Hyper-personalisation in fashion: readiness of Sri Lankan fashion brands on AI-based product recommendations

Abstract

Technological advancements have transformed consumer experiences through hyper-personalised features on digital platforms, and the fashion industry is no exception. While the consumer demand for personalised shopping experiences continues to rise, local fashion brands have not yet fully utilised this concept for their benefit compared to the international brands. Furthermore, it has been identified that only a limited scholarly material on the subject exists as of now. This gap has reshaped the aim of the study, altering its end goal to identify the readiness of local fashion brands towards implementing hyper-personalised product recommendation systems on their websites to elevate consumer experience and garner higher sales while ensuring any future expansions of the subject. A qualitative method was employed to collect the required data, consisting of interviews with local fashion brands and digital marketing consultants, along with a thematic analysis of the contents of top-rated fashion brands’ websites covering multiple angles. The study concludes that while local brands are aware and are willing to adopt such systems, they require strategic support to bridge the existing gap regarding knowledge and background.