The fashion industry is increasingly giving a more active role to customers. Many brands make it possible for customers to make their own design choices when it comes to selecting colors, fabrics, and cuts. But does this approach also work for luxury brands? Hermès ties with personalized print patterns or customized Valentino dresses – is this a viable approach for the entire industry? This is the question a team of researchers headed by Martin Schreier and Silke Hieke from WU Vienna’s Institute for Marketing Management set out to answer. The bottom line: Luxury brands should be careful not to take customization too far.