Personalised fashion: why online retailers need to deliver a tailored service

This article seeks to combine the trend of personalisation with fashion in order to reduce returns and discontent, arguing for a value exchange that applies macro-insight taken from micro-personalisation.

Personalised fashion: why online retailers need to deliver a tailored service

Stuart Simms Fits.me

Getting the right fit is a challenge when buying clothes online. To avoid multiple purchases, returns and discontent, retailers need to understand their customers better through a 'value exchange' of information, becoming customer-centric by applying macro-insight gained from micro-personalisation to deliver a tailored service.

Evidence suggests that the online shopping market is set to grow to £645bn across the UK, US, China and Germany by 2018. Overall, 92% of the UK population now shop online for clothes, but it's not just the exponential growth of...

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