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his general fashion style with him. Once they have all information that they need,
they will prepare a package for him and send it to his address to try it on.
“So far so good,” Steven thought. “It's worth giving them a try. After all, their
fashion advisors are experts and they should know which clothes match.” He typed
in his details in the online form and waited for the call to discuss his fashion needs
further. He did not have to wait for long until he received a call from his personal
advisor who introduced himself as Kasimir. Steven described his precarious situation,
and in-between, Kasimir asked some questions to find out his attitude towards specific
fashion styles. Finally, they agreed on two trousers, one beige and one gray, both
with a noticeable crease. Amicrochecked brown shirt, and a striped blue cotton shirt.
Moreover, a dark and a beige jacket which, according to Kasimir, should complement
the shirts perfectly. To complete the package, Kasimir also recommended him two
different ties and a pair of brown shoes.
Before hanging up, Kasimir promised that the package will be delivered within
the next 48h. “If that's true, you have a new best friend,” Steven joked before hanging
up the phone himself. Steven was satisfied that this sudden problem has already been
sorted. “So Steven, what will you do with the rest of the day then?”, he wondered.
8.1 Introduction
What should I wear? Most of us know this question, and there is no easy answer
to it. What we wear reflects who we are, what we think, and what our taste is.
It also has a social impact as clothes are a big factor how we are perceived by
others [
3
,
16
,
28
,
46
]. When we shop, all of the aforementioned aspects have to be
considered. In the good old days, when we shopped offline, the shopping experience
was accompanied by a relative, a friend and/or a shopping assistant to get some social
feedback and the number of available articles was limited by the store size. With the
ever growing amount of online shopping possibilities, people tend to shop more and
more online.
1
With the growth of people shopping online and an increasing amount
of purchasable items, we face two challenges:
•
With the increasing amount of purchasable items, and variants of those items, the
customer's ability to survey all items is just not sufficient enough. This situation is
usually referred to as an
Information Overload
[
25
,
33
,
42
]. Especially shopping
fashion (i.e., clothes and accessories) online is a challenge as fashion has a lot of
attributes like color, cut, style, material, size, fabric, thickness, texture, brand, and
many others. Not being able to directly see and touch the products, assessing the
products based on these features is a major drawback when shopping for clothes
online [
50
]. Besides, studies have shown that online shoppers often do not exactly
knowwhat theywant [
37
], increasing the challenge of online shopping even further.
1
The Nielsen report from 2012 shows that online shopping has become the most preferred shop-
feel-about-shopping-in-store-online-and-via-mobile.html
,
Last visited September, 24th, 2014.
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