Perception of clothing customization in the city of San José de Cúcuta, Colombia

Abstract

Customizing, in the specific context of fashion, refers to modifying something according to personal preferences; in other words, personalizing. Once clothing items go out of style, consumers buy new ones to replace the worn ones, generating waste that harms the environment. The purpose of this research is to analyze the perception of clothing customization in the city of San José de Cúcuta. To this end, 138 surveys were conducted in the city. The results show that citizens like the idea of ​​altering clothing and would be willing to buy customized garments as long as a hygienic process and a good price are guaranteed. It is concluded that it would be viable to initiate the process of creating a company in the city that carries out the transformation and organized marketing of this type of clothing, which has a specific segmentation in the local market.