ABSTRACT
This chapter explains personalisation in the context of the fashion industry and its implications for design. It explores the dimensions of personalised fashion and its implications for design in an uncertain and complex environment. Fashion expresses personal identity in the sense that the style of the products that people purchase, use and display 'says something about who they are' and serves as an indication of their social identity along with other aspects of their lives. From a goods-dominant perspective of the fashion system, suppliers produce products and customers buy them. With service-dominant logic (S-DL), customers engage in dialogue and interaction with their suppliers during product design, production, delivery and consumption. Organisational responses to changes in consumption and consumer identity, and the ascendancy of services and experiences, were partly realised by customisation. From a fashion perspective mass customisation can be further explained as the large-scale marketing of designer labels.
