“By offering a variety of colours, styles, designs, and text options to choose from, fashion brands allow customers to customise their products in simple or complex ways. Initially, this might seem like a simple task. But, if the design and production process is not handled effectively, implementing it and getting the product out can be challenging,” Tolani told F2F.

Even with the possibilities for more intimate consumer connections on social media platforms, the challenge for brands is proactivity, she opined.

“This means knowing your customers well enough to be attuned to what inspires them; helping to shape and guide the online conversation about your company and products; and having the agility to take advantage of new opportunities that arise on a moment’s notice,” added Tolani.

Click here to read the full interview.

Fibre2Fashion News Desk (NB)