Google and H&M are taking personalization to the next level by designing dresses using personal data.

Google and H&M are taking personalization to the next level by designing dresses using personal data. Later this year, the brands will be releasing an Android app that tracks users’ location, what the weather is like where they live, and if they mostly do casual or formal activities, and use that data to create individualized dresses with a starting price of $99. Whether consumers will embrace the concept remains to be seen, but our trend on The Privacy Issue revealed that 37% for 18-33-year-olds think it’s smart for brands to use data for personalized experiences. (The Verge)