This may come through in the development of more customised products,
curated recommendations, communications and even storytelling that connects to
individuals. More and more, modern consumers expect some form of
personalization from the brands they support, and are prepared to hand over
data, to receive a more tailored brand encounter.

One of the reasons for this development is that consumers are becoming
increasingly picky. They’re looking for signature items that are unique and
represent their self-image – with higher quality, better prices, exclusivity
and authentic and engaging stories. They know what they want and they have a
huge range from which to choose. Appealing to these consumers will mean
offering products and services that are unique and niche in nature.

In search of convenient
solutions, consumers will look to new sources to help them manage their product
selection — and to help process the growing amounts of impressions they face
each day. Increasingly, consumers are trusting others to curate the information
for them. 2018 will see more fashion brands using data to provide personalised
curation – using algorithms to deliver personalised products and services.

Customers will appreciate
more and more, products that are tailor-made and those they’ve been invited to
influence. Customised handbags and sneakers, 3D printing and even pop-up
knitting stores offering bespoke products in a few hours are becoming popular,
while some companies will even offer products designed almost entirely by the

While the concept of
personalisation is not new, many companies seem to struggle with turning data
into intelligent and actionable insights. It does appear though, that 2018 will
be the year
when leading fashion companies will begin
delivering on personalisation in earnest, and when the ability to create
individualised products will become a source of differentiation. Those who win
will leverage data and technology to provide cutting edge individualised
curation and tailoring for consumers that takes into account purchase journeys
and customer feedback to refocus on creating products that are distinctive.