The document discusses a conference presentation about customer perspectives in e-commerce fashion retail. The presentation argued that retailers should focus on understanding how technology impacts customers by providing more choice, guidance, personalized recommendations, and design tools, rather than focusing solely on the technology itself. It noted that the UK online fashion retail market was worth £13 billion and growing, with 65% of sales occurring online.

1. “Customer perspectives in an eCommerce world: considerations for fashion”
London College of Fashion Conference, September 2008:“Fashioning the Future: Using Techology”
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2. “Follow the people, not technology”

3. • Retail context
• Not technology per
se but the impact on
the customer (and
therefore impact on
you)
• Customer’s view
– more choice
– guidance?
– appropriateness
– configure
– design directly
“Follow the people, not technology”