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Consumers and Mass-customisation.

Academic research

Consumers and Mass-customisation

At a time when the fashion system fills the consumer landscape with products and images aimed at provoking desire in a very broad public, is there any sense in dreaming of a “unique” garment by choosing different options proposed by the manufacturer, as if one were buying a computer or a car? European consumers were, for the most part, born in the ready-to-wear age, as such, can they aspire to getting out of this stage to force fashion designers to totally rethink the manufacturing process?

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