Thursday, August 2, 2007

Customization Trend Taking
Hold With Online Shoppers

By Jessica Humphrey, Assistant Editor

The trend towards offering personalized merchandise on e-commerce sites was given the star treatment in USA Today ( on Tuesday, July 31st. The article covered the move among such high fashion brands as Steve Madden are joining athletic footwear brands in allowing consumers to design their own shoes or handbags.

In addition to covering the customization offerings at specific e-commerce sites, the USA Today piece also spotlighted, which will take a shopper’s measurements and steer them to a specific retailers selling jeans and bras with the best assortment for their dimensions.

The article also cited data from NPD Group, which found consumers will complete a purchase 72% of the time if they are involved in the design or fitting of a product, compared with the 23% average conversion rate for the rest of the fashion industry.

The e-commerce sites featured for the personalized offerings, included:

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