Capturing data details is the future for online said William Adler, in conversation with Ralph Lauren ecommerce president Marcelle Parrish at the Drapers Digital Festival today.
“For greater growth, it’s all about the true details,” said Adler, chief executive of True Fit. “We need to find what makes each customer unique – their ‘fashion genome’.”
Citing the huge booms in the TV and music industries in the personalised services of Netflix and Pandora as revolutionising the online market, he said: “The $2 trillion apparel and footwear market will be opened up by personalisation – by customers being able to receive suggestions that are true to themselves.”
Marcelle Parrish highlighted that working with data is “tough”, but commented that data is critical when it comes to Ralph Lauren’s strategy of connecting with consumers: “Our vision is to bring Ralph to life in a digital eco-system – making sure that we connect in a way that feels right for them.”
She also spoke of the need to personalise and curate the shopping experience, leveraging data beyond fit to connect with consumers in aspects such as styling.
As Amazon continues to grow its share of the clothing market, Parrish also implied that personalisation and customisation through data allowed other brands to compete: “Amazon’s entry into the fashion market is making brands and retailers up their game. We believe that we have a more powerful brand connection with our consumers. We connect in different ways and the question is: ‘How do brands set themselves apart from Amazon?’”