Mass customization refers to a strategy whereby online retailers provide individually tailored products and services to their customers and has been implemented by many retailers with the Internet technology. Many luxury brands such as Bottega Venetta, Louis Vuitton, and Salvatore Ferragamo, provide customization programs to better serve their customers, from engraving their initials on a product to creating a new design of a product. However, the expansion of the customization program to the luxury brands raises potential risk, such as loosening the brand identity and inability to satisfy customers. Despite high interests in mass customization programs and popularity of luxury brands, the effect of mass customization in luxury brands has not been explored. Addressing this gap in the literature, this study attempts to investigate how customized products of luxury brands influence perceived value, satisfaction, and loyalty. In addition, this study explores how consumers’ past loyalty toward a luxury brand influences perceived value of the customization. Hypotheses of the study were (1) Perceived value of a mass-customized product has a positive influence on satisfaction with product customization; (2) Satisfaction with product customization has a positive influence on brand loyalty; (3) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s past loyalty; (4) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s need for uniqueness. The research strategy of this study was survey methodology and the sample of the study was online shopping consumers. Online questionnaires were collected by an online survey firm. After visiting ‘BURBERRY BESPOKE’, a mass-customization program of a luxury brand, survey participants were asked to answer the questionnaire. The instrument tapped perceived value of a mass-customized product, satisfaction with product customization, past/future brand loyalty, and need for uniqueness. A total of 304 female online shoppers participated in the survey. The result of structural equation modeling found the positive effects of hedonic value and utilitarian value on satisfaction with product customization and the positive effect of the satisfaction on brand loyalty. The result of multiple group comparison analyses revealed the moderating roles of past loyalty and need for uniqueness in influencing the effects of perceived value of a mass-customized product on satisfaction. These findings of the study contribute to the literature in luxury brand retailing fields and suggested managerial implications to luxury brand retailers.