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Rod’kina O.A., Surzhenko E.Ya. Integrative typology of mass customization and methods of targeted clothing design: analysis of compatibility and identification of priority development directions. Journal of Clothing Science. 2025; 10(3). Available at: https://kostumologiya.ru/PDF/06TLKL325.pdf (in Russian).

Integrative typology of mass customization and methods of targeted clothing design: analysis of compatibility and identification of priority development directions

Rod’kina Olga Aleksandrovna
Saint Petersburg State University of Industrial Technologies and Design, Saint Petersburg, Russia
E-mail: rodkina-oa@mail.ru
ORCID: https://orcid.org/0009-0001-1640-9201
RSCI: https://elibrary.ru/author_profile.asp?id=1183851

Surzhenko Eugeny Yakovlevich
Saint Petersburg State University of Industrial Technologies and Design, Saint Petersburg, Russia
E-mail: esurzh@mail.ru
ORCID: https://orcid.org/0000-0002-7458-9642
RSCI: https://elibrary.ru/author_profile.asp?id=690149
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=6507182838

Abstract. In the context of the digital transformation of light industry, mass customization is considered as a promising strategy that combines a personalized approach to designing clothing with the effectiveness of serial production. However, to date, there is no clear methodological base that allows you to correlate the form of customization with applicable methods of targeted clothing design. As part of the study, the authors have analyzed and generalized various approaches to the production of clothing, an integrative typology model of mass customization was formed, including 8 areas: from soci-economic and cultural-ethical, to the systemic formation of assortment series. Based on the analysis of domestic and foreign literature, comparisons of existing classifications formulated structural criteria for compliance with design methods for making clothing with the customization types. A comparative analysis of three customization types was carried out: full customization, mass customization and final customization. Such a comparative consideration made it possible to compare the existing methods of targeted design inside the boundaries of the concept of «mass customization». Based on the results of a consumer survey, a scientific hypothesis on the priority of high-quality individual planting of the product is justified compared to the possibility of changing the design of models. It was established that obtaining the exact dimensional characteristics of the consumer and its further purposeful use in the adapted model structure of the product using modern digital and distance technologies is a critical condition for the successful implementation of targeted design of clothing in serial production and, therefore, is a promising direction of further research.

Keywords: targeted clothing design; mass customization of clothing; digital technologies; typology of mass customization; classification of targeted clothing design methods; consumer preferences; priority of proportionality and high-quality fit of clothing

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