Hyper Personalization within the Fashion Industry and its Future

What is Personalization?

Personalization is the process of tailoring a product or service to a specific individual and it is quickly becoming one of the most used methods by marketers today. Now, consumers must have their needs acknowledged, highlighted, and met. Hence, where the marketing and brand-retention tool of personalization comes in. 

As Statista states, “Roughly half of surveyed marketers from various countries stated that their personalized experiences for customers improved general customer experience (CX), as well as customer retention”. This fact is true across multiple markets and countries, emphasizing the universal importance of consumers feeling tailored to.

How Is Personalization Implemented? 

Artificial Intelligence:

With personalization requiring much data on a specific individual, AI can be a great tool to enhance this experience. Statista states, “One way of ensuring a high degree of personalization is by using artificial technology [to generate a] personalization of content”. Studies by Statista also showed that AI is one of the main tool's marketers use for the personalization of content.

Personalized Ads:

The needs, interests, and wants of different individuals greatly differ. Hence, when a non-personalized Ad is viewed, it has no impact. This minimal impact then leads to no spike of interest for the consumer. However, when a consumer receives special offers or ads aligned with their own views or interests, this can be revolutionary in terms of marketing effectiveness. 

Statista additionally states how “Research showed that well-suited ad messages can make or break a brand’s image, and in 2022, 43 percent of surveyed online shoppers worldwide were willing to share their personal data for the sake of better tailored marketing. Many internet users are willing to share their email addresses or other information with companies to receive customized offers.” This study alone supports the prediction of personalization being adopted by nearly all brands in the coming years.

How Will Personalization Be Incorporated in the Fashion Industry?

Tailored Shopping:

Shoppers will begin to experience a more tailored shopping experience, whether online or in stores. This can include the incorporation of personalized recommendations from a specialist, AI tools, clothing tailors in stores, engravings, or the customization of products.

A Shift to Digital Fashion and Online Shopping: 

With customers expecting more personalization, a shift to online shopping may follow primarily due to the ease of tailoring a shopers experience online. Although people can try on clothes in person, speak to their preferences, and receive personalized messages from store associates, it is much easier to use data as a tailoring tool online. This may lead to certain adaptations, such as virtual try-ons, surveys to “determine” one's style, etc.

More Surveys, Screenings, and Tracking of Data:

Consumers of fashion can begin to expect being asked more about their experiences. Whether it is their likes, beliefs, or style. Data is vital in terms of achieving personalization. Hence, questions asking how tailored one's experience felt, what social beliefs a consumer takes interest in, and what colors or styles an individual finds intriguing will all start being asked of consumers.

Sources

Świątkiewicz, Kamil. (2024, December 4). What Will the Fashion Industry Look Like in 2030?. Netguru. https://www.netguru.com/blog/fashion-industry-trends-2030  

Statista Research Department. (2024, December 10). Marketing Personalization Worldwide - Statistics & Facts. Statista. https://www.statista.com/topics/4481/personalized-marketing/#topicOverview