AN EMPIRICAL STUDY ON CONSUMER PREFERENCES FOR ONLINE CUSTOMISED CLOTHING PLATFORM

The landscape of fashion online shopping has undergone rapid transformation since the pandemic. Unlike traditional offline shopping experiences, customers engaging in online shopping are unable to physically interact with the products they intend to purchase. As a result, the display of comprehensive and accurate product information plays a primary role in facilitating fashion online shopping experience. This paper aims to gain insights from consumer perspective to investigate their preferences for online fashion platforms and individualized fashion by conducting online questionnaire survey. The survey involved 162 respondents who were asked to rate opinion questions using a seven-point Likert scale. The results highlighted the importance of displaying products from different angles, providing close-up details with zoom-in functions, and presenting clothing on human models along with size information, such as size charts and size recommendation tools. Credibility cues, including product reviews and comments, seller reputation and ratings, and consumer-submitted photos, were also valued by consumers. The study also revealed a high expectation on the mobile body measuring technology. This paper provided valuable insights for prioritizing product information and features in the design of an online custom clothing marketplace platform. Additionally, it offered valuable customer insights for fashion brands and tech companies assisting with e-shop launches.