Consumer Preferences and AI-Driven Personalization in the Online Apparel Market: A Study on Customization, Fit, and Colour Recommendations for Clothing

Abstract

The online apparel market is rapidly shifting toward AI-driven personalization, with growing demand for customized clothing. This study explores consumer preferences in customization, fit, and colour recommendations, including interest in print-on-demand and design choices. It assesses AI’s impact on purchase confidence, especially through body type and colour-based suggestions. Pricing sensitivity is examined, comparing willingness to pay for customized versus standard apparel. The study highlights AI's role in enhancing user experience, boosting engagement, and reducing returns. It also analyzes market trends, competitive strategies, and consumer segments to guide targeted marketing. Overall, it offers insights into AI's transformative role in online apparel retail.