Can an algorithm really know what I like?

Subscription services for fashion are beginning to emerge by the dozen, and ecommerce businesses such as Amazon Prime Wardrobe, Stitchfix, and Style Lyrical are beginning to gain traction in the UK. Whilst it may seem more convenient than the high street, I believe the subscription trend won't last, at least for fashion.

Consumers enjoy shopping in-store. According to our latest YouGov research, 81% of consumers like shopping in-store to be able to physically see the product, followed by 79% who like the immediacy of getting their purchase right then, whilst 58% value the act of browsing.

I believe that consumers will find that the things they get from these services don't bring them as much joy as a 50% off Chanel bag found at the bottom of a charity shop bin, or that dress they just couldn't stop thinking about after walking past that John Lewis window on the morning commute. That joy is not something that AI can replicate, or that to-the-door convenience can squash.

For most consumers, subscription for fashion simply adds another line to the ever-growing to do list: The dreaded return. Can I get proof of postage please?