Abstract:

Focusing on men’s bespoke tailoring wear’s market and consumers’ needs and demands, by using the theory of customer value and customer value measurement model, the constituent elements of customer value of Chinese men’s bespoke tailoring wear were detected. By means of depth interviews of target consumers, eighteen constituent elements were drawn. Through the statistical analysis of the result of the questionnaire survey of 349 samples, five factors of Chinese men’s bespoke tailoring wear were extracted, which are quality, service, experience, individual needs, and social needs. Each of these factors contains a number of explanatory variables. The results show that the elements' detection of customer value of men's bespoke tailoring wear helps to deepen the understanding of target customers and is an important measure to meets. It is also the only rule for the enterprises to improve customer satisfaction and enhance the competitive advantages.

Key words: bespoke tailoring, men's wear, customer value, constituent element