For this thesis, the concept of e-mass customization, supported through e-commerceand away from mass production is considered as an alternative and sustainable strategyfor fashion and textile companies of western markets. Since the need for selfactualization and individualization increases among western societies, in addition tosustainably conscious consumption patterns, mass customization is one strategicsolution to face current market trends. In accordance to that, it is aimed to find highlyflexible supply chain possibilities suitable for this volatile industry sector. This isaccompanied by exploring modern and innovative production and information andcommunication technologies to ease cost, location and risk advantages. The main effortis placed on digital textile printers since this technological integration is regarded as ahub that supports a digital, yet flexible supply chain setup, regardless of point ofproduction. / Program: Master programme in Applied Textile Management

There is an abundance of information available (from industry journals, company websites, and specialist trade fairs) relating to commercial digital textile printing. However, there is a scarcity of information regarding how digital textile printing is being used and taught, in undergraduate textile design degree programmes and how staff and students deal with colour accuracy issues. This research aims to explore and compare approaches to achieving colour accuracy in digital textile printing in industry and HE environments. The research findings are intended to provide useful information for educators involved with delivering digital textile printing in Higher Education (HE) to benefit the industry. Secondary research contextualises the study, with the history of printed textiles examined in order to place digital textile printing in context. The evolution of digital textile printing, colour communication and colour management in the digital textile printing process are also studied, as is the current status of digital textile printing in industry. A review of literature relating to learning and teaching styles presents aspects of pedagogy relating to the research aims and objectives. The primary research undertaken for the study was through interviews, visits and questionnaires. Questionnaires completed by educators at HE institutions that offer digital textile printing as part of their undergraduate textile design programmes were followed by visits to comparison institutions. The second stage of data collection consisted of individual and group interviews with educators and students from a BSc textile design programme. The individual and group interviews with educators and students led to the formulation of a questionnaire that was sent to industry professionals (including graduates of the BSc programme). For the final stage of the data collection, interviews were conducted with graduates from the BSc programme who were working with digital print. From the primary data collection the key aspects that require teaching for a good understanding of the design process for digital print were identified and rated with regard to importance. This led to a teaching model for an undergraduate textile design programme and the development of initial lectures for such a programme. In addition the data analysis indicated that further work could be done to develop learning resources to improve students’ knowledge in this area and support their transition from the HE environment to industry.

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På dagens hårt konkurrensutsatt marknad är inte bara priset en viktig konkurrenskraft, även relationen mellan kund och leverantör kan spela en avgörande roll för om det blir en affär eller inte. Möjligheten att låta kunden vara delaktig i produktutvecklingsprocessen är även ett sätt att stärka kundrelationerna. Uppsatsens syfte har därför varit att undersöka kundrelationerna både från leverantörens och kundens perspektiv. Avsikten med uppsatsen var även att undersöka hur kundrelationer och kundinvolverad produktutveckling kan användas för att skapa konkurrensfördelar inom Business-to-Business. Almedahls var även intresserade av att närmare undersöka möjligheterna för digitaltryck, vilket är en ny tryckprocess för företaget.Vi gjorde därför en fallstudie på Almedahls, ett tillverkande företag inom textilbranschen. Eftersom vi var intresserade av kundrelationer gjorde vi intervjuer med kunder samt anställda på Almedahls. Genom intervjuerna fick vi även svar på kundernas delaktighet i produktutvecklingen. Vi har även gjort en grundlig litteraturgenomgång för att finna tillämpbara teorier till fallstudien.Efter avslutad studie kan starka slutsatser dras att välutvecklade kundrelationer ger flera konkurrensfördelar. Dels ökar kundlojaliteten, kunden gör hellre affärer med någon de känner väl än en främmande leverantör, dels har företaget möjlighet att konkurrera med andra faktorer än lägsta pris. Kundinvolverad produktveckling ger även flera fördelar, risken att producera oattraktiva produkter minskar när kunden redan på ett tidigt stadium får utrycka sina åsikter och önskemål om produkten. Möjligheten till kundinvolvering uppfattas även positivt av kunderna, som ser företaget som mer kundorienterat. Att involvera kunder i produktutvecklingsprocessen är något som stärker relationen ytterligare.In today’s highly competitive market the price is not the only important competitive advantage, the relationship between the customer and the supplier can be a crucial factor for the customer to decide whether or not to buy from the supplier. The possibility to involve the customer in the product development process is another way for the supplier to strengthen the relationship with the customer. The purpose of the thesis has therefore been to investigate the customer relationship, both from the supplier’s and the customer’s perspective. The purpose was also to investigate how customer relationships and customer involved product development can strengthen a company’s competitiveness in Business-to-Business. Almedahls is also interested in further investigating the possibilities for digital textile printing, which is a new printing process for the company.We therefore made a case study on Almedahls, a manufacturer in the textile industry. Since we also were interested in the customer relationships we made interviews with customers and employees at Almedahls. Through the interviews we also received answers about the customers’ involvement in the product development. We have also made a thoroughly literature review to find applicable theories to the case study.After the study was done strong conclusions could be made about that strong customer relationships gives a company several competitive advantages. The loyalty of the customer base increases, customers are more willing of doing business with a company that they are familiar with rather than with unknown suppliers, it also gives the company other factors than price to compete with. Customer involved product development gives a firm plenty of advantages, the risk of producing unattractive goods decreases when the customers get the possibility to be involved in an early stage of the product development. When being involved in an early stage the customers have an opportunity to share their thoughts and wishes about the final product. The possibility for customer involvement is something that is appreciated by the customers, who perceive the company as more customer oriented. To involve the customers in the product development process will also help strengthen the relationship with the customer. / Program: Textilekonomutbildningen

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