Fashion e-tailer Rose unveils customized dress initiative

"Our online tool gives fashion-conscious consumers the opportunity to make their own design decisions," said Bushra Dirir, co-founder and Chief Fashionista of Rose Athena. "With over 2,500 designs to choose from, we aspire to help every woman feel confident no matter their size or style."

Women can tailor their own dress using Rose Athena's sizing charts, and by selecting from an assortment of design elements such as neckline, sleeve length, hemline and colour. They also have the option to purchase ready-made designs. Next, each garment is hand-crafted using premium fabrics, such as Pima cotton. The finished product is then delivered straight to the customer's door.

Online sales of apparel and accessories are growing faster than any other e-commerce product segment, and will continue to grow over the next three years by double digits. In 2013, this segment is projected to grow by 18.5 per cent to $48.6 billion from $41 billion in 2012 (eMarketer, April 2012). As e-commerce grows, shoppers are becoming more receptive to personalization.

Rose Athena