Personalisation
Personalization refers to tailoring products, experiences, and services to meet the individual preferences and needs of customers. It involves utilizing data provided by users as input to create personalized offerings.
Customized product offerings
Personalization allows customers to actively participate in the design process by providing their preferences, such as color, style, or fit. This input can be used to create customized fashion products that align with individual tastes and requirements. By offering personalized options, companies can reduce the production of generic, mass-produced items, thereby minimizing waste and resource utilization.
Reduced overproduction
Personalization helps in reducing overproduction, which is a common challenge in the fashion industry. By producing items based on specific customer requests and preferences, companies can avoid creating excessive inventory that may go unsold or end up as waste. This targeted production approach ensures that garments are made to meet actual demand, reducing the environmental impact associated with overproduction.
Extended product lifespan
Personalization can contribute to extending the lifespan of fashion products. By involving customers in the design process, they develop a sense of ownership and attachment to the customized items. This emotional connection often leads to increased product care and a higher likelihood of continued usage, reducing the frequency of discarding and promoting a culture of sustainability.
Enhanced customer engagement
Personalization fosters a deeper level of customer engagement and satisfaction. By involving customers in the design process, companies can build stronger relationships and create a sense of loyalty. This engagement can lead to a shift in user behavior, with customers valuing and cherishing their personalized items rather than embracing fast fashion trends and disposable clothing.
Data-driven insights
Personalization generates valuable data on customer preferences and behavior. Companies can leverage this data to gain insights into user trends, allowing them to make informed decisions about production, inventory management, and sustainability initiatives. These data-driven insights help optimize the fashion supply chain, aligning production with demand and reducing waste.
Circular business models
Personalization can support circular business models in the fashion industry. For example, by offering personalized repair services or customization options for pre-owned garments, companies can extend the life of products and divert them from landfill. Personalization allows for the transformation and repurposing of existing items, enabling a circular flow of fashion products and minimizing waste generation.
Overall, personalization in the fashion industry empowers customers to actively participate in the design process and creates products that align with their preferences. By reducing overproduction, extending product lifespans, enhancing customer engagement, and leveraging data-driven insights, personalization contributes to a more sustainable and circular fashion economy
Case studies
Adidas
Adidas allows customers to personalize their sneakers through their miadidas platform, now integrated into the adidas Locker Room. This platform enables customers to select colors, materials, and design elements to create unique footwear tailored to their preferences. By offering a high degree of customization, Adidas reduces overproduction and minimizes waste, as each product is made to order based on specific customer requests. This approach not only caters to individual tastes but also supports more sustainable production practices. More about miadidas
Levi’s
Levi’s offers a personalized shopping experience through their Levi’s Tailor Shops. These in-store tailor shops allow customers to get their jeans customized and tailored to their specific measurements and style preferences. Services include alterations, repairs, and the addition of unique design elements such as embroidery and patches. This approach promotes the extended use and longevity of products, encouraging customers to maintain and cherish their garments rather than frequently purchasing new ones. More about Levi’s Tailor Shops
Rent the Runway
Rent the Runway is a fashion rental platform that provides personalized recommendations based on individual preferences and occasions. The platform offers a rotating wardrobe of designer clothing, allowing customers to rent rather than buy garments. This model reduces the overall demand for new clothing production, thereby minimizing waste and promoting sustainable fashion practices. Rent the Runway’s service includes features such as home delivery, easy returns, and subscription options, making it a convenient and eco-friendly alternative to traditional fashion consumption. More about Rent the Runway
Nike
Nike’s Nike By You platform empowers customers to customize and personalize their footwear. Users can choose from a variety of colors, materials, and design options to create sneakers that reflect their unique style. This customization reduces overproduction and waste, as each pair is made to order based on customer specifications. The platform also enhances customer engagement by allowing individuals to express their creativity and preferences through their footwear. More about Nike By You
Eileen Fisher
Eileen Fisher, a sustainable fashion brand, offers the Renew program where customers can bring back their old Eileen Fisher garments to be transformed into new designs. This program supports a circular economy by extending the lifespan of clothing through upcycling and recycling. Customers benefit from a personalized approach to sustainable fashion, knowing that their used garments can be refreshed and given a new life, thus reducing textile waste and promoting environmental responsibility. More about Eileen Fisher Renew
Mon Purse
Mon Purse allows customers to design and personalize their own handbags. Through the platform, customers can choose from various design options, materials, and add personal monograms to create a unique accessory. This customization approach reduces waste by producing items based on specific customer preferences and eliminates the need for mass-produced inventory. Mon Purse’s model emphasizes individual expression and sustainable production, ensuring that each bag is as unique as its owner. More about Mon Purse
References
Ma, Na, Jieun Kim, and Jee Hyun Lee. “Exploring personalized fashion design process using an emotional data visualization method.” Fashion and Textiles 9.1 (2022): 1-15.
Nobile, Tekila Harley, and Lorenzo Cantoni. “Personalization and customization in fashion: searching for a definition.” Journal of Fashion Marketing and Management: An International Journal 27.4 (2023): 665-682.
Jain, Sheenam, and Malin Sundström. “Toward a conceptualization of personalized services in apparel e-commerce fulfillment.” Research Journal of Textile and Apparel 25.4 (2021): 414-430.