This post is in response to Amy Yang’s blog post:
https://blogs.ubc.ca/yanfeiyang/2014/09/15/innovation-in-fashion-e-commerce-your-personal-stylist-online/

Although shopping for clothes online can be exciting and satisfying, we often struggle to choose between the different sizes, colors, and styles available. The disadvantage of shopping online is that customers cannot physically try on the clothes. But here’s the catch, stores are now beginning to introduce a personalized shopping experience for their customers. By providing the retailer with personal information such as body measurements and color preference, online stores will offer their customers suggestions.

Online stores that provide this service are strive to create value for their consumers. They concentrate on several elements, such as newness, customization, and convenience. Through customization, these stores are able to deliver value to their target segment by satisfying a new and specific set of needs. In other words, stores are helping customers “getting the job done” by offering this unique, personalized service. In addition, making things more convenient and accessible is an effective way of telling the customers why they are “different, better, and worth purchasing from” (Ciotti).

I agree with Yan Fei’s point that offering personalized shopping experience is a clever and innovative move in the fashion industry. As the online shopping industry is growing bigger, more online stores will start to provide this personalized service for their customers.

Other sources:
http://www.helpscout.net/blog/value-proposition/