Evaluation of customer engagement and interaction in online garment customisation

Online configurators enable the widespread customisation of products using personal devices. Through virtual simulation, the configuration process can become more interactive and immersive, opening new opportunities for a range of sectors. However, when it comes to fashion, the garment customisation process can be complicated and confusing for customers to navigate in an unguided environment. This study investigates established online garment customisation methods, to understand how the remote digital environment impacts customers’ engagement with garment function, form and fit. Participants with previous garment customisation experience were asked to customise a shirt using an online configurator, and data was collected through in-depth interviews to understand customers’ decision journeys and emotional responses toward a digitally configured product. The results indicate that, despite a positive experience in configuring appearance, customers’ inability to visualise the customised garment on their body could result in less satisfaction with, and sense of ownership of, the designed digital outcome.