Abstract:

In order to enhance the customer experiential value and meet the consumer's demand and expectation of customized products and services, the experience difference of clothing personalized customization based on different situation was discussed by using theoretical analysis and mathematical statistics. Based on the literature review, a series of factors affecting customer experiential value were proposed, and 6 dimensions of functionality, sociality, service, enjoyment,  personalization, after-sale and 24 measurement items were confirmed. 411 samples were collected by the questionnaire survey and the relationship of all dimensions was above 0.71, showing that the relationship among each dimension of clothing personalized custom experience is positive and strong. The evaluating formula of clothing personalized custom was built in this paper. The results show that clothing personalized customization under different situations can effectively enhance the customer satisfaction and brand competitiveness by improving the corresponding consumer experiential value.

Key words: personalized customization, clothing brand, consumer experience, experiential value