The project is created from a motivation to work with sustainability, in addition to my passion for outdoor adventures.

The textile industry is known to be a polluting one, and the outdoor apparel industry shares many of the same value chains with general clothing and fashion brands. The outdoor apparel industry can also be characterised by a strong connectedness to nature, which is the main arena and context for product use.

The report aims to answer the following research questions:

How can service provision alongside mass customisation enhance product circularity?

What should outdoor apparel brands consider when implementing mass customisation?

Service-oriented value creation may help brands remain competitive without increasing the need for tangible product manufacturing. Mass customisation can help create tighter customer bonds and better product satisfaction for customers.

Mass customisation is a concept and a production strategy that lets customers customise their products according to own preferences. This often happens before purchase and final production/assembly.

The technology that enables commercial use of Mass customisation in the apparel industry is developing and opening up for new production opportunities and new experiences in product acquisition and use.

A more interactive product journey enables the customer to co-create and choose the combinations and alternatives they find most suitable.

Mass customisation can, in theory, lead to more sustainable consumption through extended product lifetime as an effect of higher product attachment and better fulfilment of consumers’ preferences and needs.

The project discusses the application of mass customisation in the outdoor apparel industry, with ideas and suggestions for further research and implementation.