Consumers longing for a good-fitting pair of blue jeans will get their wish in the new year as a University of Alabama clothing expert says we should expect to see, and be able to afford, clothing that is literally made just for us.

Dr. Brecca Farr, assistant professor of clothing, textiles and design in the UA College of Human Environmental Sciences, says mass customization is well on its way out of the research and design phase and into our closets.

Mass customization focuses on providing consumers a "common" product when, where, and how they want it. For clothing, it usually means customized fit or creating your own garment -- sometimes even designing your own fabric. Using the latest manufacturing technology enables the production of a pair of jeans just the way you want -- either by selecting your design preferences and providing critical measurements or by sending in a pair of your favorite jeans and having a copy made.

"Two factors are driving our society -- individuality and convenience," said Farr. "Technology allows us to have more of our lives tailored to our own preferences. Look at beauty products, satellite television, or Internet ads. We also seek convenience. It is incredible the number of people who do not try on clothing because they won't take the time to go to the changing room, or they simply find it too much of a hassle to do so.

"The apparel industry has recognized that consumers are choosing their own styles, while consumers are recognizing that there is a limitation to their choices -- what is available in the store. Some retailers have the misconception that just because a consumer purchases a given skirt, scarf, or sweater, that means that item was the consumer's first choice. Many times, what sells is a factor of what is available," said Farr.

These factors set the stage for mass customization, Farr explains. "What was once the domain of the mass production is now entering the realm of the mass customized," she says. The invention of body scanning technology, a process that records a body's 3-D measurements, and the recognition that consumers are increasingly more often choosing not to buy rather than settle for something that's not quite right, have promoted another mode of apparel engineering and production.

However, mass customization is not yet a bargain for consumers, Farr noted. "While retail prices for these items have gone down, they are not cheap. Prices range from slightly less than $50 to several hundred dollars, depending on the garment and materials -- like a men's dress shirt vs. a pair of leather pants. And, of course, that doesn't include shipping."

Dr. Brecca Farr can be reached at 205/348-8140 (office) or brecca.farr@ua.edu.
 

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