Fashion retail in the age of personalization and personalization

The fashion industry is constantly evolving and retailers that don’t innovate fast enough are left behind. One of the most important areas in which fashion retailers need to innovate is personalization, as fashion-conscious consumers want to leave a store with the feeling that the clothing manufacturer they just bought is unique to them.

This adaptation begins in the design phase. With data crowdsourcing and the use of technologies such as machine learning, sustainable clothing manufacturers can now collect and analyze consumer preferences and use the results to guide the design and manufacturing process.

A new era of personalization

We are entering an era of mass individualization. In some product categories, according to Deloitte Consumer Review, more than 50 per cent of consumers expressed an interest in purchasing personalized products or services. The authors of the reports say:
Companies that do not integrate personalization into their offering run the risk of losing sales and building customer loyalty in the future.
But when it comes to fashion, customization is a complex issue. Even when wearing the same size, two people have very different preferences, body shapes, and style expectations.
To create a truly personal style and fit, it is necessary to understand the details and constructions behind each style and its relationship to the consumers who buy and retain it.
True Fit is an American startup that has developed a data-driven personalization platform for fashion retailers. Through its partnerships with top brands, retailers, and millions of consumers, the company has created a huge database of fit and style data for apparel and footwear. It analyzes this data using big data techniques and offers its personalization services to fashion retailers.
Online custom clothing manufacturers are working on projects to create clothing for a person based solely on their commitment to visual content, for example, the type of clothing a person buys or searches on a website.

Personalize the experience

But customization isn’t just about customizing products. Personalizing the entire shopping experience enables retailers to be closer to the consumer at a time when customer journeys are fragmented across channels and the journey to purchase can take from a few minutes to several weeks.
Personalization technologies allow websites to extract shopping and browsing history to better understand a customer’s preferences and better target recommendations. We all know those emails from Amazon and other online retailers that say, “You recently looked at Product A so you might be interested in Product B”.
We know that the recommendations are simply based on our current browsing history and an algorithm that selects the products that customers with similar browsing habits buy most often. However, the website seems to “know” what interests us and offers help; The experience feels personal.
Increasingly, consumers expect this to be possible in fixed-line retail as well.
So if you want to give consumers good reasons to keep visiting your store, you need to provide them with a personalized shopping experience.