Dr Jocelyn H-C Chen
Dept. of Textiles & Clothing,
Fu Jen Catholic University
jocechen@mails.fju.edu.tw
TBA
Investigating Garment Fit Requirements for Fashion Brands in Taiwan: A Case Study Based upon Oasis and French Connection
The U.K. brands, Oasis and French Connection, have been available in the Taiwan fashion market for about 10 years. Although the garment styles have become increasingly accepted by individual groups of local women, their garment sizes and pattern constructions have not been appropriate for their niche markets in Taiwan. A case study was conducted in Taiwan to investigate the feasibility of taking local-based garment fit into consideration as part of the concept of mass customisation. The problems generated from garment fit were empirically identified through measurement of customers of both branded garments sold at department stores. China is deemed to be increasingly important to the future market of global fashion business. Taiwan appears to have a relatively key role that significantly reflects Chinese culture. However, world fashion brands have not taken full advantage of it. This work forms an essential first phase in establishing local-based requirements of garment fit for mass customisation in the future global fashion business.
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