Hyper-personalization – fashion sustainability through digital clienteling

Jain, Geetika; Rakesh, Sapna; Kamalun Nabi, Mohd; Chaturvedi, K.R.

Abstract

Purpose
This study aims to find the model fit to understand the consumer behavior in context to the hyper-personalization through digital clienteling by using structural equation modeling. The traditional method of customer passive observance has been transformed to dominance, where, the fundamental challenge for companies is to understand consumer behavior, work on cost-efficiency and implement sustainable innovation.

Design/methodology/approach
To investigate this emerging issue, this study aims to find the model fit via applying “Technology Acceptance Model” (TAM) and “Theory of Reasoned Action” (TRA) in context to the hyper-personalization through digital clienteling with special reference to women ethnic fashion wear.

Findings
The study findings depict the perceived ease of use (PEOU) and perceived usefulness (PU) of technology, attitude toward clienteling and subjective norm toward customization impact on customer intensions. The findings posited that perceived usefulness is having the strong relationship with purchase intention as compare to other variables. So, the analysis postulated that customer considered hyper-personalization is having perceived usefulness for customer and it also helps customer in getting the information about the product on the Web page.

Research limitations/implications
Because of lack of availability of resources, a specified sampling method has been used for this study. A new research, which will cover the fashion apparel from all the categories with a detailed study from the branded and non-branded point of view, will provide better description on this topic.

Practical implications
By having personalized Web page through big data analytics, customer will have positive experience and positive association with the company. The other parameters also play an important role toward the customer behavioral intention. The current study approaches new way of understanding the participative management of the personalization and tool to guide the work of strategy professionals and management of fashion e-commerce sector internationally and even in the other sectors also.

Social implications
Because of advancement of technology, the usage of online media is increasing day by day and this change is having high impact on the society, though we can innovate in any field or industry. Hyper-personalization has an impact on the online consumer buying behavior, which will affect the methods of searching information for consumers.

Originality/value
This new area of research is having large scope of future research from the fashion industry point of view. This paper is working as one of the element in the area of hyper-personalization through digital clienteling to gain sustainable results in the fashion industry.

Citation

Jain, G., Rakesh, S., Kamalun Nabi, M., & Chaturvedi, K. (2018). Hyper-personalization – fashion sustainability through digital clienteling. Research Journal of Textile and Apparel, 22(4), 320-334. https://doi.org/10.1108/rjta-02-2018-0017

• Journal Article Type: Article
• Online Publication Date: Jun 12, 2018
• Publication Date: Nov 22, 2018
• Deposit Date: Jun 1, 2023
• Journal: Research Journal of Textile and Apparel
• Print ISSN: 1560-6074
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 22
• Issue: 4
• Pages: 320-334
• DOI: https://doi.org/10.1108/rjta-02-2018-0017
• Keywords: Management of Technology and Innovation; Industrial and Manufacturing Engineering; Materials Science (miscellaneous); Business and International Management