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This paper focuses on the field of digital fashion and its development by providing an overview regarding fashion design and culture. It is part of a larger research that involved a literature review of 491 relevant papers. From the analysis of this corpus, three main categories were identified: Communication and Marketing, Design and Production and Culture and Society. This study focuses on the categories Design and Production and Culture and Society, which collectively gathered indicatively 48% of the selected literature. It presents its relevant studies and sub-categories, providing a rich and varied map of them and contributing to better design in further research in digital fashion.

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PurposeThe purpose of the study is to reach an in-depth understanding of personalization and its components by developing a comprehensive definition of the concept in fashion. Moreover, it aims to clarify the open debate of the use of the terms personalization and customization.Design/methodology/approachThe Delphi method was utilized for this study in order to collect the opinions of experts. This method is considered appropriate for reaching consensus among experts regarding a topic that is subject to debate.FindingsThe study provides a definition of personalization in fashion which is relevant in the current digital context, and it identifies the building components of the concept. By developing a definition of personalization, it also clarifies the meaning of customization in fashion and suggests a possible explanation for the use of the different terminologies among experts.Originality/valueThis study contributes to the personalization and customization debate by providing an expert perspective on the topics specific to the fashion industry and by offering insights into open debates that have limited its advancement. The definition represents an interesting theoretical contribution and offers avenues for further research. Moreover, it can be applied by fashion practitioners to guide the development of personalization strategies.

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