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How to crowdsource collections from data

Data and customer insight is the new force behind planning, design and marketing, experts told Drapers Digital Festival.

Denham merchandising director Steve Brown said data can be used to spot trends and shape a collection.

He used the example of IBM Watson, which analysed more than 500,000 images from fashion archives and Instagram to provide insights into next season’s colours and styles. Australian fashion designer Jason Grech used this insight to create the Cognitive Collection.

Brown explained that the research and analysis took four days rather than 28 days, and sales grew as a result.

Alfredo Orobio, chief executive and founder of fashion brand Away To Mars, uses customer feedback to co-create product. He explained that it crowdsources ideas to the public, creates it and shares the royalties.

Asos head of digital commerce Chioma Anokuru said that how retailers create products is changing: “It’s not brand led any more – it’s customers saying, ‘This is what I want you to make for me.’

“How do you give them what they want without putting a massive financial burden on the business?”

New ways of marketing

Moshe Demri, vice-president of revenue at data marketing specialist Optimove, said marketing is also undergoing seismic change. He said that customers are now moving “much faster than brands”.

“We used to plan a campaign a month in advance. Now you need to run experiments and send different offers, and have the ability to change on the fly.

“It’s a game of many, many experiments and making small gains.”

Demri added that it was getting “amazing results” by showcasing products on other customers rather than models.“



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