Hyper-personalization – fashion sustainability through digital clienteling

Abstract

Purpose This study aims to find the model fit to understand the consumer behavior in context to the hyper-personalization through digital clienteling by using structural equation modeling. The traditional method of customer passive observance has been transformed to dominance, where, the fundamental challenge for companies is to understand consumer behavior, work on cost-efficiency and implement sustainable innovation. Design/methodology/approach To investigate this emerging issue, this study aims to find the model fit via applying “Technology Acceptance Model” (TAM) and “Theory of Reasoned Action” (TRA) in context to the hyper-personalization through digital clienteling with special reference to women ethnic fashion wear. Findings The study findings depict the perceived ease of use (PEOU) and perceived usefulness (PU) of technology, attitude toward clienteling and subjective norm toward customization impact on customer intensions. The findings posited that perceived usefulness is having the strong relationship with purchase intention as compare to other variables. So, the analysis postulated that customer considered hyper-personalization is having perceived usefulness for customer and it also helps customer in getting the information about the product on the Web page. Research limitations/implications Because of lack of availability of resources, a specified sampling method has been used for this study. A new research, which will cover the fashion apparel from all the categories with a detailed study from the branded and non-branded point of view, will provide better description on this topic. Practical implications By having personalized Web page through big data analytics, customer will have positive experience and positive association with the company. The other parameters also play an important role toward the customer behavioral intention. The current study approaches new way of understanding the participative management of the personalization and tool to guide the work of strategy professionals and management of fashion e-commerce sector internationally and even in the other sectors also. Social implications Because of advancement of technology, the usage of online media is increasing day by day and this change is having high impact on the society, though we can innovate in any field or industry. Hyper-personalization has an impact on the online consumer buying behavior, which will affect the methods of searching information for consumers. Originality/value This new area of research is having large scope of future research from the fashion industry point of view. This paper is working as one of the element in the area of hyper-personalization through digital clienteling to gain sustainable results in the fashion industry.

Blockchain in logistics industry: in fizz customer trust or not

“…The current study is an effort to determine the model fit between conceptual framework and TAM. Though there have been different previous studies where the model fit methods have been used to understand the adaptation of proven theoretical model in the current business scenario (Jain et al, 2018a;Jain et al, 2018b). With the advent of technology, it has been observed that technology is changing spontaneously in the current business scenario.…”

Fashion Recommendation Systems, Models and Methods: A Review

“…[34,124,130,135,139,203,204]. Hyperpersonalization delves into the intricate details and thereby produces much better and effective personalization, which has made it popular in recent times [5,29,146,205,206]. The implementation of this filtering technique with virtual try-on facilities can develop a recommendation system that offers instant image generation of a user wearing the selected fashion item [207,208].…”

“…Fashion recommendation systems (FRSs) generally provide specific recommendations to the consumer based on their browsing and previous purchase history. Social-network-based FRSs consider the user's social circle, fashion product attributes, image parsing, fashion trends, and consistency in fashion styles as important factors since they impact upon the user's purchasing decisions [28][29][30][31][32][33][34][35][36][37][38]. FRSs have the ability to reduce transaction costs for consumers and increase revenue for retailers.…”

What Causes the Virtual Agglomeration of Creative Industries?

“…Fourth, the driving mechanisms for the application of innovative technology appear in innovation support [89] and service intelligence [90]. Regarding innovation support, technologies such as AI, blockchain, cloud computing, big data, and 5G accelerate the formation of cooperative networks among creative enterprises [91], promote the efficient flow of resources [92], accelerate profit acquisition, and attract more creative enterprises to participate in virtual agglomeration.…”