Platforms, algorithms, and new media in the prosumer era. The evolution of tailored production in Fashion and Cosmetic field.

The paper aims to analyse the evolution of the fashion system, with particular regard to the digital dimension of production and purchase channels, focusing on the transformation of the manufacturing processes, consumer involvement and customization strategies, during the last decade. In the fashion and cosmetic fields, the consolidation of strategic actions linked to environmental, ethical and social sustainability allowed to involve the consumer in various stages of the design and production process. The implementation of digital services for production and retail is supported by digital platforms and technologies that transform the purchase in shops and online into an expanded experience, while the corporate communication focuses on the narration of values linked to the conscious fashion, fuelling awareness of purchases and interest in the environmental impact of the fashion system. Through the selection of case studies, the essay highlights the current consumer engagement scenarios in Fashion that support phenomena such as the hyper-personalisation of products, Do it yourself, made-to-order and second-hand purchases.