Tinker Tailor

Brands must bring consumers into the buying process and build new production capabilities, so demand for new designs can be fulfilled in days, not months, argues Áslaug Magnúsdóttir.

Despite the success of services like NikeiD, mass customisation has yet to take off in fashion.

Just over a year after leaving Moda Operandi, entrepreneur Áslaug Magnúsdóttir reflects on lessons learned, her new venture Tinker Tailor and why customisation is the next wave in fashion e-commerce.

Bits & Bytes is a weekly roundup of the most important news in the fast evolving fashion-tech space.