Most of the time, when we talk about data and analytics in connection with social platforms or purchasing patterns, we’re talking about stolen or unethically-sold personal information and ultra-targeted advertising. While this conversation is crucially important, there are also examples of positive uses of data that benefit companies, consumers and the environment. Across industries, data is a powerful tool used to improve decision-making and long-term strategizing. When used responsibly, data gives brands the opportunity to understand the wants and needs of their target audiences in a more comprehensive way than ever before. Since fashion is so personal, data and analytics open several doors for designers, buyers and executives.
For the last several decades, fashion was defined and led by instinct. Designers relied on their creative vision to spot trends and translate them into garments. Then, buyers relied on their gut feelings to choose which of those garments would translate into a mainstream, consumer-friendly environment. These people will always be essential in the fashion production process, but in no part of these conversations were customers ever consulted, even though they are the most important piece of this puzzle. Of course these resources haven’t existed until recently, but now that they do, it’s time to use them to their full potential.
From a logistical perspective, as well, the use of data presents key steps toward streamlining sustainable practices. When customer sentiment is analyzed prior to the start of production, the number of samples constructed and destroyed decreases exponentially. In addition to better meeting consumer expectations and desires, data also has the ability to stop unsuccessful product lines before they start, keeping millions of garments out of landfills annually.
For the last several decades, fashion was defined and led by instinct. Designers relied on their creative vision to spot trends and translate them into garments. Then, buyers relied on their gut feelings to choose which of those garments would translate into a mainstream, consumer-friendly environment. These people will always be essential in the fashion production process, but in no part of these conversations were customers ever consulted, even though they are the most important piece of this puzzle. Of course these resources haven’t existed until recently, but now that they do, it’s time to use them to their full potential.
From a logistical perspective, as well, the use of data presents key steps toward streamlining sustainable practices. When customer sentiment is analyzed prior to the start of production, the number of samples constructed and destroyed decreases exponentially. In addition to better meeting consumer expectations and desires, data also has the ability to stop unsuccessful product lines before they start, keeping millions of garments out of landfills annually.
You’ve likely never heard of the brand redefining and pioneering data in Gen Z fashion, but this is what the future of fashion looks like. Meet Finesse, the information-driven, diversity-fueled gamechanger in next-gen apparel. Employing the exclusive drop model of streetwear giants like Supreme, Finesse uses trend data from around the web in tandem with AI technology to create virtually prototyped looks. Once these outfits are posted to the website, fans can log on and vote for their favorites, pre-ordering the ones they want. Those pre-order numbers inform the number of units that go into production, eliminating waste while taking advantage of the thrill that comes from scoring a limited-edition piece. This business model is genius for so many reasons, but most of all, it is beyond impressive that one brand was able to address every major value of the next generation of consumers. And that collection of ideas is only possible because of data.
The power and potential for technology in business today is beyond what anyone could have dreamt, so in terms of the next decade, there’s no use in predicting what’s to come. All we know for sure is that data has changed the way the fashion industry interacts with and understands consumers, and that influence will only get stronger. So if you want something from your favorite fashion brand, now’s the time to ask for it.
The power and potential for technology in business today is beyond what anyone could have dreamt, so in terms of the next decade, there’s no use in predicting what’s to come. All we know for sure is that data has changed the way the fashion industry interacts with and understands consumers, and that influence will only get stronger. So if you want something from your favorite fashion brand, now’s the time to ask for it.