7. December 2021
Sizing up personalized fashion

How fashion retailers can meet the growing demand for customized products.


Fashion brands have long considered the upselling possibilities of personalizing their products for individual consumers. But personalization has never really caught on outside of the luxury segment. Few brands offer such services today, and those that do personalize only a fraction of their assortments.

All brands are searching for hyper-relevance just as consumer desires are changing rapidly and customer journeys are becoming more fragmented. Fashion brands must have exactly the right product at the right moment to capture a consumer’s attention.

Personalization is not easy to implement at scale. But our findings show there is enormous potential for fashion brands who can crack the code.

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