object. Paper uses theory of management science, marketing and other related science. Based on a great deal of investigation, the paper analyzes the academic explanation of CV of customization in apparel, CV evaluation of customization in apparel, and CV management of customization in apparel.First of all, based on predecessors' research, this paper studies the theory of mass customization and CV. Secondly, paper analyzes CV evaluation system for customization in apparel in view of the through investigation and fact analysis. There are four first-class elements named as "product", "service", "relationship" and "cost"; ten second-class elements" customized", " quality"," brand"," image"," technology", "convenience", "cooperation", " credit-standing", "money cost" and "non-money cost". In addition, paper proves that there are individual characteristics through the variances analysis between CV elements of customization in apparel and the customer's individual characteristics, and the correlation analysis between CV elements of customization in apparel and total CV.Finally, in order to realize the practical instruction of customer value to customization in apparel industry, the paper uses the evaluation techniques of Customer Value Curves to evaluate the customer value of Youngor and to distinguish the advantage and disadvantage items of customization in apparel. Furthermore, the paper use customer segmentation to identify the characteristic of target customers, points out the direction and means to improve customer value, and proposes specific and operable strategies of customer value management.