Towards Mass Personalisation of products and services in fashion retailing – what are the implications?

The overall objective with this project is to determine how companies can design personalisation of products and services to accelerate a shift towards more sustainable production and consumption. Recent studies in retail have identified how mass-personalisation constitutes a fourth industrial revolution, which comes with major implications on the future of retail and consumption. Personalisation aims to increase sales and conversion rates online, through tailor-made solutions in designing products, services and websites. At the same time, environmental scientists show how we are exceeding the planetary boundaries, and therefore need to consider sustainability aspects when designing solutions for future businesses.