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Customization vs. personalization services: what if you could have them both?

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In the fashion industry, the terms “customization” and “personalization” are often used as one synonymous with the other to describe services that guarantee unique, custom-made garments for their customers. We have, then, customization vs. personalization. What’s the difference?

From Tailoor’s perspective, these are two equally important and necessary opportunities so that we can offer products that are able to faithfully reflect consumers’ own tastes, expectations, and preferences. Although the two concepts have two slightly different meanings and can be applied with some differences, the service offered by the platform ensures the full realization of both by providing an innovative, unique and satisfying shopping experience.


Customization vs. personalization: similarities and differences


Let’s see, then, what we mean by “customization vs. personalization”, starting with customization. It refers to the process of modifying a standard product, with the aim of making it unique and in line with the customer’s preferences. In fashion it includes the choice of specific elements such as colors, fabrics, cuts or additional details, such as pockets and buttons. Consumers have the opportunity to select from a range of predetermined options, and provided by the brand, to achieve the desired result. In some cases, customization can also include adding one’s initials or name to the garments, allowing that extra touch of differentiation.

The main difference between customization and personalization lies in the degree of flexibility that is offered to customers. In fact, while customization offers predefined and limited options, personalization, on the other hand, allows customers to start from scratch by providing all the detailed information about the design of the garment. The latter guarantees the opportunity to tailor a garment’s design, features, and specifications in a unique way that perfectly meets individual preferences and needs.

The parameters that generally indicate the degree of customization, therefore, include personal tastes, anatomical measurements and the person’s style. In essence, then, customization is more flexible, allowing for an expression of creativity as fully as possible, derived from a high rate of involvement of the individual in the design process. Consumers have to make more specific decisions about design, materials, and other features. On the other hand, customization requires less direct interaction between brand and user, since it is based on a choice between previously established options.


Customization and personalization: a common goal


Customization and personalization, however, remain united by a single goal. They provide unique products and meet customers’ needs in a more timely and accurate manner than is granted by mass production, which instead relies on the principle of a single garment fitting many.

The benefits also go touch the sphere of experience, the value of which increases, with a positive impact on the emotional connection customers feel toward the brand. The possibility of a unique and satisfying experience also increases the opportunities to generate positive word of mouth, enabling increased awareness.


Customization and personalization with Tailoor


Thanks to the services provided by the SaaS Tailoor platform, users can access a whole new level of experientiality through the innovative 3D configurator. The result is an immersive and personalized shopping experience whose ultimate goal is customer satisfaction.

Starting with the selection of the garment, you can choose the customization and personalization features so that it reflects your desires as best as possible. The result? Garments that are unique in every detail, created specifically to be the perfect reflection of the person wearing them.

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