Fashionista/ Dhani Mau/ November 17, 2017

If you’re reading this article, chances are that you’re pretty aware of the fact that many things are moving from the physical world to the digital one — from editorial content to retail. But sometimes, those online experiences still leave something to be desired; a trend we’ve noticed over the past couple of years is retailers harnessing technology in an attempt to mimic the level of customer service and personalization you might get from a really good, attentive salesperson IRL.

While shopping online is supposed to be convenient, it can often be overwhelming. Many online retailers boast tens or hundreds of thousands of brands and SKUs, and if you don’t know exactly what you’re looking for, and how it will fit you, the experience can be pretty frustrating. To mitigate that, retailers with the resources to do so are working to use data collection and, in some cases, AI to create more personalized shopping experiences — i.e., showing you products it thinks you will like based on what you’ve purchased before, sort of like fashion’s version of Spotify Discover Weekly or Apple Music’s For You tab.

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