My Latest Article for Fashion's Collective: Finding the Balance Between Custom, Crowd-Sourced & On-Brand Product Offerings

In the mad dash to capture market share and keep website visitors engaged and returning on a regular basis, e-retailers have lately been drawing on the “crowd” and individual customer preferences to help shape their offerings. A contradiction to the conventional wisdom that the fashion world should control all aspects of creative direction and production, this trend is an interesting bellwether of the evolution of the relationships between customers and the companies they are most loyal to. Click here to view the rest of the article.