And Vogue Business just confirmed it.
A few weeks ago, I wrote about why I think fashion’s real problem isn’t a lack of options - it’s a lack of guidance on what to do with them.
This week, Vogue Business published research commissioned by ASOS that puts some numbers behind the problem:
64% say there’s too much choice in fashion.
69% say shopping for clothes feels overwhelming.
68% say it’s easier to know what to buy than how to wear it.
ASOS’s answer is “The Stylist” — AI styling, outfit-led shopping and more curation built into their shopping experience.
And I think this is significant because it signals a much bigger shift happening in fashion. We are moving away from purely helping customers discover more products to helping them navigate fashion with more context, confidence and intention. But how will an AI stylist actually know your style?
It can only be as personal as the information it has about you. Knowing what’s trending is useful. Knowing what you’re shopping for is even better. But knowing what you already own? That changes everything.
Your wardrobe is a record of your real behaviour - what you wear, what you reach for, what you’re missing, what you don’t need more of and what a new piece actually needs to work with.
That’s where true personalisation starts. And it’s exactly why we built NuPARE.
We don’t want to help you buy more clothes. We want to help you make better decisions about the clothes you already own and what is actually worth adding to them. Because the future of fashion isn’t more choice. It’s better decisions.