Mcpc - 079 - 2007

We present an extended paradigm for sizing and fit, mass customized target market sizing; that is, sizing systems based on and derived from measurement data exclusively from the people who represent an apparel firm’s target market. Mass customized target market sizing is proposed as an alternative to proportional sizing systems used by the apparel industry for ready-to-wear. Advancing technologies, especially the body scanner, are the tools that make target market sizing possible through rapid, accurate measurement of populations and development of continuously updated measurement data bases that can be sorted by multiple demographic factors to provide the foundation for mass customized production. Our central argument is that companies that focus on a well defined target market, that create well designed clothing and sizing systems for this market, that accommodate the full range of body proportions of this market, and that communicate effectively with the market can succeed as a mass customized business. Target market sizing is examined for its potential to improve fit for both mass customized and ready-towear apparel based on the variables proposed within a sizing and fit conceptual framework. Implications of mass customized target market sizing and recommendations for industry, consumers, and educators are discussed.