How Fashion Brands Can Harness High-Tech Tactics for Boosting Growth — Retail Bum

“In fashion, one day you’re in and the next you’re out,” German model and producer Heidi Klum famously quipped on the Project Runway show a decade ago.

While Klum’s advice has stood the test of time over the past decade, it is perhaps even more apt in today’s world, where TikTok-fueled micro-fashion trends change faster than established brands can churn out new collections.

Succeeding in today’s world of fashion is thus no longer a function of just producing a viral collection. It also requires brands to delve deeper into their customers’ needs, personalize their shopping experiences, and effectively communicate with them.

A truly personalized shopping experience, of course, takes various shapes and forms — and it is also one that seamlessly bridges the online and offline divide. In the digital realm, it entails curating products that speak to the buyer’s preferences based on their profile and shopping preferences, enabling them to make purchases quickly. And inside physical stores, it means offering experiences such as personalized discounts based on available inventory and their location.

Offering such innovative experiences requires brands to have a solid technological foundation — one that is agile and cost-effective. It must…