Thanks to the digital and technological advances, personalization is no longer a VIP only service in luxury fashion. Nowadays, a personalized product can be simply created online or in brick-and-mortar stores with big labels, small-medium sized brands and even startups. For example, Burberry offers monogramming for a special selection of designs, including scarves, bags and leather accessories; shoppers can also have their item customized in Tommy Hilfiger store in a short time. Some other brands even offer full personalization service of their products, from fabric, color, pattern, and design to personal fitting size. Meanwhile, a new business has taken advantage of this growing trend and provides personal style service and subscription boxes. For example, Stitch Fix, founded in 2011, uses algorithm technology and data science to send subscribed customers personalized clothes in meeting their tastes, needs and lifestyle. Furthermore, body measurement has also become an important field for personalized fashion, for which startup technologies including but not limited to AI, 3D scanner, algorithms and visional data capture are in rapid development.
