**3. Enabling sustainable fashion through mass customization**

A growing number of apparel manufacturing companies have shown their interest to adopt a mass customization strategy [20, 21]. This is a promising approach in overcoming some of the sustainability challenges inherited in the mass manufactured business model, yet the producers still show their interests only from an economic viewpoint. However, careful analysis of the characteristics of mass customization provides positive insights into reducing excess production, overconsumption, extending product life, and minimizing waste generation. Therefore, it is vital for the manufacturers and retailers to look into this strategy not only in an economic perspective, but also in environmental and social perspectives as well. The following section briefly discusses several possibilities that mass customization may foster sustainability in the fashion industry.
