An Exploration of Personalization in Digital Communication. Insights in Fashion

Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 12204)


Developing effective personalization has become a priority for many firms. Online personalization is considered a key trend for the future of retailing. Despite the vast research and interest in online personalization by academics and practitioners, its understanding remains fragmented and there is not a comprehensive and updated definition, which is able to capture its complexity. Hence, this research aims to provide an analysis of the definitions of online personalization in order to identify elements in common and sources of discrepancies of the concept. The five key elements that are identified are offerings, knowledge, channels, purpose and contextual factors. Moreover, critical issues that hinder the development of a clear understanding of the topic are discussed, such as the overlap with the concepts of customization and perceived personalization. Subsequently, following a similar procedure, a review of the state of the art of personalization studies specific to fashion in the online context is conducted. The study also identifies directions for further research.


Personalization Customization Digital fashion Fashion communication E-commerce 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.USI - Università della Svizzera italianaLuganoSwitzerland

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