ecommerce personalisation driving customer engagementfashion companies have realized that investing in personalization helps building a relationship with the consumer and create better experiences which can pay off for their brandsin the age of social media and technology the way fashion is consumed has changed today fast fashion hyperpersonalisation mobile and social commerce and influencer marketing are dominating the indian fashion industry according to a study by mckinsey 71 of the users expect personalisation and 76 are disappointed when the shopping experience is suboptimal particularly digitally native companies reported 40 more revenue through personalised marketing tactics this puts additional pressure on the company to invest in personalisation to enrich their consumer experience as consumers would else be free to choose different brandssreekanth chetlur chief ecommerce officer shoppers stop feels that there have been massive advancements across personalisation and now it is an omnichannel business which companies are after enhancing consumer experience personalization has changed the paradigm around consumer fashion when executed well such experiences enable businesses to differentiate themselves and to gain sustainable competitive advantage it is no longer a topdown approach for companies now it is more of a crowd sourced approach from customers themselves and as each customer is unique the way they are addressing it is to customize their look and make their style unique said arvind singh cofounder fashmates inc he added that with the advent of social media these consumers are in fact inspiring others to showcase their style personalizing customer experiences is more about understanding what is most important to them and planning to respond helping brands to get to the skin of consumersa successful personalization program results in more engaged customer and drives the companys top line so a positive consumer experience plays a big role in a retailers successravi hudda chief digital officer raymond group explains that fashion industry is changing from a supplydriven industry to a demanddriven industry around 1012 years ago fashion companies would just broadcast fashion that people would go and pick up today companies are producing what people want he saidcompanies are building a lot of technology in the store to capture the data out there which can be then analyzed to understand changing customer preferences this in turn will help integrate the consumer journey to the online format fashion influencers the new retailerswith personalization coming in consumers are relying heavily on influencers on brand recommendation and style advice the influencer market which was growing at a slow pace earlier has suddenly accelerated post the pandemic with more people going online to find their product of choice according to mohit rai fashion stylist brand incubator and creative director it is really an exciting time for the consumers of the fashion industry its like you are going online to buy something and you are getting fashion advice it has never happened before it used to happen before only in physical stores with people whom they had a comfort level with he said one of the biggest benefits influencers bring to