LONDON – A new report which looks at consumer appetite for digital technologies and artificial intelligence (AI) in the fashion industry has highlighted that despite the fact brands continue to ramp up their efforts to integrate such solutions – namely to more effectively forecast trends and mitigate over production – some shoppers would be unwilling to provide the data required to offer a truly personalised experience, citing a lack of trust in retailers.

The first in a series of reports commissioned by British law firm Penningtons Manches Cooper and research consultancy Retail Economics, Understanding and Influencing the Customer Journey for Fashion is based on feedback from 2,000 people across the UK asked about issues including automated services, sharing personal data and in-store shopping experiences.

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