The world is changing and consumer behaviour with it. Today's consumers expect to buy high quality customized products at low prices with fast delivery. This can be accomplished with Internet technology. Fashion design industry should understand the desires of these new consumers and develop e-commerce solutions in order to give a better response to the e-consumer needs and demand. Customization emerges as a form of cyber couture, the industry response to consumer desire to personalize their style. This paper aims to present the theoretical basis for a consumer oriented e-commerce platform, based on market research study. A web-based survey was conducted to understand online consumer buyer behaviour for customized fashion products. The results reinforce previous findings on the willingness of consumers to participate in the creation of personalized products and further extend literature knowledge on online consumer's behaviour in the fashion market. The result is a set of guidelines for the development and implementation of an e-commerce platform for customized fashion products.