Fashion must recognise individuality to deliver true personalisation

For several years personalisation has been the term darted around retailer and brand boardrooms, the wow in front-end technology strategies, and the industry buzzword of the times. While use of the term may have become saturated, its use is testament to the level of investment-commerce retailers put into ensuring their products offers and content stands out in the battle for consumer relevancy. In fact, personalisation is imperative to the online experience today, and consumer’s expectations have only heightened in line with growing budgets. According to PwC’s Total Retail Survey 2017, 59% of consumers who purchase clothing and footwear online...

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