In a world where consumers can customize everything from soda to sneakers and choose how and when they want to be contacted by brands, it’s not hard to imagine a day when marketing won’t matter. But the more shoppers tweak their orders to suit their personal tastes, the more data companies can collect—and the more likely the product selection will appeal to punters.

So, will an increase in personalization lead to more originality in the market, or is mass conformity the future of fashion? That’s the question Dan Porter, head of digital at WME-IMG, put to a panel of industry insiders Monday during Made Fashion Week’s Spring/Summer 2016 presentations at Milk Studios in New York.

Read more at Sourcing Journal.

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