Problem definition: In high-product-variety businesses like fashion, mass production (MP) systems create environmental waste in the form of overproduction on a colossal scale. Mass customization (MC) has been proposed -- without solid evidence -- as a solution. In this paper, we analyze whether...

We explore adoption of mass customization (MC) -- in place of mass production (MP) -- in a profit-driven competitive environment as a solution to the serious problem of overproduction (and all the environmental waste that it generates) endemic in the fashion industry. Building on a demand model...