Verticals like fast fashion won’t completely adopt personalisation on production side
As the coronavirus pandemic rages on, the digital transformation that was earlier seen to be inevitable in the next 5–10 years has already begun. Fibre2Fashion explores whether personalisation at the mass level can become a reality soon.
We don’t get the sense that personalisation is a priority at this time and that is not to say it won’t be in the future. After covid-19, standardising the fit of the core lines would be imperative. Getting customers into the right fit the first time they try on a garment is of course the holy grail. Brands need to choose a fit standard to go with and stick to that fit standard.
Personalisation is the future, no doubt. It comes in diﬀerent ways, shapes, models etc. I don’t think that we are going to have a clothes-3d printer at home someday soon, but an idea to forget about sizing labels, like “Extra large”, “34”, can come true relatively soon.
Personalisation is not necessarily that diﬀerent: the entire premise is for retailers to leverage their data to drive personalisation through experience, assortment, or location and delivery. These factors continue to remain a focus for retailers. For instance, retailers are now exploring more ways to execute final-mile delivery, such as by oﬀering buy online, pickup at curbside (BOPAC) options. They will also continue to leverage attribution in their data to identify items with the highest likelihood of selling. Technologies such as artificial intelligence (AI) and machine learning (ML) make personalisation a reality for many retailers looking for a quicker ROI, as AI/ML capabilities allow them to combine their data and isolate the most predictive attributes to help them define the right product assortments.
Technology and personalisation will have an impact on optimising the management of their supply chains and inventories as a first step. The next wave of innovation will be contextual intelligence and hyper personalisation that will drive more meaningful customer interactions. The online and offline retail worlds are becoming less distinctive and retailers are improving their omnichannel oﬀering to meet consumers’ demands for ease of access and personalised dialogue. On the other hand, I don’t think that made to measure fashion at scale will happen tomorrow.
What we have all gone through in the past few months will have an impact on all aspects of society. No one knows for sure how it will aﬀect fashion or retail with the exception that the online shopping experience will dramatically increase. Personalisation online is much easier to achieve than within a retail store environment. That being said, people like to investigate touch, feel and try on garments. With social distancing restrictions being implemented and limiting the number of shoppers permitted within a store, personalisation is a possibility.
It’s a long shot and I’m not expecting to see personalised fashion at mass level soon. The personalisation can work for specific niches such as suits and shirts, and sneakers, but my opinion is that the choice to buy a personalised item will still be a niche and not a generalised habit.
Yes, we’re already seeing a big trend in AI curation from retailers, including personalised “what’s trending” recommendations based on inﬂuential tastemakers, features that enable consumers to build their own wardrobes across a number of diﬀerent brands, on their budgets, all in one place online. There’s also a strong move for mass market brands to provide a customised experience for consumers, such as Nike By You Custom Shoes, or beauty brands like Clinique’s custom-blend hydrator. This trend will continue to accelerate as customers expect more personalised experiences, and as brands hope to attract a wider range of audiences.
There's clearly a sharper focus on personalisation these days, and technology is playing a significant role as a facilitator for this. The fast fashion concept heralded by e-commerce is here to stay and personalisation is here to stay. More than 90 per cent of tomorrow’s transaction on e-commerce platforms will be driven by personalisation.
No concrete opinion yet. Still too early to gauge. But, it looks promising.
Our solution is focused on personalisation. Shoppers are able to get accurate fit and styling visualisations, which drives engagement, conversion and retention. Personalisation is a trend that is here to stay and will continue to rise.
Published on: 22/06/2020
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.