Author: BoF Team, McKinsey & Company

Read the latest version of The State of Fashion report by McKinsey & Company and BoF Insights here.Opens in new windowThis article first appeared in The State of Fashion: Technology, an in-depth report co-published by BoF and McKinsey & Company.It’s no secret that fashion brands need to make highly personalised customer experience a cornerstone of their digital businesses. Their customers expect nothing less. Consumers have had their personalisation expectations redefined by the likes of Netflix, Spotify and Amazon. Shoppers expect brands to provide them with product choices and experiences that are tailored to their individual preferences. Indeed, 71 percent of…