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The role of personalization in improving user experiences in online fashion retail for plus-size customers

The fashion industry has been notorious for its lack of inclusivity, especially when it comes to plus-size customers. However, with the rise of online shopping, there has been a shift towards catering to a wider range of body types and sizes. Personalization plays a crucial role in improving the user experiences of plus-size customers in online fashion retail. By tailoring the shopping experience to their specific needs and preferences, brands can create a more inclusive and satisfying shopping journey.

The Benefits of Personalization

Personalization in online fashion retail offers several benefits for plus-size customers. Firstly, it helps them find clothing items that are designed to fit their bodies, taking into account their unique measurements and proportions. This eliminates the frustration of browsing through countless items that are not available in their size or do not flatter their body shape. Additionally, personalization allows customers to discover new styles and trends that align with their personal preferences, enhancing their overall shopping experience.

Using Adobe Experience Manager for Personalization

Adobe Experience Manager (AEM) is a powerful content management solution that enables brands to deliver personalized user experiences. AEM provides a comprehensive set of tools for digital marketing, campaign management, and building custom AEM applications. With AEM, brands can create personalized and interactive documents, manage multilingual websites, and leverage the capabilities of Adobe Experience Cloud.

Delivering Personalized Experiences with AEM

One of the key features of AEM is its digital asset management (DAM) capabilities. AEM allows brands to efficiently organize and manage their digital assets, including images, videos, and other media files. This enables brands to easily create and deliver personalized experiences to plus-size customers by using relevant and visually appealing content.

AEM also offers tools for creating dynamic and interactive digital experiences and interactions. Brands can leverage these tools to engage plus-size customers in a more meaningful way, providing them with an immersive and personalized shopping experience. For example, brands can use AEM to create interactive lookbooks, virtual fitting rooms, and personalized style recommendations based on the customer's body type and style preferences.

Furthermore, AEM's enterprise content management system allows brands to efficiently manage their websites, ensuring that the content is up-to-date, relevant, and personalized. Brands can use AEM's AEM cloud service and Adobe Cloud tools to easily scale and manage their content management for building websites, providing a seamless and personalized user experience across different devices and channels.

The Impact of Personalization on Conversion Rates

Personalization has a significant impact on conversion rates in online fashion retail. By delivering a personalized user experience, brands can increase customer engagement, reduce bounce rates, and ultimately drive more conversions. Plus-size customers who feel understood and catered to are more likely to make a purchase and become loyal customers. Personalization also helps to build trust and brand loyalty, as customers appreciate the effort made to provide them with a tailored shopping experience.


Personalization plays a vital role in improving user experiences in online fashion retail for plus-size customers. By leveraging tools like Adobe Experience Manager, brands can create personalized and interactive documents, deliver personalized user experiences, and manage multilingual websites. The benefits of personalization extend beyond customer satisfaction, as it also has a positive impact on conversion rates and brand loyalty. In an industry that has historically excluded plus-size customers, personalization is a powerful tool for creating a more inclusive and enjoyable shopping journey.


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