Fashion Loves Data

Wait, does it? It’s complicated.

A few thought on Business of Fashion’s article “Data Alone Won’t Save Fashion” (paywall) about fashion’s complicated relationship with data.

While the data revolution has delivered unlimited opportunity to the industry, we’re in the middle of a learning curve of how to apply these learnings successfully.

The market is currently filled with ‘frankenstyles’ (Erin Colson’s genius term for styles that use data to combine top-selling elements across multiple styles). Initially, these styles will resonate with customers, but the issue with data is that it can slowly become an echo chamber when brands lack the ability to infuse human touch into their learnings.

As noted in the article, 2020 shook fashion’s faith in data. No one foresaw a 30% drop in revenue or that sweatpants would define a year.

It’s a stark reminder that reactivity, combined with instinct that is bolstered by continual insight into your customer’s mindset, culture and values will remain key to success in the industry.

Data is an important tool, but it’s also one of many in the toolbox of an industry built on instinct and desire. The real art of our new era will be in the successful integration of the human element in data science.