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Monday, May 9, 2011

Try this on for size (virtually)

Colleague Tina Rice shared a copy of this story from Strategy and Business today:  It explains how technology allows consumers to try on clothes virtually, and use those same tools to “right size” their apparel.  Click here to see the story.

Implications:   Several years ago, Dell computers offered dozens of options in what seems like an infinite range of combinations and iterations.  But automating the selection of those options, Dell brought a “my size fits me” level of customization to buying computers online.

If companies are able to replicate those capabilities—while paying attention to the nuances of an individual human’s physical dimensions—history suggests that consumers will respond favorably. 

Lots of companies are using technology to streamline their contact with the consumer, often to the irritation of that same consumer.  Based on this S+B story, it seems at least a few players in the apparel industry are trying to use technology to enhance the product and shopping experience for consumers. 

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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